Brand Development

Our process for building, reinforcing, rediscovering, and rehabilitating mortgage and fintech industry brands has been proven hundreds of times, for more than 30 years.

As a provider of mortgage industry products, services or technology, do you know what your brand stands for or means to your audience?

Is your company losing market share and new clients to brands that appear more relevant?

Or, perhaps you have an established brand that needs to be updated because of a change in strategy, a merger, acquisition or new leadership.

If you find your business in any of these situations, turn to Seroka.

At Seroka, we own a branding process that has been perfected over time to help companies in the mortgage and fintech industries grow critical metrics. In addition, we design strategies for creating cultures of continuous improvement, operational excellence and product/service leadership – because without a healthy culture, a brand will never reach its full potential.


Metrics We Improve


  • Awareness
  • Sales
  • Customer loyalty
  • Reputation
  • Price premium


  • Employee engagement
  • Productivity
  • Errors/mistakes
  • Attraction and retention of top-tier employees



Are you growing through mergers and/or acquisitions? Are you creating new brands under your corporate umbrella? Are you re-branding existing products and services?  If you are involved in any of these processes, we can help you:

  • Maximize the brand value of your umbrella brand and its sub-brands
  • Establish strategic guardrails for all brands in your portfolio
  • Lower the barriers of growth when acquiring or creating additional brands
  • Provide clarity for the unique value propositions of all your brands
  • Provide the logic supporting your company’s brand portfolio

Internal Brand & Culture Research

In a matter of weeks, we will give you insights into the health of your culture that you can use to build a new spirit of teamwork and creativity. We identify the obstacles that are limiting your ability to reach your goals. Improving your brand and internal culture will help your company reach its full potential.

Areas of focus:

  • Increasing employee engagement
  • Improving teamwork
  • Raising productivity
  • Improving innovation and creativity
  • Helping you attract top-performers
  • Growing efficiency
  • Leadership
  • Finding your sources of errors and mistakes
  • And much more…

Voice of Customer Research

What keeps your clients coming back, and what may be pushing others away? Often, all it takes is one negative experience to lose a client for good.

We can provide you with valuable insights and information about your clients and how they feel about your company. You can take action on the insights we provide to improve how your company connects with your clients. We focus on key areas, such as:

  • Brand perception
  • Competitive threats
  • Product quality and service delivery
  • Customer advocacy and loyalty
  • Much more…

Brand Identification & Restoration

At Seroka, we use our experience to identify and restore your brand. A healthy brand and brand communication improve your company’s performance.

Do you recognize the brand health problems below in your company?

  • Stuck in a vicious cycle of perpetual rebranding
  • Longer than industry-average sales cycles and lukewarm sales
  • Lack of brand clarity
  • A reason “not to buy” has surfaced
  • Unable to shake off undesirable customer perceptions
  • Lacking structure for its brand portfolio

If so, let us help restore your brand to good health.


According to a 2018 Gallup Poll, only 34 percent of employees are engaged in their jobs.

It’s the reason that culture has overtaken strategy as the number one focus of CEOs.

We will provide the framework and tools for aligning employees with the brand and its values. The goal is to make the necessary changes and adjustments to improve internal metrics, such as:

  • Employee engagement
  • Teamwork
  • Productivity
  • The attraction of top-performing employees
  • Reduction of errors and mistakes
  • Operational efficiencies