The Challenge

Based in New Mexico, AMERIND is the only 100% Tribally owned insurance solutions provider in Indian Country providing property, liability, commercial auto, workers’ comp, health benefits brokerage services and broadband connectivity. AMERIND was created by more than 400 Tribes for the purpose of providing insurance and keeping money within Indian Country.

AMERIND Risk partnered with MABU in 2019 to assess the organization’s brand identity and recommend ways to grow its market share more effectively.

Our Solution

MABU used a multi-faceted approach to gather insight about AMERIND Risk including discovery meetings, executive interviews, competitive analysis and a brand building workshop. With the findings, a marketing and communication plan was developed, identifying several strategic priorities including refinement of their name and brand identity.

MABU rebranded ‘AMERIND Risk’ to ‘AMERIND’ with a brand persona, new logo, brand messaging and positioning. The new brand reflects the organization’s defined archetypes and meaningful points of difference. Messages, images, and stories showcase the clients served by AMERIND and speak to the societal benefits resulting from AMERIND’s commitment to Indian Country.