Brand Messaging Case Study
Reframing Supreme Lending’s Vision & Mission
In response to the evolving challenges of the housing market, Supreme Lending recognized the need to shift from a revenue-based identity to a mission-driven approach. This transition required a strategic reframe of the company’s vision and mission to strengthen internal culture and align employees with a purpose beyond financial metrics. As the Creative Director, I worked closely with the COO to redefine and communicate this new direction, ensuring it resonated across all levels of the organization.
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The Challenge
The existing mission statement: To Be the Best Mortgage Banking Company in America, was broad, difficult to quantify, and no longer fully aligned with the company’s evolving goals. With increasing market volatility, Supreme Lending needed a vision and mission that would unify employees under a shared purpose, reinforcing the company’s commitment to people over profits.
Goals
Identify Weaknesses
We gathered opinions on our mission statement to enhance impact. Leadership buy-in was crucial for alignment, and collaboration helped us reflect our values.
Develop New Messaging
Create a vision and mission that better reflects Supreme Lending’s values and long-term goals and sets them apart in the industry.
Launch Campaign
Introduce the updated vision and mission at a key company event, followed by an internal campaign to embed the messaging into company culture.
Approach
Assessing Leadership Sentiment
A survey was conducted among company leadership to gather feedback on the existing mission statement.
Results indicated widespread agreement that the mission needed refinement, particularly in defining what “best” meant in the context of the mortgage industry.
Crafting the New Vision & Mission
Working closely with the COO, I distilled the company’s core values into a refined, purpose-driven statement:
Our vision is to enrich the lives of all we serve.
Our mission is to put people in homes and create relationships for life.
This reframe emphasized the company’s impact on people, shifting focus from competition to service and relationships.
A call to action and formula for success were added to engage with associates of all levels.
We empower all our associates to serve their families, their customers, and their community. Together, we deliver Supreme Service.
Launching the New Vision & Mission
The rollout took place at Supreme Lending’s annual Sales Rally, ensuring visibility and engagement among employees.
Leadership presentations reinforced the shift in focus and connected the mission to employees’ daily roles.
Internal Rebrand Campaign
Following the launch, an internal branding initiative was developed to embed the new vision and mission into company culture. Messaging was integrated into training materials, leadership communications, and employee engagement programs.​
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All associates were encouraged to share about how they put people in homes whenever they were introducing themselves in video, at external meetings and conferences.
Hello, my name is Aimee Youngblood Morrison. I serve as Creative Director with Supreme Lending. I put people in homes by assuring that all team members share the right message with the right audience at the right time.
Results
The new vision and mission were widely embraced by employees, providing a renewed sense of purpose. The shift from a revenue-driven to a mission-driven approach helped reinforce Supreme Lending’s commitment to its people and customers. The internal branding efforts helped ensure long-term adoption, fostering a culture of service, relationships, and community impact.
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By reframing Supreme Lending’s vision and mission, we successfully positioned the company for long-term cultural and operational alignment. The new messaging not only strengthened internal engagement but also reinforced the company’s dedication to its customers, employees, and communities.