Unify

Unify is a CRM system focused on top-performing loan officers in sophisticated, min-sized mortgage companies.

In order to achieve its growth plans, the leadership of Unify engaged Stellus Consulting in 2020 to guide a cross-functional team in developing a Brand Strategy that would build a strong relationship with Target Customers. The objective of a Brand Strategy is to create a Brand Promise that, when effectively expressed in the marketplace, will result in profitable organic growth, i.e., more customers buying more Unify products and services more often.

We began by interviewing current and potential customers in order to understand their perceptions of Unify and competitors. Next, we uncovered the underlying needs and motivations of these current and potential customers and determined how we wanted the Unify brand to evolve in the future. We then created a Brand Promise that was compelling, believable, and distinct in order to drive growth that was consistent with the Unify Business Strategy. By doing so, Unify was confident it could develop more effective and efficient plans to accelerate and sustain profitable organic growth.

Engaged With

• Scott Lidberg, CEO
• Kevin Bjork, COO
• Carl Krumenacher, CTO
• Earl Mclain, Director of Training
• Brian Fulcher, Account Executive
• Carissa Bryant, Operations Manager
• Ben Hovorka, Marketing Manager