What is the state of your marketing?
We all have our favorite states. It might be your native state, a destination state or an adopted home state. If you are like me and are a native Texan your favorite state may also be an attitude (for example, my wife was born in Oklahoma but she moved to Texas when she was 10 days old; thus we celebrate her birthday ten days late because when she got to Texas is when she really started living!).
When it comes to your marketing, what sort of state is it in? Is it strong or weak? Is it fun or boring? Is it effective or ineffective?
Here are some possible “states” your marketing might be in along with potential solutions for how to improve:
- State of Confusion—Does everyone in your credit union know what your brand is? Would they answer the question “What are you about?” with the same answer? If not, then you have brand confusion when you need brand consistency. A confused brand is a weak brand.
- Solution: Develop a brand plan that clearly identifies your target audiences, your brand vision and your key messages. Train your staff to your brand.