70 Main Street assisted the Canadian Lending Network with three key branding initiatives:
- A name change to “CLN Mortgages”
- Creation of positioning statement: “Make the Banks Compete for Your Mortgage”.
- Logo design and colour scheme
In determining brand direction, 70 Main Street uncovered three key attributes about the CLN target customer. These consumers are:
- Looking for best rates
- Fearful of receiving wrong/self-serving advice
- Busy: don’t have time (or interest) to shop around for rates
The statement “Make the Banks Compete for Your Mortgage” addresses all three of these key insights and also aligns well with CLNrsquo;s strengths. Such a bold statement positions CLN Mortgages as truly customer-focused and challenges consumers to look beyond the bank for their mortgage needs. The statement educates the consumer on the role of the broker (we’ll find the best rate for you) and gives customers a compelling reason to explore CLN Mortgages. Upon reading that statement, consumers will want to find out how CLN can get banks working for them.
As illustrated on clnmortgages.com, the curiosity that is gained by this intriguing line, is extended to an experience. This is accomplished in many ways, including an effective subhead (With the best rates » the best information » and the best people » you come out on top!) and an intuitive user experience. Similar to all 70 Main Street projects, our goal here was to simply and creatively guide customers to a greater understanding of CLN’s reputation, expertise and overall effectiveness….and ultimately to the decision to get CLN working for them.
