If you’ve been in the mortgage business a while, then you no doubt understand the importance of a strong brand. Investing in building your brand supports the long-term success you’re seeking. There’s a lot of information on brand-building online, but in my opinion, authenticity is the key to building the strongest brand. When your brand is built on a foundation of authenticity, it has the potential to function as powerful fuel for your business. Here are a few things to keep in mind:
It Differentiates You from the Competition
Wherever you’re located, you’re not the only LO in town. And you’re not the only LO who understands the importance of branding. When prospective clients start their search for a local loan officer, they’re going to come across many of your competitors, some of whom have an impressive online presence. The dazzle of an expensive website and social media sites wears off quickly, though, if there’s not an authentic presence behind it. Prospects can see past the gloss. You may not be able to outspend your competitors, but you can beat them with authenticity. Prospects are looking for the loan officer they can trust, and when you’re represented by a brand that accurately shows who you are and what you’re about, you’ll have a much easier time demonstrating that you should be their top choice. More on standing out from the competition, here.
It Helps Build Trust
Continuing with on with trust — your brand gives you the ability to start building trust with prospects before you’ve even met. Have a look at the messages your brand conveys. Look at what you’ve chosen to highlight. And then see if your business follows through on those promises. If so, you have an authentic brand. Authentic brands earn trust because its promises are met. If your brand highlights personalized service, and potential clients see reviews from past clients attesting to that, then your prospects will see that your brand is honest. People want real interactions with real people. Brands that don’t engage on a personal level are going to have a hard time earning the trust of prospective clients.
It Makes Brand-Building Easier
When your brand reflects who you are, it’s much easier to build a cohesive presence. The content you add (including images) is much easier to develop and curate when authenticity is at the core. For instance, a blog is one of the best ways to get noticed online and strengthen your brand. If your brand is authentic, you’ll find it very easy to know what to write and post, as it’s a direct reflection of you and what you find important. A brand with an authentic foundation does much of the work for you.
We can be pulled in many different directions when considering brand-building. Staying on top of the latest marketing trends and branding strategies is important, but it’s not necessarily the place to focus on first. When your brand is an accurate representation of who you are and what you believe, it becomes a powerful tool for business growth, and a powerful tool to ensure you stand out from your competition.
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