Press
TMG Marketing VP encourages financial institutions to build a framework for empowering employees to create exceptional consumer experiences
DES MOINES, IA (June 22, 2015) — In a white paper written for financial institution (FI) leaders, Georgann Smith, vice president of marketing for payment processor TMG (The Members Group), explores the importance of the brand promise to delivering consumer experiences that go above and beyond what is expected.
“Although every credit union and community bank already has a brand, it may not have what’s known in marketing circles as a brand promise,” writes Smith. A brand promise is a statement an organization makes to consumers that identifies what they should expect for all interactions with the organization’s people, products, services and company.
An extension of an FI’s brand, the brand promise is what helps an organization connect emotionally with its stakeholders, including consumers, strategic partners, vendors and employees. This is perhaps more important now than ever, says Smith, as a recent Forrester survey found emotion has a bigger impact on consumer loyalty than either effectiveness or ease.
”Establishing and cultivating the brand promise takes intention and buy-in from all levels of the organization,” says Smith. “This paper takes a look at how FI leaders can rally their teams around the concept and see it through from idea to execution to evolution to create consistent, exceptional experiences.”
In the paper, Smith examines the building blocks of a strong brand promise and strategies for carrying out that promise, including:
- Understanding and overcoming any disconnect between current consumer experiences and the organization’s mission and values
- Garnering across-the-board support for the brand promise within an FI
- Realizing and maintaining brand promise consistency
- Developing an ongoing, evolutionary brand promise initiative with a strong succession plan
To download the white paper “Promises, Promises: How to Ensure Your Financial Institution Lives Up to Its Brand,” visit themembersgroup.com/brandpromise.
About TMG
TMG (The Members Group) is dedicated to creating customized, technology-driven card processing and payment solutions for credit unions and community-based financial institutions across North America. Innovations in fraud management, loyalty programs, alternative payment systems and analytic reporting, and the competitive advantages they create, have helped TMG forge a new standard in offering cutting-edge credit, debit, ATM, prepaid card products and a P2P payment solution. For more information, visit www.themembersgroup.com or twitter.com/tmg.