Your credit union brand is not your brochures

Credit unions spend a lot of time talking about branding. And for good reason. Yes, your collateral materials are a piece of this puzzle (so if you took the title of this article literally, you can get the posters and brochures out of the trashcan).

What you cannot do, however, is in any way rely on your collateral materials to fully represent the brand. Your brand is, quite simply, your people. You can have the very best collateral materials in the world, from billboards and commercials to social media presence and a NASCAR sponsorship. But none of it matters if your staff does not connect with the brand and, in turn, share that connection with your consumers.

Credit unions spend plenty of time and money on collateral materials. Some of that is necessary. But a good portion of that money is better invested in brand training for your staff.

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