Branding is not a self driving car

In this day and age of artificial intelligence, chatbots and robot banking it seems we’re all about technology, technology, technology. While not tied to the banking industry directly, self-driving cars are quite the rage as well, with Wired Magazinerecently saying “Maybe It’s Time To Cede US Freeways To Driverless Cars.”

But let’s be clear: when it comes to your credit union or bank, your brand is not a self-driving car. Consider the following:

Branding takes action—Unlike a self-driving car, when it comes to your brand you can’t just sit back, take it easy and enjoy the ride. You have to do the work. In many cases, that work is daily work. At the end of each day, your managers should ask every employee, “What did you do today to live our brand?” Executives must invest in your brand in the form of analyzing brand gaps, conducting brand training and maybe even completing a rebrand.

Branding takes leadership—Unlike a self-driving car, when it comes to your brand someone IS in the drivers’ seat. And that “someone” are the leaders of your financial institution. While your employees should live your brand, it’s your board members, executives and managers who must lead your brand. From a day-to-day perspective your front-line managers (branch managers, teller supervisors, department heads, etc.) play a critical role in your brand’s success. They set the examples, reinforce the brand standards and coach the employees.

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