But seriously, whether you're branding a retail bank, commercial bank, credit union or coffee shop, the basics remain the same.
Strategy
In its simplest form, brand strategy comes down to one simple recipe:
- One part: know thy self
- One part: know thy competition
- One part: know thy audience
- Shake well and pour over differentiation
If you follow this blog, you've probably read one of our branding blogs. If not, here are some good ones:
What if?...
Brand YOU Day.
Marketing & Branding
Branding...It's Not What You Say, But What You Do.
Is It Time To Relook At Your Brand?
Communicate
"If a tree falls in a forest and no one is around to hear it, does it make a sound?" As a true marketer, I say...who cares?!?! No one heard it!
Any change in brand requires a focus on awareness. Your key target audience(s) should have better top-of-mind awareness of your institution AND understanding of your brand message. This requires pre and post brand research.
Your creative doesn't necessarily need to win awards, but should be focused:
- On the right audience
- On your key point of differentiation
- Benefits, Benefits, Benefits
Employee Engagement
Advertising and logos are great, but your brand lives and breaths with the experience. And the experience resides in your staff.
- Every employee MUST understand the brand
- They must understand how the brand is designed to make the customer feel
- They must know their role in the brand and what is expected of them
- They must be provided tools and training to make brand delivery second nature
- Experience must be measured, monitored and tweaked for improvement
- Consistency, Consistency, Consistency
See, branding is really not all that hard!
MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.
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