Posts Tagged ‘Branding’  

26 Ways Your Brand Makes a First Impression

A bad brand experience is like a Fish Handshake

Have you ever had an unpleasant first-time encounter with a brand and wondered how the owner of the company would react if s/he knew of your experience? This tends to be more of an issue with larger companies where the owner is several titles insulated from the interactions between customers and his or her company’s…


 

Is your customer survey data accurate?

Customer and employee surveys are one of the best ways to obtain critical feedback and measure performance in key areas. However, the way survey questions are written and presented can have a measurable impact on the quality and accuracy of responses. Formulating questions has become both a science and an art based on need, desired…


 

Measure the Performance of Your Culture Through Exit Interviews

Measuring and monitoring the health and performance of your culture, which drives productivity and operational performance, cannot be achieved simply by getting feedback from employees during annual reviews or loosely counting on them to bring urgent matters to your attention. The perceived (or perhaps real) risk that speaking up could cause more trouble than it’s…


 

How to Build a Sales-Driven Culture

When CEOs hear the word “culture,” most think about internal metrics such as productivity, morale, communication, teamwork and performance. As important as these metrics are, none on their own can go toe-to-toe with the metric of improving sales. For the growth-minded company, building a sales-driven culture is, was, and always will be the priority of…


 

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, such as a new CRM. 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 consider, based on your experiences and perceptions. With…


 

The Most Important Step In The Brand Development Process

It’s 5:56 am when the CEO of a financial services company 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…


 

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,…


 

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…