By Robert O’Hara, Vice President of Strategic Alliances, GrooveCar
As 2018 approaches, what improvements can credit unions make to engage members?
What do you see when you look in the mirror? Each morning we get up and put our best face forward. Depending on the time of day, we look different, yet remain the same. Doesn’t matter what outfit we put on, deep down, it’s us. What does your credit union’s reflection convey to members? Does it pass the long steady gaze in the mirror test? Do members recognize and understand you deep down?
Becoming a strong brand is important on many levels. If your credit union is able, now is a good time to take a long look at how members view you and make the necessary changes. The new year is right around the corner. This was the topic of an article in CU Insight by Eric Budzinski, AVP of Marketing here at GrooveCar, this week. Eric outlines strategies to consider in “Reviewing Branding Strategies…Time for a Reboot?”
There are some key points to consider as your credit union moves forward with this task. Tackling 3 key points: Updating a Brand, Launching and Announcing New Programs, and Brand Reinforcement, each is filled with information to get credit unions moving in a direction that will reap results.
Here are some additional reasons why strong branding is so important:
Trust: A good appearance, polished marketing materials, cohesive message conveys credibility and trust. These are important reactions to have from members who want to do business with your credit union.
Financial Value: A strong brand guarantees future business. There is financial return in brand building efforts.
Brings in New Members: People like to tell other people about a good experience on all levels. Credit unions need to be memorable for service and the ability to look the part of being a leader in their community.
Inspires: When an effort is put into how the credit union looks, behaves and is viewed, this inspires credit union employees to be excited about where they work. This creates a positive and valued interaction between members and employees.
Recognition: Branding helps to remind members what your credit union is all about and how you will serve them. This is the face members, and potential members, see and remember.
Plays a Supporting Role: Branding helps boost all your out-bound marketing and messaging efforts by supporting the impression your message receives.
Capitalizing on your perceived value can be daunting at times, with the right effort and proper steps taken, your credit union will be recognized for all the amazing programs you offer members.