An unbroken brand promise
Ask a credit union or community bank about their consumer base, and it starts out like a snappy joke: A well-educated, retired woman walks into a financial institution. She’s somewhere between 55 and 70. She loves all the staff and the staff knows everything about her. They know she suffers from osteoporosis and her husband will be retiring soon. Once she finishes the next round of physical therapy, the couple plans to take a 7-day cruise after they visit their grandkids. After all, little Mikey always comes first. They can’t miss seeing him make his first communion.
When we begin to think about who we serve, we are compelled to tell these stories. These are the people we see in-branch. They are the people we have thoughtful interactions with. There is a caring, deep connection with these consumers.
If you were asked the question, “Tell me about your members?” would you have a similar story to tell?
Let’s dig a little deeper: If you represented an $83 million community financial institution serving 7,600 members/customers, is this story reflective of your membership base? Does it provide insight on who you want to serve or just simply what (who) you know?
