On the National Mortgage News LinkedIn page, I recently had
John commented “What I've seen is anecdotal evidence of lenders, especially, becoming more concerned about their brand.” And my response was this is something both companies and individual loan officers should have been working on all along.
Even though I didn’t see it at the time, the importance of developing a unique brand was introduced to me by the president of my baseball umpires association back in the mid-80s.
At that time, virtually every umpire group was wearing a light blue button down shirt. Our association wore white shirts.
Now obviously white shirts are difficult to keep clean looking on dirt fields, while the light blue hid the dirt better.
But our president was insistent. He said the group was known on Long Island as the umpires who wore white. That fact made us stand out from the other associations.
From my perspective, it did give a little bit of pride knowing that we were making our group stand out.
Proper branding can do that for an enterprise. A poor branding strategy−well, your company could
