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Mortgage Brokers: How to Choose The Right Brand and Logo For Your Business?

Allthia SimMarch 18, 2022
Mortgage Brokers: How to Choose The Right Brand and Logo For Your Business?

Mortgage brokers must choose the right brand and logo that represents their mortgage business. However, it can be a challenging task especially if you don’t have any idea on how to start.

In this blog, we will cover how mortgage brokers like you can choose the right brand and logo for your business. After you read this, you will be familiar with:

  • Difference between brand and logo
  • How to choose the right brand and logo
  • Benefits of having a good brand and logo

Difference Between Brand and Logo

As a mortgage broker, brand and logo are an important part of your business. Even though this term is always used and must work together, remember that the process is still different.

First of all, let’s define the meaning of the word logo. The logo is the symbol of your business, it is made up of text and images that represent your brand among your competitors and help you stand out. A logo is usually a combination of different elements like typography, symbols, and color. It is a graphic element that helps to build brand identity.


The brand, on the other hand, is the foundation of your business that provides your audiences the impression of the product or services you offer. Furthermore, it helps to create personality and emotional responses that establish trust between you and your audiences. These can be your brand name, logo design, products or services you offer, and your business values. 


How to Choose the Right Brand and Logo

Before you start creating a logo for your mortgage business, the first thing you need to do is to identify your brand. But how will you do it? 

Here are some ways you can follow to help you choose the right brand and logo for your mortgage business.

Ways to choose your mortgage brand:

1. Identify your brand Identity. This includes the name of your business, the color, images, and other visual elements that you will use. Your logo design is also part of your brand identity. 

Identify your brand Identity

Here are some questions mortgage brokers can ask to find their brand identity:

  • Why did we start this business?
  • What makes us special?
  • What are our beliefs and values?
  • What is our greatest strength that our competitors don’t have?
  • How can we describe our business in three words?
  • What do we want our customers to see or describe in our business?

2. Build your brand promise. Mortgage brokers must establish a well-thought brand promise that answers your client’s expectations on how you can serve them well. This also helps to establish trust and loyalty with your clients. 

Build your brand promise

3. Add a brand differentiation. You need to have a unique brand that differentiates you from the other mortgage brokers. For example, you can think of what other mortgage brokers don’t have that you can take advantage of by offering it to your clients. By doing this, your target market will be more likely to take your service, and it will also help you to stand out from the competition.

4. Choose your tone of voice. The tone of voice is the expression of the people behind the brand, it builds trust, and can be used to persuade your target audience. In a survey, 65% of customers say that they are emotionally connected through the brand's tone of voice since it gives them the impression that the company cares about them.

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Ways to choose your mortgage logo:

1. Choose the right font. Choosing the right font can sometimes be hard since there are a lot of good fonts that you can use. However, each type of font can be used depending on your brand identity. For example, a mortgage broker's brand identity is usually professional. So instead of using playful fonts, you can use a professional type of fonts like Times New Roman, Calibri, or Sans Serif.

Choose the right font

2. Pick the right shades of color. Colors are used in the logo to give a different meaning and vibe, they are not just there to add design to your logo. Colors can also define your brand identity, in fact, 80% of people said that color increases one’s brand recognition. 

pick the right shades of color

3. Check out your competitors. When you start getting stuck with ideas, looking at other businesses' logos can give you some fresh perspective and broaden your horizons, but it doesn’t mean that you will copy their logo.

You can start by looking at your competitor's logo to see the concept of their logo; then think about how you can make a different logo that will help you stand out.

4. Keep things simple. Overcomplicating your logo will make it look sloppy and unprofessional - not to mention that it'll be harder for people to remember! 

So avoid adding unnecessary elements that are irrelevant to your business brand identity. Think of what you want people to see first when they look at your logo: the message or company name? If you have empty space within the logo itself, can you simplify it by removing any excess imagery, colors, or fonts? 

Benefits of Having A Good Brand and Logo

  1. If you have a good brand and logo, it will help you to attract your target audience. In fact, 85% of people said that color is the primary reason they avail a service or buy a product.
  2. Creating a unique brand and logo can separate you from your competitors.
  3. A good brand and logo will give you credibility, it gives people the idea that your business is trustworthy and you are an expert in your field. This is also important in your business social media platforms where most of your target audience are found.
  4. It gives you more confidence to market your business on different platforms. Your confidence will also reflect on how your audience sees your business.


Choosing the right brand and logo for your business can be a challenging task because there are many possibilities to consider when creating them, despite this, the process can still be fun and fulfilling if you know that you are doing it right. 

get our modern broker method system

Get Our Modern Broker Method System

A plug-and-play marketing package for mortgage brokers. These are proven and tested marketing methods that are specifically tailored to your services.

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