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behaviors","### Let’s talk about independent agents\nWe use all seven brand behaviors to create the Progressive voice for Agency. However, based on past Agency projects, we’ve found that we write with the following behaviors in mind the most:\n\n#### Clear\nWhen it comes to insurance, independent agents have the power of choice. They also have a lot going on in their day-to-day. That’s why we need to be as concise, direct, and empathetic as we can when talking to them—using plain, easy-to-understand language when explaining products, policies, and claims.\n\n#### Helpful\nWe treat relationships as valuable and permanent from day one. But, when they need our assistance, we need to shine by offering friendly, pleasant, solution-oriented advice to our agents, guiding them with useful information in a convenient way.\n\n#### Welcoming\nWhether they’re just starting out as an agent or have been quoting us for years, we need to always lay out the red carpet and continually greet them with open arms.\n\n### Keeping it simple: Creating content for Progressive\nWhen it comes to writing—whether it’s body copy, headlines, articles, or more—one of our general guiding principles for all Progressive communications is to keep it simple. To cut out all of the clutter, bring the main message to the forefront, and keep our content as simplistic and easy-to-read as possible.\n\nThat’s why we’ve put together a number of questions for writers, designers, and content creators to ask themselves before, during, and after the creative build:\n- Can my message be delivered more succinctly?\n- Can any elements be removed from the layout?\n- Is my vocabulary as clear and direct as possible?\n- Can the content be made more scannable and easier to read?","border-bottom",[593],{"id":594,"label":595,"icon":178,"url":596},1111,"Visit Brand Behaviors page for more on Progressive's Voice","\u002Fbrand-behaviors",[],[],"page.text-content",{"id":601,"navAnchor":602,"title":63,"content":8,"subheadText":8,"borderClass":591,"disclosureText":8,"buttons":603,"groups":612,"blurb":613,"__component":599},5446,"resources",[604,608],{"id":605,"label":606,"icon":178,"url":607},1112,"Visit DAM portal","https:\u002F\u002Fprogressive.widencollective.com\u002Fportals\u002Fnjqz3qbs\u002FAgencyCoreB2BPortal",{"id":609,"label":610,"icon":77,"url":611},1113,"Download PDF of Agency Lines Brand Identity","https:\u002F\u002Fprogressive.widen.net\u002Fs\u002F7ldhd7gssm\u002F20a00083.a_agency_brandguidelines_10-3",[],[],{"id":615,"prevLabel":616,"prevUrl":617,"nextLabel":618,"nextUrl":619,"borderTop":620,"__component":621},1175," Platinum Reserve℠","\u002Fplatinum-reserve","Commercial Lines","\u002Fcommercial-lines","no-border","page.button-pagination",1790297970703]