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In this episode of Agents Growth Academy, Jim welcomes Dani Kimble, founder of Azelie Studio and a specialist in building purpose-driven brands. Dani shares how growing up in a family business shaped her storytelling mindset and explains the core elements of creating a brand rooted in authentic purpose. She offers valuable advice for insurance agency owners looking to deepen their brand impact.
Takeaways

• Building a purpose-driven brand starts with understanding and articulating your backstory.
• Dani’s branding process focuses on authentic storytelling, not quick marketing tactics.
• Brand strategy involves core values, purpose, vision, and long-term positioning.
• Insurance agencies often struggle with balancing short-term wins and long-term brand growth.
• Brand work leads to stronger retention, internal culture, and deeper client relationships.
• Dani doesn’t push marketing without a solid brand foundation first.
• Storytelling creates meaningful differentiation in competitive markets.

Resources From Dani

Website
LinkedIn
Difference by Bernadette Jiwa
About Dani

Dani Kimble empowers small businesses to create purpose-driven brands grounded in authentic story and strategy, positioning their brand for growth. She’s the Founder of Azelie Studio, a boutique brand consultancy focused on brand strategy, brand identity, and brand story.
Former Chief Marketing Officer for a growing independent insurance agency, Dani transformed the brand identity to center around its story, its people, and its culture. This led to supporting growth across the organization from talent attraction and retention, client retention, new business opportunities, and referrals.
Dani is now sought for her branding approach that puts storytelling and differentiation at the forefront. Dani has been featured in business publications, podcasts, and articles for her work in brand positioning, messaging, storytelling, and marketing.

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