Food is a big part of Thanksgiving. Why? It’s delicious, of course, but more than that…it gathers loved ones around the table and fosters community. A great meal is a reason for people to come together.
And your bank or credit union branding should bring people together too. It’s time to review your brand on a plate and see if it has all the elements to make consumers eat it up.
- The Turkey (or Duck or Chicken) – Whatever you prefer, this is the main event. It’s the protein, and your dinner won’t be a dinner without it. Your brand also needs meat on its bones. The core of your brand is not a logo, colors or name…it’s your personality. As Jeff Bezos says, "Your brand is what people say about you when you’re not in the room." Pretty visuals without a lovable personality is a mirage, not a brand. Define your vision, values and target markets before jumping into the side dishes.
- The Sides – Once you have your main course, you still need your sides. It wouldn’t be much of a meal without fluffy stuffing, well-buttered rolls and delightfully bittersweet cranberry sauce (is your mouth watering yet?). This is where your bank or credit union brand creative comes into play. Creating a name or logo adds splashes of color to your plate. They supplement your brand personality to make a more attractive, complete meal. And you don’t always need to reimagine your "why" to reimagine your creative elements. A great brand identity may just need a refreshed look, so try generating brandscapes that modernize a timeless personality.
- The Pumpkin Pie – OK…this one might be on a different plate, but it’s still an important part of your Thanksgiving meal (and your brand). Dessert is often an extra, sweet treat. What is your extra? Consumers today search for something different or exceptional. Simply having a personality and cool creative is necessary but not always sufficient. Your "extra" might be journey mapping and member experience that goes above and beyond. Or maybe your unique voice and benefits draw a crowd. Berkshire Bank uses a digital concierge and advertises benefits like streaming reimbursements and cell phone insurance as "insane perks."
One more note: bank or credit union branding that brings a community together does not mean a brand that brings everyone together. You don’t need to appeal to everyone. In fact, trying to be all things to all people confuses your marketing and leads to poorer results. Target some core groups. Send tailored invitations to your guests rather than throwing open the doors and hoping people walk inside.
And if you need help honing your brand offerings, On The Mark Strategies provides bank or credit union branding services to community financial institutions all over the country. We’ll sit at the table with you and provide guidance as you chart the future of your brand, name or logo. Book a free consultation today to get started.
