When you launch a new brand at your bank or credit union, all the glitz and glamour of the kickoff party and initial training feels pretty good (especially if you’re a former marketer like me). I remember the feeling well.
I also well remember that the “new car smell” of the brand didn’t last for long. That’s not to say your brand still isn’t cool, vital and relevant after roll-out. Far from it. However, the real work in branding comes not so much before or during the launch but after the launch.
Enforcing branding is tough
It’s in the days, weeks, months and years after the launch of a new brand that the real labor comes into play. As a brand leader at your bank or credit union, it is your responsibility to reinforce (and sometimes enforce) brand standards. This means you won’t always be the most popular person at your financial institution. During spot-checks for brand adherence at branches, I was regularly referred to as not-so-nice names by staff. I had to grow a thick skin and so will you.
Working as the brand enforcer, you’ll have to take a stand when it comes to sticking to what the brand represents. If you let little things (homemade marketing collateral, dress code violations, deviations from the consumer engagement plan, etc.) happen, your brand will slowly erode. It’s kind of like the loose string on a sweater we’ve all had. If you don’t snip that string and mend the ravel quickly, it can fall apart. The same principle applies to your brand.
Yes, you’re going to have to correct dress code no-no’s to the brand. And yes, you’re going to have to monitor that homemade brand collateral we all love/loathe so much. It’s true, you’re going to have to listen to how your staff interacts with each other and your consumers in order to ensure brand standards are upheld.
Again, this won’t always make you the most popular person in your financial institution neighborhood. And that’s okay. Much like being a mom or dad, the goal of a brand enforcer is really not so much being a friend as it is being a parent/caregiver. And if you care about the brand your bank or credit union has labored to create and launch, you’ll do the right thing by it which sometimes means making unpopular but important decisions to protect it.