Most of us are old enough to remember letterhead, and most of us hand out business cards. These two forms of communication have two things in common – a company logo and (hopefully) the official company name.
Large companies spend gazillions of dollars on logo design, and have entire departments that are devoted to establishing and maintaining their “brand”.
So – what is a “brand”, and should you have one?
Whether you have thought about it or not, you already do. Every time a customer or anyone else sees anything related to your company, whether it is an email, business card, letterhead, fax, check, form, or anything else with your name on it, they form an opinion about your organization. Ditto your reception area, conference room, and publicly accessible rest rooms. That opinion can range from “very professional – I want to do business with them” to “Hmmmm – do I really want to wire in $200,000.00 to these people?”
Take a few minutes and look around your office. Are any of your forms 5th generation copies? Is your office décor 1980’s chic? Is the use of your company name uniform in every instance? How about your logo? Don’t have one? Should you???
What about emails? Do you think your customers and others with whom you communicate might find it confusing and unprofessional if everyone in your office designs their own email signatures, and refers to the company in whatever manner they deem appropriate? How about if they include graphics of their choice, or perhaps an endorsement of their favorite sports team, or differing color schemes? You would never consider allowing each employee to design their own business cards or letterhead – why is email different?
Of course, verbal communication counts as well. Does everyone in your organization answer the phone in a professional, businesslike manner? Are all of you uniform in your greeting? Do you have employees who should never be allowed to talk on the phone?
Title agents have been preoccupied with the Data Call, Best Practices and TRID revisions of late, not to mention a heightened volume of business we have not seen in a while. Sometimes it is easy to overlook details that impact others judgment of you and your organization.
Now might be a good time to take a few minutes and evaluate your “Brand”!
Brian Smith | Agency Representative