Building the brand promise

by: Georgann Smith

A company’s brand promise is only as strong as the employees behind it. If the people who interact with the consumer don’t effectively understand the promise, how can they be expected to keep it?

Strong, ongoing brand promise training keeps staff armed with information on how the brand promise translates into action. Ultimately, this is what drives a positive, keep-em-coming-back consumer experience.

A recent CU Journal article points out how Securityplus Federal Credit Union smartly invested in training its staff on its own brand promise. Before doing so, said Securityplus FCU Associate VP of Marketing Mark Ely, employees “had a difficult time defining our brand.”

To remedy this, Securityplus FCU initiated a four-week campaign to increase staff understanding and appreciation of what it means to “live” the brand and carry the brand promise to members. The campaign offered guidance for daily interaction with members, as well as employee testimonials regarding their dedication to fulfilling the brand promise.

At TMG, we’ve recently initiated a number of efforts to help our employees live out our brand promise: Making Life Easier.

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