BetterBond is refreshing its brand as the home loan specialist marks more than 25 years in the market, positioning its next chapter around a simpler promise: “A Better Way to your Dream Home.”
BetterBond has refreshed his brand. Source: Supplied.
“For more than 25 years, we’ve helped South Africans get closer to the place they’ve always dreamed of: home,” says Stephan Potgieter, CEO of BetterHome Group Mortgage Origination and BetterBond. “Our refreshed brand is about bringing that experience and expertise to life in a way that is simpler, more human and more relevant to the people we help every day. There is a better way to navigate the home loan journey – and we want more South Africans to know it.”
The colour is the journey
At the heart of BetterBond’s refreshed identity is a colourful journey line, designed to reflect the often winding road to homeownership. Moving from blue to red and through the colours in between, it represents the decisions, challenges and milestones that come with buying a home – and BetterBond’s role in helping customers navigate the journey.
“For BetterBond, the journey line is more than a visual element,” explains Colette Van Dyk, BetterHome Group and BetterBond’s chief marketing officer. “It captures the role the brand plays in helping customers navigate everything in between – providing guidance, expertise and support from the first step towards a home loan to the moment they get the keys to their new home. The colour is the journey. And BetterBond is there for all of it.”
At the heart of the refreshed brand is the belief that a home loan is not the destination. The life that happens afterwards is. A home represents freedom, security, achievement and a foundation for the future. That is why the refreshed brand is built around a simple progression: A Better Way. Better Support. Better Results. A Better Life.
A future
“The home loan is an important part of the journey, but it’s not what people are ultimately working towards,” adds Potgieter. “They’re working towards a home, a future and a life that feels like theirs. That’s what makes our role so meaningful – and that’s what we want this refreshed brand to capture.”
“A Better Way to your Dream Home is more than a campaign line,” concludes Van Dyk. “It is the idea connecting BetterBond’s brand, customer experience and communications – and a promise to keep making the journey to homeownership better. Because getting to your dream home matters. And how you get there should feel better.”
