FINANCIAL MARKETING INSIGHTS
The most important questions every bank or credit union leader should ask about their brand
It’s easy for most financial institutions to answer questions about their logo, color palette, marketing budget and competition.
But can they answer the questions that actually determine whether their brand is strong? Here are seven questions every financial brand should be able to answer without hesitation.
How banks and credit unions build brands that competitors can’t copy
Most banks and credit unions don’t have a marketing problem. They have a decision-making problem.
Every sponsorship, product launch, hiring decision and community investment either strengthens your market position or dilutes it. Yet too many institutions continue making the same decisions everyone else makes. They don’t realize that’s why their brand feels interchangeable.
You, you, you: the secret brand-building weapon for banks and credit unions
Inclement weather kept us indoors recently, which led to a long-procrastinated task of cleaning out an old box of photos and memorabilia. Tucked inside was something I hadn’t seen in decades: a laminated newspaper clipping from more than 30 years ago, announcing a scholarship I had received.
Employer brand self-assessment for banks and credit unions
Benefits are competitive. Culture statements sound similar. “Great place to work” shows up everywhere. So when employees are asked what makes their institution different from another bank or credit union, the answers often blur.
That means employees, candidates and prospective customers are confused.
4 Crucial elements your Brand Standards are probably missing
A brand isn’t proven in a style guide. It’s activated in decisions: who to hire, who to serve and how to show up in the world—in an integrated, cohesive way. Unfortunately, those are exactly the things most brand standards never address.
Here are four things your brand standards can’t afford to leave out.
