What Should Be On My Brand Recognition Pieces?

There are some basic rules for design of a brand recognition direct mail piece.

Rule #1: Keep color consistent.

Many times people fall into trap of changing look of their promo for seasons or for holidays. The thought is that people are thinking about Christmas or St. Patrick's Day so they will respond better to promo with those colors. The truth is exactly opposite. Their senses are so flooded by those images that they actually start to skip right over them. Pick a color for your company and stick with it. You will do much better in building recognition.

Rule #2: Make a logo and use it on every piece.

Having a clean, professional logo is best. It may be a little pricey to have designed but in end it is well worth money. Experienced designers can often charge up to $2000 for a corporate identity package including logo, letterhead and business cards. If you aren't looking to make that type of investment simply pick a type style for your company name and use it every time. Consistency is key because your logo is your main identification point.

Rule #3: Make it Informative.

Every piece should have something useful for your customers. Whether it is new information about mortgage industry or even possible investment properties in their area, it can even be completely unrelated to mortgage industry. A calendar or list of emergency numbers, even old recipe card trick still works pretty well. Anything that is likely to be kept around will help to build recognition in minds of your past customers.

The mortgage industry has experienced a huge amount of growth over past few years. Unfortunately this growth cannot last forever. At some point it is going slow down and only way to keep your income in range that you have become accustomed to is to ensure that you retain as many past customers as you possibly can.

A direct mail campaign is best way to do this, but remember, this type of program is a long term process. Don't get discouraged if you can't directly calculate amount of money that you bring in right off bat. What you are doing is burning your name into minds of your customers. Eventually it will work out to you seeing less attrition and far more referrals.

5. Benefits, benefits, benefits.

One of biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.

6. The offer.

An offer is always a good idea and should represent a specific reason to call now, such as “Limited supply” or “Interest rates are climbing.”

7. Your company name and logo.

Although this needs to be on mailer, it shouldn’t overshadow offer. Customers care most about what you can do for them.

8. Call to action.

Tell prospects exactly what you want them to do. “Call today for more information” or “See us online” are two of most common desired actions.

9. Contact information.

Provide your name, phone number, and Web address directly following call to action. Whatever you ask prospects to do, give them means to do it easily.

10. Return address.

A return address ensures you’ll get returned mail from post office and sends a message that you’re an established professional. People feel better knowing company they’re dealing with has an actual location.