Loan officers striving to grow their business likely know the importance of a strong brand. They’re prepared to invest in building a brand that will support the success they’re seeking. And there are countless pieces of advice out there about how to make your brand most effective. If loan officers had to tune into just one aspect when it comes to great branding though, there’s a quality that really stands out for me — authenticity. Sure, all the tips and tricks are great, but if your brand lacks authenticity, those tips won’t get you very far. On the flip side, when your brand is built on a foundation of authenticity, it has the potential to expand and function as a powerful fuel for your business. Here’s why:
Stand Out
You’re likely not the only loan officer in your area that realizes the importance of branding. This means that when potential clients start their search for a loan officer, they’re going to encounter multiple brands for different loan officers/lenders. While some loan officers/lenders might jump to flashy colors or the latest marketing trend to make their brand stand out, what potential clients really seem to notice is authenticity. A mortgage is a big decision, and they want to work with someone they can trust. When they sense a strong brand that accurately represents who you are, instead of a gimmicky one desperate for their attention, it will likely rise to the top of their list.
Earn Trust
What messages does your brand convey? What are the things you’ve chosen to highlight? And the most important question — does your business follow through on those things? An authentic brand earns trust because its promises are met. If your brand emphasizes personalized, friendly service and prospective clients see multiple reviews from past clients reporting on their positive experience, they’ll see that your brand is honest. People want real interactions. A cold brand that doesn’t engage on a personal level isn’t likely to earn the trust of potential clients.
Streamline Efforts
When your brand is a reflection of who you are, it’s more natural to build a cohesive one. The photos and other content you add will most likely fit with your overall brand. For example, a blog is a great way to strengthen your brand. When your brand is based in authenticity, all that additional content you’re putting out will reinforce the messages of your brand. Instead of having to regularly change your approach to make everything fit together, a brand with an authentic foundation will support cohesive work across your business.
When you’re working to strengthen your brand, it’s important to know where to direct your focus. While reading up on the latest marketing trends and branding strategies is certainly valuable, it’s not necessarily the place to start. Before you delve into how to use your brand, you need to ensure that it’s authentic. When your brand is an accurate representation of who you are, you can then use it as a tool to power business growth. Do you think authenticity is important for a great brand? I’d love to hear your thoughts.
Kirk Brewer
Branch Manager | Loan Geek | NMLS #150287