Marketing & Branding

Marketing is an art, a process and a science. It is your left brain ... right brain ... common sense and soul.

I was talking to a colleague yesterday about branding. When a client says that they need "branding," what do they REALLY mean:

• A new name, logo and/or color scheme?
• Branches that are all designed consistently?
• One consistent message that resinates with every communication they send out?
• A well trained team who can provide consistent service from location to location ... from day to day?

The answer is ... YES! It's all of these. Your brand is every interaction - be it face-to-face, brochures, ads, ATMs, facilities, parking lot, online access or word of mouth - that an individual has with you. Ultimately it's the way a customer feels when they walk into your front door ... and more importantly, how they feel when they walk out!

Think about every possible way someone can come in touch with your institution ... try to see it from your customer's point of view. When you look at the sum of the parts, what is your personality? If your bank or CU was a person, what would they be like? Fun? Serious? Sloppy? Are they the life of the party, or do they shy away? Are they introverted or extraverted? Do they try to help? Are they a volunteer in the community?

THAT is your brand.

Take care,

Eric