Bank and Credit Union Branding Lessons from the Dallas Cowboys Cheerleaders

The Dallas Cowboys have one of the most iconic brands in the country, if not the world.

How else does a franchise that hasn’t won a Super Bowl in nearly 30 years and has only gone to the playoffs 13 times since then manage to become one of the most recognized, loved and profitable franchises ever?

Even their cheerleaders – known as "America’s Sweethearts" in a recent Netflix docuseries – attract audition videos from around the world for what might be one of the most rigorous tryouts of any professional sports team. While only 36 women are selected each season, the team receives upwards of 600 audition videos annually. People want to be part of this brand.

Here’s why their brand works and what your bank or credit union branding can learn from them.

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Meticulous Brand Standards

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The Dallas Cowboys Cheerleaders (DCC) standards make most organizations’ brand standard guides seem lax. These women are scrutinized on qualities you’d expect, like their athletic ability and the color of their hair. But coaches also judge them on subtler features, like their knowledge of current events and their capacity to have an intelligent conversation.

Lacking any of these traits can get them cut from the team. Lacking two or more is a deal breaker. The expectation is that precise.

Key Takeaway: Every detail in your bank or credit union branding matters (even the ones you think nobody sees). A crooked picture frame, cracks or blemishes on your signage, peeling paint in your branches and tears or wrinkles in employees’ clothing could all be deal breakers to some consumers.

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Zero Tolerance for Complacency

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Imagine employees’ dedication to your brand if they had to reinterview for their jobs every year on their service anniversaries. If veteran cheerleaders want to return to the DCC squad each season, they must reaudition. And spoiler alert…at least one or two veterans get cut every year because they aren’t as good as the rookie candidates.

It may seem harsh, but much like your employees, the veterans know the expectations. If they come back unprepared, they aren’t living the brand.

Key Takeaway: Living your bank or credit union branding is not a suggestion. Employees must know the expectations, and those expectations must be measured regularly. Hiring the right people for your brand also matters. You can train someone to be a teller or loan officer. You can’t necessarily train someone to be nice, friendly or compassionate. Hire employees who fit your brand personality.

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Unwavering Commitment to Excellence

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The Dallas Cowboys have been a franchise since 1960. Their cheerleaders have been a team since the 70s, and the DCC standards have never been tougher. They are expected to be the best, and the standard of excellence is improvement.

Everything must improve every year. That means improving skills, improving performances that enhance the DCC image and improving business development opportunities.

Key Takeaway: Excellence is not a one-time goal. It’s like winning a championship. You have to keep working harder to maintain your level of play. Let your guard down, and someone will take the trophy from you. Continue offering better products and services. Get more creative with how you reach new customers and members. Never settle for the status quo.

Bank and credit union branding is not for the faint of heart, and it’s not something you do once. It’s a commitment to excellence that never ends.

Are you ready to recommit to excellence? On The Mark Strategies helps with bank and credit union branding all over the country. Book a free consultation today.