Stockton: Shifting brand strategy to differentiate
True story: We’ve partnered with Stockton Mortgage for so long that we've we've developed four brand identities and four websites for them (some of these being sub-brands), among many other brand-related tools. They are one of our favorite clients because they consistently think ahead, always understanding that a strong brand can help them meet their business goals.
For this case study, we are talking about a refresh of the Stockton brand. As the mortgage company continues to expand its business from a local to a multi-regional level, the brand needed to evolve and catch up. The Stockton brand was working in so many ways, but with the competition on the rise, it was time for a rethink. They needed to unlock a new way to connect with people and demonstrate their expertise. They needed to differentiate themselves from the rest.
Mortgage companies don’t sell houses. But every mortgage brand features people in their final destinations, because they know customers are focused on homes, not mortgages. It’s because they prioritize their customers. So does Stockton. But what makes them stand out from the sea of brokers and officers? It’s the people who guide their customers home. They’re the ones putting people in houses.
We began with a new brand strategy. Stockton is already really good at connecting with their customers. And their brand — their language, their photography — featured the customer almost solely. Which is good. However, not enough focus was placed on their own people — their loan officers, their underwriters, their processors — those who make the Stockton brand a trusted expert.
So, we recommended a shift in strategy: to move away from “Let us guide you home” to “We guide you home.” The brand needed to start putting its expertise in the hands of its people, rather than giving it all to its customers. Customers want to connect with a warm, competent face that will support them throughout their journey.
We built a new set of brand guidelines that included specific language direction to help them and their loan officers write effectively for their target audiences. We uncovered a personality that has a little more flexibility. They still sound heartfelt, but are also pragmatic; they’re supportive yet informative.
New photography guidelines direct Stockton to put themselves in front of the camera more, to help customers get to know their loan officers. We also designed some new graphics, including a house pattern. We encouraged Stockton to continue highlighting their customers, but also to add this graphic to demonstrate their ability to literally put people in houses. We also dialed up their color palette, adding to that flexibility.
