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Mortgage brokers can easily become busy with the day-to-day operations of their business, but it is important to step back occasionally to see how your business sits as part of the bigger picture.
Your branding is the look and feel of your business – its personality which both new and existing clients get to know over time. It is essential for a business to differentiate itself, especially in an industry such as mortgage broking where many companies offer a very similar service. By creating strong branding and maintaining a unique business identity, a brokerage can increase its chances of continued success.
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Brokers should use their brand to highlight their individual qualities, services or business philosophies and a brand should be targeted towards a particular demographic to achieve the greatest impact. When 1st Street Home Loans was founded, the primary focus was in residential mortgages and the initial aim was to create a friendly and personalised feel. We wanted a name that was simple, memorable, relevant and approachable. Although our service offering has evolved over the years, our value proposition has remained the same in terms of our personalised approach, and we feel that this is still represented in our name.
A brokerage’s logo is important as it becomes synonymous with its branding and reputation, providing an easily identifiable symbol for clients. Many companies spend a lot of time choosing their brand colour and font, as they feel that these elements are important in conveying their company’s attributes.
Every few years, or as a business changes, branding can be refreshed, but it is important to remain consistent and recognisable to clients.
