Rebranding my Brand
The JM Loans team is in a state of change (good change, the very best kind). While my team previously consisted of myself and a few individuals that made the magic happen (specifically my processor and assistant), we're in a state of growth. We're not just licensed, but operating in, the majority of the 12 states I'm licensed (c'mon New Jersey and Colorado business, you're all that's missing!). I work in a corporate environment with not only a team to help me internally with loans in process, but the power of a marketing team behind me as well.
The change has been tremendously beneficial for myself, my business partners, and my clients. One thing that hasn't kept up with the changes, though, has been my brand. For so long, we've been using this logo as one of our templates:
The logo itself doesn't appear on it's own very much but is usually part of a bigger grpahic. That said, it's been used for years, is tired, and I felt that with our top-of-the-line mortgage experience, we needed a top of the line graphic to represent us. Something sleek, modern, stylish. Something that would instill confidence from customers, and represent our strengths to referral partners. This undertaking would not be easy. It would be time intensive. It would be cost intensive. It would be focus-group-intensive.
Where to get the money for something like this? Graphic design is not cheap, nor are the focus groups that help put the final finish of mastery on a brand logo. So I did what anyone would do. I got other people to pay for it. I raised nearly a quarter million dollars. We went to focus groups. Their feedback was monumental into the great leaps we took with our new logo. "Too flat" they said. "Too flat", they also said. Finally, "less flat would be better", they said. So, ladies and gentlement, without further ado, I give you the new, improved, and sure-to-take-business-to-the-next-level JM Loans logo:
*drum roll please*