Branding is essential for a broker’s appearance to their clientele. The image a broker presents starts from the moment a client lays eyes on their logo. Their opinion of that broker can be formed in that split second and can be further impacted by how that branding translates across the broker’s entire operation.
For this reason, branding is an essential part of getting any brokerage firm off the ground. Understanding how to use branding can make or break or a budding business.
A universal message
The number one rule of branding is not to deviate. Names, logos, color schemes, and mottos need to be universal across every location they appear. From business cards to letterhead, websites to Facebook pages, those aspects are going to be the first thing that clients associate with a broker and his firm. If there is a deviation it ruins that image and makes it harder for a client to associate the image and name with the broker.
Fonts need to remain the same, with the text size for headings, sub-headings, and body text being a universal aspect of the make-up. Color scheme doesn’t need to be as concrete, but it should have base color or two which make up the core of the color choices. Any deviation should work with or complement the original core colors. Both color and font should be easy to read and not too over the top. That generally means no Comic-sans and no neon.
A logo is forever
Ok not literally, but a logo is one of the key items a client will associate with a company. A good logo tells a story, connects with the person viewing it, and allows the company to present themselves in the simplest way possible. We look at great logos and we instantly know who they are and how they make us feel. For a broker that same concept applies.
Picking a good logo has numerous aspects, including color, size, and the central image. Each of these is one puzzle piece to making a great logo. There aren’t any key rules about what can or should be featured, but the general expectation is that a logo fits with the theme of the company. Looking at the name of the company can often help define that theme, with key words helping to connect imagery to name.
Messaging makes the world go around
Messaging isn’t just the imagery that is presented to the client. The tone of the company, the way it presents itself needs to spread across all marketing platforms. Whether a broker decides they want to have a professional tone or a more casual one, that tone should appear in everything from emails to twitter posts. This includes multiple aspects of communication style, including whether to use active or passive tone, how employees are referred to, and what the primary form of communication will be. Creating a style guide can help with this, ensuring that each piece of communication is universal.
Only the beginning
These are only a small portion of the pieces that make up the branding of a company. Understanding how to work with them to create a voice that is unique to your brokerage is a task you’ll work on with designers and writers. For help with understanding how to implement these and other lessons contact us to see if Commercial Loan Broker Institute training is right for you.