Building a recognized brand in the local area requires more than just a catchy tagline or fancy logo. It requires planning, strategy and showing up consistently and authentically. Creating a unique selling proposition, a strong reputation and credibility as well as being knowledgeable and approachable, will help create a unique brand opportunity. In the mortgage industry, this may involve excellent customer service, a variety of mortgage solutions or superior industry knowledge. The strongest asset for each business should be what is capitalized on for brand building.
Recognize the Unique Selling Proposition (USP)
The unique selling proposition can be anything from specialized knowledge in a particular facet of mortgage brokering to a higher level of personalized service or a specialty in local mortgage products and property markets. Recognizing this uniqueness and aligning it with potential clients can be very beneficial to building a brand.
Understand the Target Audience
The next step is to understand the local market and potential clients. Building out an audience segment that fits the USP is a worthwhile time investment. Focus on who belongs in this audience, what their needs are, what their pain points are and how they could benefit from the services or products offered. Understanding their fears, desires and expectations can help tailor branding messages and content that resonate with this core audience.
Craft a Compelling Brand Image
Logos, websites, emails and business card designs, as well as social media profiles, should all align with a singular brans imagery. If the brand is built on certain important values, opt for colours, fonts and imagery that reflect this value. Keep imagery online, in person and in print consistent to create recognition for the brand everywhere. The more consistent the brand image is, the more recognizable it can become.
Optimize an Online Presence
Even if the goal is to serve locally, reaching an audience online in this digital era, is exceptionally important. Many potential clients may be looking online specifically and engage with a brand there first before moving forward. This is why it is imperative to maintain professional, user-friendly and informative online persona. Use SEO for websites, build social media profiles and reach out with valuable and esthetically pleasing email campaigns. Being active on social media, engaging with audiences there, building out profiles such as Google Business Profile and opting in to local directory listings can help boost local visibility and increase credibility.
Use Local Partnerships
Collaborating with local businesses and participating in local community events is a great way to grow brand recognition. Building relationships with small business owners, or influencers in related markets, can improve brand reach. Volunteering at local events and meeting the public creates visibility for the brand and will allow for more relationship building opportunities.
Participation in local events, sponsorship of neighborhood activities, or collaborations with local businesses can demonstrate dedication to the community. Such involvement can earn trust and loyalty, creating a solid client base.
Provide Exceptional Customer Service
How a brand treats its customers says a lot about them. The customers will also say a lot about them. Word of mouth recommendations can make or break a business, so offering exceptional customer service is imperative for building a brand with local market. Work to educate clients, respond as promptly as possible and maintain trust by being open and transparent throughout the mortgage process. Positive customer testimonials or referrals can do more to build a brand than advertising ever will.
Use positive reviews and testimonials on the website, social media, email campaigns and more to utilize the social proof and built trust with the audience. Encourage satisfied clients to participate by submitting a review at the end of their process. Use any criticism to help improve customer service, processes or communication issues.
Establishing a strong, local brand requires an understanding of the target audience, listening to existing customers and being present in the local community. By leveraging these strategies, a brand can create a following of satisfied clients and long-term referral opportunities. Brand reputation is built over time, so consistently delivering on the brand values is key, and worthwhile in the end.