The Leading Brand Strategy Agency Dedicated to Building B2B Brands


First American

Championing culture and the limitless power of people.


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First American has been a leader in the title insurance and settlement services industry for more than a century. Core to First American’s internal culture is the belief that its people are the company’s most important asset and the key to its continued success.

With this in mind, First American approached BrandingBusiness with two objectives: 1.) celebrate the familial culture of the organization internally through print and digital media, and 2.) take a fresh look at First American’s employee experience in order to improve upon the area of internal communications and bring a new face to the company’s Employer Brand. Critical in their own rights, First American also placed upon itself and BrandingBusiness the additional challenge of becoming listed on FORTUNE’s list of the 100 Best Companies to Work For®. The thought was to utilize the culturally communicative projects that were underway to help bolster First American’s formal submission for consideration.


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With the support of the Human Resources department at First American, BrandingBusiness first wrote, designed and developed a 100+ page spirit book titled “We the People” that brought stories from employees across the country to the forefront – highlighting how First American successfully honored, rewarded, celebrated, listened and communicated with its employees. On the heels of the book’s release, BrandingBusiness began work on a series of videos that once again focused on sharing the emotional power of employees stories and the culture at First American.


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The videos and supporting stories focused on lesser-known programs and benefits at First American, such as its philanthropic activities and rewards programs. Viewed by thousands of employees, the series was launched and continues to be shared on the First American intranet.


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Following a series of workshops, employee focus groups, and discussions with various functional area leaders within the company, clarity and consistency in internal communications was selected as the most critical area where the employee experience could be positively affected in the short-term. Playing off of the popularity and familiarity employees now had with the concept, BrandingBusiness created the “People First” system. In collaboration with First American, “People First” has become a vibrant and documented visual system, a verbal dialogue and a communications architecture that has begun to bring clarity to employee communications – from recruitment to retirement.


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Since the launch of the People First system, BrandingBusiness has helped First American to integrate it into several critical employee communication vehicles, including: annual enrollment materials for employee benefits, a refreshed rewards and recognition program, and a company-wide Human Resources weekly email that has significantly reduced the volume of email communications that had previously filled employee inboxes. The collaboration between First American and BrandingBusiness continues today, ensuring that the employee experience is always a top priority.

As a clear validation of the relationship and work completed, First American, on only its second ever attempt, was named to FORTUNE magazine’s 2016 list of the 100 Best Companies to Work For®. Once again honored in 2017, First American improved its position on FORTUNE's list. As the employee experience continues to evolve, they hope to continue this forward momentum for years to come.


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