Branding ... It's Not What You Say, But What You Do.

If you don't think that you can afford to rebrand your institution in this economy, think again.

It’s all in the definition.  Yes, your brand is tied (in part) to your name, logo and visual appearance.  But it is defined by the customer experience.

To rebrand your institution properly, you need to focus less on the creative department and more on strategy and day-to-day interactions.

Check out this great article published on customerthink.com.  

Where are you in the continuum of: do-nothing; basic Customer Loyalty programs; CRM (customer relationship management) and CEM (Customer Experience Management)?

As financial institutions, we know more about our customer’s activities than most any industry – yet we are one of the most commoditized.  We help our customers manage their money – yet we tend to take the emotion and empathy out of our messages. 

This is why branding is my passion!  It’s about people … it’s about turning “potential-customers” into “customers” and converting “customers” into “evangelists!”

When there is little tangible difference between “Bank A” and “Credit Union B,” can you afford NOT to rebrand in this economy? 

Take care,

Eric