BRANDING NEWS: HML grows in mortgage market
Mortgage administrative service provider, HML is aiming to exploit the credit crunch and its dire effect on the housing market by diversifying its services through a rebrand.
"The economy presents us with an opportunity, as banks and mortgage lenders look to reduce their fixed cost base and outsource the administrative burden associated with managing a mortgage book," says Julian Wells, marketing director at HML, and adds, "We were keen to capitalise on HML's recent growth by raising the profile of the brand and our positioning."
The company's new brand identity by marketing agency, Gyro has been designed to reposition the company as a âforward-thinker' to investment banks and building societies offering financial services.
As a holder of a large proportion of the outsourced mortgage servicing market, HML has over the recent years been able to apply knowledge and skills from this to other products, making its services attractive to financial institutions.
"The new brand identity addresses this and allows HML to justify positioning the brand as a market leader based on the capability of the business, the number of clients, its sophisticated systems and the value of assets under management," explains Ewa James, client services director at Gyro.
HML's new look will be used in media ads, on its microsite and collateral
The ads, featuring HML alongside text âput more strength into your credit management capability', will appear in financial and business publications. "The ads focus on delivering âability', empowering customers to face their business challenges," says James.
A new website has been developed in January for large and small financial businesses, www.hml.co.uk. During the coming months, its approach will evolve from advice-led to interactive.
Corporate and service brochures will also be produced for customers and sales representatives.
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