Sovereign Lending Group needed a brand story to unite and inspire its team (as well as recruit and retain them), enhance its marketing efforts, and set the company apart from other mortgage lenders. Mary led the discovery and brand narrative processes for Sovereign Lending Group, identifying a core segment of its business — veterans and service people — and crafted a narrative that defined the aspirational values to align all the company's efforts. |
"Sovereign Lending Group was founded to help people make the American Dream their reality.
More than just another mortgage originator, Sovereign has developed a trustworthy, high-touch process that considers the unique case of every loan applicant and ensures they get the level of attention they deserve. This principle is exemplified in its work with those who have served America."
More than just another mortgage originator, Sovereign has developed a trustworthy, high-touch process that considers the unique case of every loan applicant and ensures they get the level of attention they deserve. This principle is exemplified in its work with those who have served America."
Continuing the engagement, Mary led the StoryGuide™process, crafting strategic applications of the company's brand narrative. This included writing copy and recommendations for its website, branding, PR campaigns, HR practices, team experience, and more.
Implementation of the Mary's brand narrative and UX recommendations on Sovereign Lending Group's website:
"Dedication, service, and a commitment to quality are ideals the entire Sovereign team lives daily, mirroring those of the hardworking Americans it supports."
“Sovereign’s willingness to go above and beyond what’s expected from normal mortgage lenders, to invest in building trust with clients and listen to their unique situations, means it can identify the best ways to help.”
To further support implementation of the company's brand narrative, Mary devised a series of training activities for the sales team. These interactive games offered practical ways of engaging the sales team with the brand story, enriching their understanding of how to apply it in their work. This holistic approach encourages team communication and activates a shared vision, helping coworkers learn from and inspire each other as well as continuing the company's growth trajectory.
Following Mary's recommendations, Sovereign Lending Group's strategic messaging also resonates in its recruiting efforts:
"Sovereign easily goes the extra mile — because its clients already have."
“From origination to post-closing, its agile team helps each client find peace of mind and an improved financial position, no matter the goal or situation.”
With its new brand narrative, Sovereign Lending Group was able to bring human values and a greater sense of purpose to the forefront of its work.
Post-engagement, it was again recognized by Inc. 5000 as one of the fastest growing companies in America. The company's transformative narrative is now expressed in all its efforts; Mary's writing is seen throughout, as in this press release:
Post-engagement, it was again recognized by Inc. 5000 as one of the fastest growing companies in America. The company's transformative narrative is now expressed in all its efforts; Mary's writing is seen throughout, as in this press release:
The company continues to grow, engaging its team and winning brand evangelists with its compelling story. The company was named one of "50 Smartest Companies of the Year 2017" by The Silicon Review, and featured in the article Bringing a Human Touch with Data Science.