If you were a... (A fun branding exercise)

When we work at molding a bank or credit union's brand, we ask a lot of questions.  The whole goal is to find that magic intersection between an institution's personality and strengths; the market needs; and a positive point of competitive differentiation.

We ask obvious questions about perceptions, and processes and capabilities, but SOME of our questions are always greeted with funny looks.

If your institution were a person, what would it be like?
   ~ Man or woman?
   ~ Introvert or extrovert?
   ~ Physically fit?
   ~ Liberal or conservative?
   ~ Are you Oprah, Woody Allen, John Wayne or Forrest Gump?
   ~ What socio-economical background?
   ~ What do they regularly wear?
   ~ What kind of movies do they like?
   ~ How do they act at a party?  Do they even go to parties?

We all have a personal brand.  This question helps to humanize the bank or credit union and get at the institution's true personality.  It's funny how often a bank's "personality" matches those specific characteristics of their CEO.  If you want to know your institution's real personality, throw this question around the office this afternoon.  

If your institution were a car, tell me about it?
   ~ New or old?
   ~ Clean or rusty?
   ~ How does it run?
   ~ A lot of upgrades or basic?
   ~ Escalade, Corvette, Lexus or VW?
   ~ Does it have GPS or hand-crank windows?
   ~ How many miles are on it?
   ~ Is it well cared for and oiled every 3,000 miles or can it use some TLC?

Our vehicles are an extension of ourselves.  We name them and we talk to them.  Of all of our functional tools, they probably have the most personality.  When you compare a financial institution to car, you get a feel for how it's built.  You will quickly get a handle on it's efficiency, it's primary target audience demo and it's self-perseption.

If we put a music score to the security tapes of your branch lobby, what would it sound like?
   ~ Indiana Jones adventure?
   ~ A love song from Casablanca?
   ~ Boring - simply "white noise?"
   ~ Is it more Kenny Logins or Randy Newman?
   ~ Something from Friday the 13th
   ~ Yakety Sax?

Nothing sets the mood in a movie like the music.  Think about it ... where would Rocky be without his iconic training montage tunes?

When you think about the mood, culture or environment that you provide to your customers or your staff, what does it sound like?

Here's a fun homework assignment.  Ask these questions around the office this afternoon.  It'll generate some interesting conversation and answer a lot of important questions about your brand in a unique way.  Then come back to this blog and share some of your most interesting responses in the comments section below or on the LinkedIn link to this article.

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