The Hartford

Speaking to customers instead of at them can do a great deal to improve stakeholder perceptions. A far-reaching rethink of how The Hartford Financial Services Group communicates is helping it reach out to customers on their own terms.

The Hartford clearly needed to do a better job of reaching out to customers and employees alike. Its annual report, website and employee intranet were structured around the firm’s internal organization, not the way it was seen by the outside world, resulting in a poor brand experience.

Brandlogic worked with The Hartford to rebuild its communications with a seamless program that provided a consistent, customer-focused brand message across all key touchpoints. Starting with a web strategy that encompassed all sites – current and future – we aligned the information architecture to the needs of customers. The result: a site that delivers a better customer experience.

The customer focus carried over to the annual report and a new The Hartford’s Community Engagement report was also created by Brandlogic. Personal stories that highlighted the company’s support of education, human services, the arts and community development made it a shining example of good, impactful corporate outreach that touches stakeholders on a personal level.