© credit union national association 2021. all rights reserved

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© Credit Union National Association 2021. All rights reserved.



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BUILDING A DISRUPTIVE BRAND


CONTINUALLY BUILDING YOUR

BRAND IS EVERYONE’S

RESPONSIBILITY.

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What IS a brand?


“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.”

-Scott Cook, co-founder of Intuit

“Your brand is what other peoplesay about you when you’re not in the room.”

- Jeff Bezos, Amazon


How do we identify and increase relevance and

value?

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/disˈrəpSH(ə)n/ noun

A brand that creates a disturbance – that breaks out of the typical industry approach and “cuts through the noise.”

No industry is immune to disruption.


Create relevance, not awareness.

-- Steve Jobs


Create relevance.

Does it show

emotion?Does it give them

(new) hope(s)?

Does it solve their problems?

Does it fulfill

their needs?

Does it resonate

with them?

Will it enhance their life?

Does it elevate

their curiousity?

Will it brighten

their day?

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What frustrates them?

What makes them happy?

What do they need more of in their life?

How much do they really know about us?

DON’T GUESS…ASK!


“Past brand performance is not indicative of future results.”

–Your Friend…The Consumer

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HOW DO I GET MY BRAND HERE?

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BEST EXPERIENCE.NEW EXPECTATION.BEST EXPERIENCE.NEW EXPECTATION.BEST EXPERIENCE.NEW EXPECTATION.

PERSONALIZATION


The single biggest component of member satisfaction — directly impacting loyalty and

revenue — is emotion.

Not “happiness,” but feeling respected, appreciated and valued.

OUR CHALLENGE

Source: 2021 JD Power & Assoc.


MEASURING YOUR BRAND STRENGTH

#BeBrave

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MUST HAVE• Marketing automation platform

• Member data platform

• AI and BI machine learning

• Personalization tools

• Content management system


WHAT DO WE NEED TO KNOW?

• Current membership and recent acquisition segments

• Degree of familiarity and strength of brand in current…and potential markets (do we prioritize)

• Competitive positioning and opportunities

• Online experience perceptions

• Product distinction - best opportunities to attract


MEASURING YOUR BRAND STRENGTH

QUALITATIVE

• Awareness/Familiarity/Relevance

• Loyalty assessment & drives

• Attribute ratings, rankings & values

• Gap analysis & trend priorities

• Data-driven graphs & charts

• Frequency & differentiation

• Stories & anecdotal references

• Experiences

• Sources of relevant distinction

• Engagement & Loyalty Rationale

• Passion, feelings & emotions

• Disruption & awareness

QUANTITATIVE

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INTERNAL INSIGHTS

Success contributors

Brand attributes

Distinctions

Performance

Culture

Relevancy


MEMBER & CONSUMER BRAND EQUITY

Quantitative: • Statistical brand & name equity,

awareness, and competitive insights

• Gap analysis in various markets• n = TBD

Qualitative: • Attitudes, brand beliefs, PFI,

preferences, switching triggers• Experiences, relevancy, stories and

perceptions• Two - four member + non-member mixed groups (n=20-45 total)

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WHO is most valuable to FUTURE growth?



Operationalizing Persona Journeys

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DIGITAL METRICS

• Website traffic (visits, time on site)

• Google ranking

• Website & landing page visits

• Number of downloads

• Paid media clicks


BRAND RESEARCH & ASSESSMENT:

• the Good, • the Bad,• the Confusing

“Where do I go from here?”

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ALIGNMENT – FOCUS - RHYTHM


WHAT MAKES

USSO SPECIAL?

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creating emotional connections between people and your brand

41%said their FI

reached out to them


“Is there anything else we can help you with today”


Essence: Your DNA - distinct focus.

Promise: Internal commitment you promise to deliver to members.

Personality: Humanizing and relatable attributes.

Key Messages Themes: Describe what you stand for—who you are and what makes you unique.

Brand & Staff Actions: Defined behaviors that make you unique.

HOW BRANDS ARE BUILT

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One word is ideal.

More than two indicates the brand has little focus.

Its goal is to be unique to you, experiential, consistent and authentic.

You must be able to deliver via all channels…from culture to online to branches and in the community.

essence


My brand is about


This is NOT a tagline.

It’s an internal promise, linked to your essence and core values.

It helps staff focus on living the brand.

It defines your entire organization and touches every aspect of it, becoming so engrained that consumers develop expectations based upon it.

promise

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Attributes, feelings, a style and attitude that describe your distinctive character.

Unique characteristics others won’t be able to claim.

Human traits such as authenticity, passion, imagination – linked to you as differentiation achievers.

personality


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Key message tone guides your brand voice and begins to breed familiarity.

Articulated for use by everyone for everything in the organization.

It establishes value and helps disrupt the thinking of the member and the consumer.

message voice/vibe

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“If you love where you live, you should love where you bank.”


Defined behaviors that make you unique. Carried out consistently across the organization.

These are both internal and external actions and interactions, lived out daily.

These unique experiences make you THAT credit union because they are yours…and yours alone.

brand & staff actions


sustainability volunteerism

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school makeover


Create a robust and flexible brand design concept system.

Explore a range of experiences and touch points, including brand messaging, relevant channels, unique audience psychographics and lifestyles.

Include the design of media, branch system elements and what photography and video are “on brand.”

brand identity & guidelines


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For our brand to succeed, we must have everyone

in our organization – from the top down, including

our Board, understand what the brand is all

about…and your expectations of everyone.

staff culture training



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bad dog

REVIEW TIME!


YOU CAN FIND ME HERE:

Randy Schultz, VP Marketing, Strum [email protected]

c: 206.715.6797

d: 206.826.0322

www.strumagency.com

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© credit union national association 2021. all rights reserved

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