Overview

• In October 2008, we kicked off the Assurant Brand Work Map

program, a new interactive experience, that helps employees
understand Assurant’s desired brand reputation, how important it is
to Assurant’s future success and what they can do to build it
everyday in their role at Assurant.

• Due to the importance of ensuring a common understanding our

Brand Value Proposition and delivering “on brand” experiences for
our agents and customers, we announced our goal of 100%
participation by all Assurant Health employees. New employees
should review the materials within or soon following their first six
months of service.

• Since the kick off in October 2008, managers from across all of
Assurant Health’s locations have been leading brand workmap
programs with their teams.

• Thank you for reviewing the following slides to complete this very
important program and delivering “on brand” experiences for our
agents and customers.

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Assurant. On your terms.
Brand WorkMap

Employee Meetings
Building our Brand
‘New Brand’ was important support for going public in 2004
Brands are one of a company’s most valuable assets
• Attract new customers, keep existing, and grow our company
• Enable premium pricing vs. similar products / stocks
• Key element of differentiation

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Phase I – Brand Visuals
Design agency created logo, basic elements
•Internal team created
guidelines and Brand
Manual
•Brand Design Board
•Audits & Management

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Phase II - Market Positioning
•Develop Brand value proposition
– Positioning to clients, brokers and customers
•Articulate Employment value proposition
– Positioning to current and prospective employees
•Develop and roll-out Tagline
•Build understanding, alignment to ‘deliver’ on
our brand value proposition
– Information / Communication campaign
– Brand “WorkMap” interactive program

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Why WorkMaps?
•Reinforces Assurant culture of collaboration
•Engaged learning has significantly higher results for
understanding and changing behavior
•“Delivers” customer experience to build brand

Brand Customer Brand

Culture/
Strategy Experience Reputation
Behaviors

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At your table…
Open your Assurant Brand WorkMap Kit
Decide initial roles
– Instruction reader
– Timekeeper
– Scribe
• Facilitator role
• Be open-minded, share perspectives and
let discovery process unfold
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