Brand Development

Our process for building, reinforcing, rediscovering, and rehabilitating Mortgage Company Brands has been proven and perfected over time, hundreds of times, for more than 30 years.

Do you know what your brand means or what it stands for? Is your mortgage or financial business losing market share and sales to brands that are 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 financial industry 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 are 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. We will 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 customers coming back, and what may be pushing others away? Often, all it takes is one negative experience to lose a customer for good.

We can provide you with valuable insights and information about your customers and how they feel about your company.  You can take action on the insights we provide to improve how your company connects with your customers.   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

If you are experiencing one or more of the following, your brand may be in trouble.  At Seroka, we use our experience to identify and restore your brand.  A healthy brand and brand communication improve your companies’ performance.  Do you recognize the brand health problems below in your organization? Let us help restore your brand to health.

  • 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



According to a 2016 Gallup poll, only 32 percent of employees are engaged.

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 needed changes and adjustments to improve internal metrics, such as:

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