Modern family

I'm the fourth generation in our family firm. For many years (and still to many people), we were Lindsey & Associates. When I started my transition into leadership and knew we had to grow to other markets, I thought we needed a name that more specifically described our business. We'd had a company called Employee Benefit Consultants since the 1980s that really just functioned as a contracting entity.

After getting a marketing degree, I decided we needed a rebrand that let people know we were focused on benefits, so we decided to bring EBC to life. New brand, logo, brand story, and new meaning. It also allowed us to display our passion for solving benefits issues and creating smarter consumers of health care.

I felt good about this decision, since it was meaningful to us as a team, had the legacy that got us to where we are today, but also had a fresh spin that shared our passion and story. We've been able to build brand recognition into three or four new markets. It's been a fun ride.