News Article
Why a change in our brand name?
There are many reasons why a business needs to reposition its brand. For Colonial Life, it's because the old brand didn't fully reflect the value we bring to the market. Our old tagline, "for what happens next," spoke to only one aspect of our business: the protection offered by our products. It didn't address the equally important aspects of benefits communication and enrollment services we provide businesses and their employees. Also, research indicated the "Colonial Supplemental Insurance" brand name had become confusing to our customers and in the marketplace. The name Colonial Life, and all parts of the combined identity, reinforce what we are as people and as a company: genuine, reliable, innovative and caring.
While our brand identity is changing, the direction of the company is not. We'll continue to do what we do best: providing benefits communication and enrollment along with excellent products and top-notch customer service to make benefits count for you.
