Posts Tagged ‘Branding’  

Everything A Brand Endures In the Sales Process

Customer Purchase Journey Infographic

Assume for a moment you need to make a major purchase in the next several months. Perhaps a new machine, piece of equipment, or even a new CRM system. In your decision-making process, your mind would likely fast-forward to thoughts of one or two brands you would consider purchasing, and perhaps brands you would never…


 

The Most Important Step In The Brand Development Process

It’s 5:56 am when the CEO of a manufacturing firm opens his email. His attention is immediately drawn to the “Urgent” message from the President of his advertising agency, time-stamped at 5:03 am, to call ASAP. When the CEO calls the President’s cell phone, it’s answered before the first ring is heard, and the President…


 

A Proven Method for Building a Continuous Improvement Culture

Toyota receives more than one million operational improvement ideas from its employees each year and implements 90 percent of them. There are two powerful messages in this short statement worth noting: 1) One million ideas submitted each year tells us that Toyota, a company revered for setting the standard in manufacturing, is always looking for…


 

What Glassdoor Ratings Tell Customers About Your Brand

At one of my recent brand strategy retreats, I asked everyone in the room to raise their hand if they were aware of glassdoor.com. Less than half lifted their hands. For those of you who are unfamiliar, glassdoor.com is one of the fastest growing job and recruiting sites, and it includes a database of millions…


 

Are Unique Value Propositions Overrated?

For far too long, marketers in the manufacturing industry have been hung up on identifying their “unique” value propositions, believing that if they don’t own one, they wouldn’t be equipped to confront the competition head on and win new customers. Hold that thought. The urgency and anxiety over defining one’s Unique Value Proposition (UVP) has…


 

Top 3 Things to Ask Yourself Before Rebranding

woman painting face

VW, Chipotle, Samsung, BlackBerry, Enron…What do these companies have in common? They were, or are, brands in crisis. And, what about companies that manufacture floppy disks, fax machines, VCRs and cassette tapes? Their brands became irrelevant because competitors found ways to do “it” better. Then there are those laundry detergent balls that look like candy,…


 

Micro-Moments: The Mobile Brand Experience

    Sometimes reality hits you so hard that you get knocked down to the ground, and you find yourself just sitting there for several minutes, wondering what just happened. It happens to everyone. It may have happened the first time you googled your name and either saw nothing, or pages and pages of information…


 

Is your mortgage company brand attracting the best talent?

Whenever I work with companies in the mortgage industry to assist them in the process of building a stronger brand, one of the questions I ask is, “Why do you believe you will succeed in such a saturated, hyper-competitive industry?” The responses I receive are nearly always the same – the CEO or owner will…


 

5 Ways Your Agency Fails You and Your Brand

Most CEO’s in the mortgage industry know the importance of having a strong brand. They understand having a strong brand is key to differentiating themselves in a highly competitive environment. This is especially true for mortgage bankers, title companies, appraisal firms and many others that know they have similar product and service offerings and really…


 

8 Ways to Drive Trust in Your Mortgage Industry Brand

No matter what business you’re in, the only thing you’re really selling is trust. According to the 2014 Edelman Trust Barometer, the firm’s 14th annual global exploration of trust by industry, “financial services” remains the least trusted industry globally. This is the sixth year running that financial services was the least trusted industry in the Edelman…


 

9 Troubling Branding Mistakes and How to Avoid Them

Troubling Branding Mistakes and How to Avoid Them

Your brand is your claim of distinction, backed up by the evidence of performance on that claim. This is the most clear, concise way to define a “brand.” If you’re reading this, you know how important a brand is to your success. A strong brand will go a long way to help you conquer the…


 

The Role of Color in Branding in the Mortgage Industry

colors used in mortgage industry branding

Color plays a huge role in our lives. When we get up in the morning, we make decisions on what colors we’re going to wear that day based on our mood, whether or not we have a meeting to attend, who we’re going to see that day and the impression we want to leave on…


 

How do you create a brand that drives Realtor® referrals?

mortgage marketing strategies drive realtor referral

The tides have turned and the shores are awash with those who have lost their jobs due to the rising rates and the resulting falloff of refinance business. Mortgage companies from coast to coast are working hard to campaign their way into the Realtor® community, hoping to build the necessary trust that will drive purchase…


 

Is your mortgage industry brand at risk of failure?

Just this weekend I was reviewing several brands in the mortgage industry and what was being communicated about them in various social media channels. I was specifically looking at those that had more of a lackluster presence because they are usually the ones less aware of what’s being said about them, due to a lower…