A branding pandemic for credit unions
Just as TV viewership is going up – 46% among teens – I’ve been tempted to tune out. This short YouTube video comically explains the glut of COVID-19 message out there. Another clever video captures the uncertainty of what we can do to fight the virus.
I don’t intend to bemoan the “we’re all in this together” message. We should all be united to support the pandemic’s real heroes.
However, there are some bandwagon brands where there promise is nothing more than lip service. After all, if we weren’t “in this together” before COVID-19, what would make our members or prospects believe our credit union is now?
We do not rise to the level of our expectations. We fall to the level of our preparedness. There were 5,235 credit unions at the end of 2019. How many will we lose in 2020? Your credit union’s success depends on the cooperation and loyalty of your members. To do this, you must affirm what their ideals are and encourage them to go after it.
During this time of uncertainty, it is easy to take a tactical approach, toss vision and branding aside, and let the unusual amount of distractions and self-doubt overwhelm you and your team.
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