We
are each responsible for
perception management.
Everyone entrusted with the use of the Sterling Capital Mortgage Brand (employees, partners, vendors) has a role to play in assuring its integrity and vitality. As brand stewards, we are responsible for sustaining the positive perception of Sterling among customers, colleagues and the communities in which we live and work. In the context of visual communication, this means aligning our style to ensure that the Sterling Brand is presented clearly and consistently in all its incarnations, from business cards to signage.
A Brand is
far more than
a logo.
It is a unique set of qualities that defines a company for customers, shareholders and employees. It is the way we look, the way we sound, the way we do business. It is the distinctive impression we make on the world. We rely on our brand identity to inspire confidence and loyalty. It has proven time and again to be one of the most potent tools at a company’s disposal for forging an unassailable competitive advantage in today’s marketplace.
Our brand is our ambassador, reassuring people that they are dealing with a savvy, creative company, a company poised to meet the mortgage needs of all our customers and partners.
Yes, there is more to the Sterling Capital Mortgage brand than meets the eye. But what meets the eye is crucial to shaping our marketplace identity.
That means everything from our logo and colors to our typography and imagery. To build a unique brand identity, we hired a nationally recognized brand consulting firm to assist in creating a distinctive Sterling visual iconography that speaks directly to customers. Immediately recognizable, it should evoke the values that will make Sterling the preferred brand.Growth
demands
discipline.
We must present an effective, clear brand identity in every customer interaction so we not only reinforce our brand, but also strengthen it.
Inconsistency will dilute and eventually erode our valuable brand.
The fundamental visual elements used to communicate brand essence are the logo, colors and typography. Specific guidelines have been carefully developed to provide an effective framework to present a clear brand identity to the marketplace.Why protect our Brand?
A recognized and respected brand is one of the most valuable assets a company can own in today’s intensely competitive marketplace. A strong brand position is the basis for powerful customer relationships. It can represent a perception of quality, differentiation and leadership, which are significant competitive advantages.
It makes an emotional connection with customers which goes beyond the mere product or service.
It symbolizes the enduring values of the organization.
By reinforcing our brand consistently over time, Sterling can accrue psychological equity that’s impossible to calculate – yet impossible to underestimate – at those critical moments when customers make purchasing decisions.
