TNM Brand Toolkit

Please use the following logos, colours, and fonts when representing True North. Please do not alter or adjust them. Any of the images provided in the links below are also available for use.

In content and collateral, we aim to be the voice of an expert advisor — deeply knowledgeable in providing targeted, essential advice — delivered in the tone of a salt-of-the-earth neighbour — genuine, forthright, and always ready to help.

We kindly ask that you please run any marketing materials you've created or edited past Scott Haggar, Director of Marketing, or Krista Meckelborg, Marketing Manager. Consistency in our communications helps promote unity and brand strength, and offers a sense of trust and authority. If it looks or sounds wrong, or doesn't correctly reflect our brand, it will need to be altered by the marketing team.

Brand Colours:

Logo files

Fonts and More

Content Guidelnes

Voice

The True North voice is approachable, supportive, knowledgeable, and professional. Helping Canadians with their finances means speaking on their level, using honest and direct language to explain benefits, products, regulations, and restrictions.

Some situations call for a casual, witty, or off-the-cuff tone to ease financial anxieties — using plain language and gentle humour (even light sarcasm) to get the point across quickly and effectively. Our friendly approach says, “we get it, and we’ve got this,” putting clients at ease that their mortgage can be done in a way that reduces stress and saves time and money. This confidence comes from knowing that we can offer customized mortgage options, exceptional service, and real results.

Other situations require a more direct, professional approach, for example, when outlining requirements, procedures, or regulations. Even then, our language remains supportive and empathetic, helping clients understand the details that affect their qualification or decisions. Many rules are beyond our control, but we make sure clients feel informed and guided every step of the way.

Be the voice of an expert adviser — but one who could also be a neighbour. Speak with deep knowledge and offer clear, personalized advice, delivered with the authenticity, candour, and helpfulness of someone you know and trust.

Style

The True North style strives for simplicity while providing insightful details to effectively explain everything from mortgage products and services to complex topics. Concise, straightforward statements should never talk down to our audience.

Present information in a way that’s easy to follow. Use sections, bullets, or infographics to help clients quickly grasp the facts and choices available to them. Share helpful details that educate and foster understanding, and strive for consistency and error-free content across everything we produce.

Always put things in the client’s perspective, not the lender’s. The focus should be on their experience, with processes and benefits framed from their point of view.

Values

Our values shape how we operate, how we communicate, and how we serve Canadians. Every piece of content should reflect these principles — not just what we say, but how we say it.

Trust

Trust is the foundation of our success. We go the distance to earn it — not just for today, but through every step of our clients’ mortgage journey. By understanding each client’s unique situation, we build confidence through patience, transparent communication, and by treating every question as worth answering. Humour and relatable analogies help make complex ideas feel simple and human, while honesty keeps our voice authentic.

Expertise

We bring deep mortgage knowledge to the table and translate it into clear, helpful advice. Whether we’re breaking down regulations, comparing rate options, or sifting through financial or lender details, our job is to make your process understandable and relevant. Show confidence through clarity, not complexity. Keep it simple! That's our motto.

Saving Money

Helping clients save is at the heart of our mortgage service model. We work hard to offer some of the best rates in the industry and the right mortgage fit to go with them. Content should make these savings feel real and achievable — unearth the fine print, dispel confusion, offer straightforward value.

Relationships

We build strong relationships with both clients and lenders. For clients, it means being there at every stage of their mortgage journey, now and down the road. For lenders, it means maintaining partnerships that help us offer the best, most flexible options. Content should demonstrate that we’re connected, committed, and here for the long haul.

Innovation

We never stop improving. From smarter tools to new mortgage products, innovation drives a simpler, faster, more transparent experience. When we talk about tech (including AI), it’s always in support of human expertise — not a replacement for it. Ensure the real benefits shine through, and show how a client's mortgage experience is better for it.

Say This, Not That

• We say client, not customer.
• ‘First-time home buyers’ rather than ‘first time homebuyers.’
• When speaking at the company level, please use ‘broker’ or ‘specialist’ (broker is preferred) instead of ‘agent’. Provincial regulations, especially in Ontario, specify licensing rules for how a mortgage professional is titled and referred to. However, as a company, we are a ‘brokerage,’ not an ‘agentage.’
  • Example using ‘broker’:
    “In Ontario, an expert True North Mortgage broker can shop around on your behalf to offer your best solution — unlike the single option you’ll get by going directly to your bank."
  • Example using ‘specialist’:
    “Unlike bank representatives, who need to cover a range of products, True North’s mortgage specialists focus solely on mortgages — so their training and experience typically run deeper.”
  • Example when referring to an individual broker (e.g. Agent, Broker, or Specialist as per required title):
    “John Smith, an experienced Mortgage Agent with True North, says his Ontario clients are increasingly worried about renewing into much higher mortgage rates.”
• Avoid being absolute — use terms such as ‘typically, likely, can, may,’ to allow flexibility in interpretation and room for error, changes, or individual situations.
• We prefer using contractions when possible, such as don't, they're, and I'm, instead of their more formal usage, such as do not, they are, and I am.

Guidelines for TNM Agents and MMBs

It's essential for our mortgage brokers and agents to stick close (very close) to our brand guidance, to present a unified and professional front.

• Always use the logos, fonts and colours found on this page.
• Please have marketing materials approved by Scott Haggar or Krista Meckelborg (through Slack is the fastest).
• Guidelines specific to social media are available below.
• Staff are to use their True North Mortgage profile page as their primary (and only) mortgage-related website. Please reach out if you would like any additions or changes to your page.
• Posting current rates is discouraged. We (really) don’t want inaccurate rates floating around the internet. Please ask before posting any rates.
  • When posting about rates, it should clearly indicate the date and state that rates are subject to change without notice.
  • Rate posts must be removed promptly when rates change.

Want more info? Watch a recent Marketing Presentation (For Mobile Brokers)

Rules for TNM Agents and MMBs

(These rules aren't made to be broken.)

Staff are not permitted to set up their own personal Google My Business (GMB) profiles for mortgage-related purposes.

• Unauthorized GMB profiles linking to a website can impact how the organization is seen and presented as a whole.
• GMB profiles are not easily turned on and off. Google verifies them during the setup, and they need to be marked as closed rather than shut down. This 'closed' status can persist for up to a year, which can cause confusion.
• GMB pages for some agents (Mobile Brokers) are permitted, but must be set up and owned by the True North Mortgage corporate Google account.
• Unauthorized GMB Profiles found to link to the True North site, or using TNM branding outside the corporate account, may be deemed an attempt to impersonate the business.

Staff are not permitted to purchase mortgage-related PPC (Pay Per Click) advertisements.

• True North Mortgage already utilizes PPC (Pay-Per-Click) advertising on multiple channels, including Google and Facebook. PPC advertising channels involve bidding auctions, and mortgage-related terms are some of the most competitive and expensive terms. Staff bidding on overlapping terms with TNM directly raises costs for both parties.
• However, boosting organic Facebook/Instagram posts is allowed.

Photos