2022 USA Mortgage Marketing Brand Strategy.pdf

2022 USA Mortgage Marketing Brand Strategy.pdf

2022 BRAND STRATEGY

Here is where we will take a look at how we can gain more engagement and better consistency across our marketing efforts.

This guide will serve as a tool to assist our team in making the right choices when creating communications – what to do and what not to do with the logo, color palette, typography, trademarks and other brand elements.

TABLE OF CONTENTS

SECTION

SECTION

SECTION

SECTION

SECTION

SECTION

SECTION

BRAND AND TARGET AUDIENCE 01

DESIGN TRENDS 02

INSTAGRAM 03

FACEBOOK 04

LINKEDIN 05

VIDEO 06

PRINT TRENDS 07

PAGE 4

PAGE 13

PAGE 24

PAGE 34

PAGE 41

PAGE 45

PAGE 5

SECTION

OUR BRAND AND TARGET AUDIENCE 01

01

OUR BRAND The Importance of the Brand

USA Mortgage’s brand encompasses all of the different aspects, practices, and ideas that make us who we are. It’s what separates us from our competition, and attracts customers and talent to our doors.

Our brand is our most valuable asset, and it acts as our calling card before, during and after every interaction with our customers, co-workers and the rest of the world! The USA Mortgage brand does more than just identify us – it communicates our values, beliefs and personality.

This document provides comprehensive guidelines to the USA Mortgage brand. Please adhere to these guidelines without exception. They are critical to delivering a strong, consistent experience with the USA Mortgage brand across all of our communication channels.

A lot of hard work and thought has gone into building our brand and reputation. This USA Mortgage Brand Style Guide will give you the tools you need to protect it.

01

OUR BRAND Touchpoints

2

A strong brand is represented consistently throughout every aspect of a company’s business. This integration builds awareness and strengthens the perception of the brand. Consistent communication of the brand through all brand touchpoints also creates understanding and a positive relationship with all customers, key stakeholders, and team members. The USA Mortgage brand should be the foundation for all marketing and communication materials.

Product Messaging

Promotional Items

BRAND

Each brand touchpoint represents an opportunity to strengthen the brand further with internal and external audiences.

01

OUR BRAND The Tagline

Our tagline represents USA Mortgage’s brand promise to our customers in a straightforward, memorable, and exciting way.

The Home of Possibility ® re fl ects our commitment to work with customers from all economic backgrounds to help them achieve their goals, and set them up for a better, brighter future.

01

OUR BRAND Typography

IDENTITY

PRIMARY FONT

Typography plays an important role in communicating our tone, and our quality. Careful usage of typography reinforces USA Mortgage’s personality, and ensures harmony and clarity in all of the company’s communications. We have chosen Gotham as the corporate typeface because it helps inject friendliness, con fi dence and honesty throughout our communications.

Gotham Black A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Book A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Bold Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Gotham Narrow Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $123456789(.,:_!?/) Gotham Narrow Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Narrow Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Book Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Light Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Use Arial online and in Microsoft Of fi ce applications.

Gotham Condensed Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

01

OUR BRAND Typography

IDENTITY

PRIMARY FONT

Typography plays an important role in communicating our tone, and our quality. Careful usage of typography reinforces USA Mortgage’s personality, and ensures harmony and clarity in all of the company’s communications. We have chosen Gotham as the corporate typeface because it helps inject friendliness, con fi dence and honesty throughout our communications.

Gotham Ultra Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z $123456789(.,:_!?/)

Gotham Condensed Book A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Condensed Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Condensed Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Gotham XNarrow Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $123456789(.,:_!?/)

Gotham Thin A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Thin Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Ultra ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z $123456789(.,:_!?/)

SECONDARY FONTS

Arial Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Arial Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Use Arial online and in Microsoft Of fi ce applications.

01

04.21

23

TARGET AUDIENCE

IDENTIFYING OUR TARGET AUDIENCE When we’re planning, prioritizing communications with our target audiences will help us see the most growth. These are our most poplar target audiences:

Younger Generation FIRST TIME BUYERS RENTERS CREDIT CHALLENGED PROSPECTS IN-PROCESS BORROWERS INVESTMENT BUYERS

Older Generation VACATION HOME BUYERS CURRENT HOMEOWNERS CLOSED-LOAN CLIENTS

Business Partners CO-MARKETING PARTNERS

SOURCE: https://www.socialinsider.io/blog/why-brands-are-using-instagram-stories

01

TARGET AUDIENCE

YOUNGER GENERATION They want help every step of the way. Because they are new to the home buying process, they need a lending team that can coach them through unfamiliar territory with confidence. This age group overwhelmingly says that they value a lender who helps them understand the mortgage journey. o Figuring out which homes they can afford.

o Overcoming obstacles to getting their offer accepted. o Determining which mortgage type is right for them.

Price is a priority. They can’t afford to break the bank. Many are first-time buyers without the funds from selling a previous home, and many are still saddled with debt from student loans. Share how your expertise can help them save money during their home-buying journey.

Appearance matters to the younger generation. It’s no secret that millennials are social media fanatics. Many of them frequently check sites like Facebook, Twitter, and Snapchat throughout the day. Visual sites like Instagram and Pinterest are also very popular among millennials who want to find interior design inspiration or drool over the architecture of their ideal dream home.

They want to know how you’re different. Distinguishing yourself from other companies is especially important when working with millennial clients.

They want us to be digital. Marketing our services online is no longer optional. With 93% of buyers in the “younger generation” frequently using the internet during the home buying process, digital marketing is essential for reaching millennials. Our marketing strategy needs to meet millennial home buyers where they research and browse properties. That’s why SEO (search engine optimization) is so important. Aligning the content in our website and on our social media to the keywords that millennials use to search for homes in our region will help us pop up in search listings.

SOURCE: https://placester.com/real-estate-marketing-academy/essential-tips-real-estate-marketing-millennial-home-buyers

01

TARGET AUDIENCE

OLDER GENERATION Use relatable language. If you want to market your product to someone, you have to speak their language. If you’re going to market to seniors, you need to avoid using teenage jargon, trendy language, and internet slang.

Sell yourself, not the product. When you are selling a product or service to someone, it’s basic marketing knowledge that you are not selling them "the product", but rather what the product will do for them. They want products and services they know are going to make their life easier in some way. And it’s your job to make sure they know how your product will do that.

Make things as easy as possible. Requiring certain actions on a web page or in an app won’t necessarily be the best course of action for this demo- graphic. Make the sales process as easy to understand as possible.

Using multi-channel marketing. Most members of the older generation live offline. Relying solely on mobile and internet marketing is not always the best strategy. It’s more strategic to market on and offline by using social media and print marketing equally.

Personalize the experience. Good quality customer service was always personal to this demographic, and automated or self-service was almost unheard of. There was always a live person on the other end of the phone to talk to in the customer service department.

SOURCE: https://www.semrush.com/blog/7-tips-for-marketing-effectively-to-seniors/

SECTION

DESIGN TRENDS 02

02 2022 DESIGN TRENDS

DESIGN TRENDS Graphic Design Trends for 2022

As with any industry, graphic design is in a constant state of flux. Trends ebb and flow, new technologies arise, and designers adapt or fall by the wayside.

In recent years, a few graphic design trends rose to the top. If you’re looking to stay ahead of the curve in the world of branding design, it’s important to know which trends are on the rise and which ones you should avoid.

Here are eight graphic design trends that are expected to dominate in 2022 and why they’re becoming popular.

INCLUSIVE VISUALS CUSTOM BRAND VISUALS FUN >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58

Made with FlippingBook Online newsletter maker