What is the most important thing to making a recognisable product or service?  If you said branding, you’re right. Establish your brand effectively and customers will trust you.  It brings greater attention and loyalty to your business.  This is just as important for mortgage broker marketing as for any other niche.  And, regardless of the field you’re in, there are some essential steps to creating a successful brand.  Let’s take a look at each step:

1. Identify the attributes of your brand

You want to make the attributes relatable.  This helps your customers relate with your brand on a personal and emotional level.  Consider the quality of your products, what kind of support you provide, your values, and your organisational culture.  These are the qualities that shape the identity of your brand. Research what your customers want and value.  Make sure to reflect this in your mission statement and all of your communications.  This builds your identity and increases brand recognition.

2. Design a logo that reflects your brand

Your logo is an essential aspect of your brand.  Once you’re clear about your attributes and values, you’ll want to create a distinct visual that embodies the brand.  The logo can help to firmly fix your brand in the mind of a customer, so the key is to make it recognisable. A unique font and colour with a design that appeals emotionally to your target audience.  Resist the urge to make it too complicated or clever.  You don’t need a work of art, just a symbol that carries the feel you want your brand to convey.

3. Make sure your site offers great user experience

Your website is your online business card, or storefront.  It’s the medium that lets you get your product or services out there.  Designing the website is, in some ways, a lot like creating the logo.  You want all of the aesthetics of the site to reflect your values and the feel of your brand.  It’s also important that the site be clean, clear and feature your logo strategically.  On the technical side, it’s essential that customers have a great experience when they visit your site.  Make it user friendly and easy to navigate, and make sure that you have fast loading speeds.  The better their site experience, the more time customers will spend on your site and the easier it will be to make sales or generate leads.

4. Make sure your site is optimised for mobile

This is one of the most important elements of online marketing.  Almost 59% of users across the world accessed the internet through their smartphones in 2018, and that continues to increase.  This means that mobile optimisation is essential for building a successful brand.  Make sure that your site is mobile friendly, and, if you want to take it to the next level, you can create a user-friendly app to improve customer access.

5. Offer valuable content

An essential aspect of creating a successful brand is building a relationship.  This is all about communication, about creating content and connecting with your audience.  Make sure to provide engaging, unique content.  The key is to offer information that your customers want.  This positions you as a resource and helps to boost your site traffic. Then use a content marketing strategy to get the most out of your content creation.  Use a combination of channels and mediums like videos, blog posts, infographics, and social media posts to boost customer engagement, and make sure your content answers questions or offers information that is valuable to your audience.

6. SEO!

SEO (Search Engine Optimisation) is one of the most essential elements of any brand and marketing effort. Optimising your site means it will show up when people search for things related to your company.  The key is to build your site around certain keywords that are relevant to your products or services, as well as analysis of the competitors and other factors.  The better your SEO, the higher your site will be in the search rankings, boosting traffic and conversions.

7. Showcase your brand on social media

Social media has become an essential part of the online experience.  Most shoppers will explore social media before making new purchases or establishing a new relationship with a business.  This is an excellent way to post reviews and testimonials, increasing the legitimacy of your brand and helping to build trust.  Plus, if you engage with your clients regularly, you also build stronger relationships.  Since this is such an important channel, it’s best to connect with a social media management agency to establish a solid strategy.

These are a few tips that will lead you in the right direction for creating a successful brand.  To take it further, you have to tailor your approach to your particular niche and audience.  If you have questions about brand building or online marketing strategy, feel free to contact us.  At Reputation by Design, we’re dedicated to helping you reach your customers and position your brand effectively.