“Honesty sells because you can usually pull it off.”
~ John Jantch, The Referral Engine
When it comes to branding, you are not what you say, you are what you do. In short, you need to be honest and authentic.
Bill Breen wrote an excellent article in Fast Company Magazine about a brand’s authenticity and boiled it down to the four pillars of authenticity:
A Sense of Place
Authenticity comes from a place we can connect with. Coffee houses have nailed this with their couches and fireplaces. And Umpqua Bank may be the "Sense of Place" poster child for banking.
Take a look at your branches do they provide a sense of place? What about your website? What about your "sales materials?" Every touch point should be member/customer-centric
A Strong Point of View
Authenticity emerges from people with a passion for what they do.
- Hire: passionate people who fit your institution's personality.
- Train: So everyone understands responsibilities, accountabilities and the desired customer/member experience.
- Empower: your staff to make the important decisions. Set guidelines and standards for structure to the empowerment.
- Provide the right tools: brochures can only go so far. Map out the desired experience at your branch and work through how to assure delivery. What questions must be asked. What conversations should be had? What value-added tools can we provide to make our experience something that stands out from the competition?
Serving a Larger Purpose
If a brand can convincingly argue that it’s profit making is only a by-product of a larger purpose, authenticity sets in.
Credit Unions and Community Banks have been successful here for decades! Given the perception of "Big Banks" over the last few years, this can be a significant point of differentiation.
Integrity
Authenticity comes to a brand that is what it says it is.
“When the story the brand tells through it’s actions aligns with the story it tells through it’s communication … only then will the brand’s story be true.”
~Bill Breen, Fast Company Magazine
In short, to be truly authentic and to truly build a strong brand, you must first "know thy self!"
Branding is my passion! For more blogs on branding, check these out:
Branding ... It's Not Rocket Science.
Brand YOU Day.
Marketing & Branding
Branding...It's Not What You Say, But What You Do.
Is It Time To Relook At Your Brand?
Brand YOU Day.
Marketing & Branding
Branding...It's Not What You Say, But What You Do.
Is It Time To Relook At Your Brand?
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