Unifying Hiscox Re’s brand story across four sales teams

Hiscox Re had four distinct seller teams, each working with different audiences, customer profiles and commercial priorities. Over time, that had created four slightly different versions of the same business.

Messaging often focused on individual facts, capabilities and credentials, which made it harder to express what made Hiscox Re distinctive as a whole. The ingredients were all there, but the story changed depending on who was telling it and which part of the business they were closest to.

The brief was to create a clearer strategic narrative that could work across all four teams while still giving each one enough flexibility to speak to its own audience. That meant shifting the starting point away from what Hiscox Re wanted to say about itself and towards the people it needed to influence: the pressures they were facing, the decisions they were making and the reasons they would choose one partner over another.

We built the new narrative around the way Hiscox Re’s capabilities work together. Market access, underwriting expertise, analytics, research, claims, capital and governance were all important, but none of them carried the full story alone. The stronger point of difference was the way those capabilities combined to create a more complete offer. That became the strategic foundation for the new brand story.

We then translated that thinking into an audience-led messaging framework that could be used across different sales situations, giving each team a common core while allowing the emphasis to change depending on who they were speaking to and what mattered most in that conversation.

The structure gave Hiscox Re a way to move beyond lists of features and credentials and into a clearer commercial story: what the business understands, how it responds, and why the combination of its capabilities is valuable to clients.

That same narrative could then carry through sales materials and presentations, creating more consistency across the wider go-to-market experience.

Hiscox Re now has a shared brand narrative across four distinct sales teams. The business can present one coherent story while still adapting that story to different audiences, markets and buying contexts.

That has created greater consistency across sales and marketing, a clearer expression of Hiscox Re’s differentiation, and a stronger foundation for future communications.

Seller teams no longer need to build their own version of the business from separate facts and capabilities. They can work from the same strategic narrative and tailor the emphasis without losing the core story.

The result is a more unified go-to-market position: one business, one narrative and multiple audience-specific ways to bring it to life.