Serving your brand your way (except on Sundays)
If you haven’t seen it yet, check out the hilarious video from comedian Jaron Myers that lovingly parodies the over-the-top friendly and engaged customer service made famous by Chick-Fil-A. Titled “My Pleasure,” the viral video pokes mild-mannered fun at not only the well-known branded language Chick-Fil-A customers hear but also the overall corporate culture that filters so well into their brand, that of faith and family values.
As the video notes:
It’s my pleasure to serve you …
We’re servin’ the chicken the Lord’s way …
Unless it’s a Sunday …
It’s my pleasure to serve you …
The video uses parody and comedy to make a terrific point about the power of brand here. Chick-Fil-A isn’t shy about sharing the tenets of their brand and what makes them unique in the deep blue sea of fast-food competitors (check out their brand vision statement and reason for closing on Sundays here).
Certainly, the Chick-Fil-A brand isn’t for everyone, in the same manner in which some consumers choose Target over Walmart, Burger King over McDonald’s and Ford over Chevy). But Chick-Fil-A knows their core audience well and refuses to bow to outside pressure when it comes to the sanctity of their brand. And the numbers back up this decision. With over 2,200 locations (and growing), $8 billion in annual revenue and a loyal customer fanbase, Chick-Fil-A has struck brand gold.
What are the lessons for credit unions here? Many. As retailers (of financial products and services) the same principles of branding that work for Chick-Fil-A also apply to credit unions.
Consider the following:
For what is your credit union brand best well-known? At Chick-Fil-A it’s friendly service and being closed on Sundays. To a percentage of consumers, these things matter enough to make Chick-Fil-A their go-to fast food. What is your credit union’s version of that? Does your brand promise community involvement? Financial literacy assistance? Partnering with your members on a lifetime journey through finances? Or, is it hard for you to put a finger on any one thing your brand promises that does set you apart from the pack?
Is your brand clear, consistent and constant? Can your members count on the same brand experience face-to-face in any of your branches? What about your drive-thrus? How about emails, social media posts and digital channels? Your brand cannot be one thing one day to one person and the flip-flop the next.
Does your brand have guidance from the top and buy-in from all staff? In order for your credit union brand to succeed, your leadership team must truly believe in it. They must also live the brand in such a way that all staff understands its importance and, in turn, live the brand. When this happens, with time and commitment, your members will come to love your brand (just as Chick-Fil-A customers love Chick-Fil-A).
The Chick-Fil-A brand case study offers lessons aplenty for credit unions and it goes far beyond just the faith-based element. The Chick-Fil-A brand is well-known for several key elements, offers a consistent and memorable customer experience across all channels and thoroughly permeates the company’s culture and persona.
Can you say the same about your credit union’s brand?
