Strategy #1: Align Your Brand
It’s your DNA…
But some people may only know your logo, your ATMs, letters received or website pages that do not load.
Your brand lives and breaths at every point a customer/member intersects with you:
- Drive thru
- Digital ads
- Radio spots
- Call center
And more each day…including business development and community engagement activities.
The key for you, as Brand Manager, is to pay attention to ALL aspects of your brand and give special attention at least 2x a year to areas that are not ever present in your daily work or observations.
Here is a brief list of areas that may NOT be in your view…but are crushing your brand experience if not addressed:
- Automatic letters (overdraft, loan payoff, etc.)
- Web transition pop-ups
- On-hold music
- ATM surrounds
- signage at area ball fields, community bulletin board, etc.
Your review should cover the brand basics…
- Visual standards
- Proper logo and use
- Message Tone
- Up-to-date brand tone in your copy and headlines?
- Up-to-date photos, images, etc.
- Staff signing letters still in those positions?
- Are letters top quality delivery?
- Are ATM surrounds quality or need painting, maintenance, etc.?
The easy part of the brand is the exciting launch and integration…the HARD part is the daily and yearly grind when you tire of your brand and others are just incorporating it into their life!
As the Brand Manager, you can make your job both easier and more effective by creating and managing Brand Ambassadors that have the “brand manager” responsibility within their area/department/branch/region, etc. You must maintain accountability, however, spreading the “eyesight” out into the other areas will help make the brand assessment more thorough, complete and timely.
Want to know more…give me a shout!