The Bank and Credit Union Strategic Planning Gift Box
Go over key bank and credit union strategic planning components, such as trend reviews, vision-setting and focused initiatives.
Read MoreThis post originally appeared on news.cuna.org.
Despite disruptions to service, credit unions’ focus on members will serve them well during the coronavirus (COVID-19) crisis, says Taylor Wells, communications director for On the Mark Strategies.
He addressed branding and the member experience during the CUNA eSchool, “Managing Economic and Operational Challenges During COVID-19,” offered free as a CUNA member benefit.
“Stay true to your original vision,” he says, by focusing on the three C’s of branding:
Be clear about what your brand is and what it isn’t. Determine where you excel and where you don’t.
“This helps distinguish you from the competition,” Wells says.
Be what you say you are in the best and worst of times. “If your brand experience focuses on friendly conversations with members, you need to provide that experience every time with every member,” he says. “Live up to what you promise or people will see right through you.”
Make your brand visible—always. While credit unions have finite resources, achieve visibility to the greatest extent possible.
“You must have a brand that resonates with members,” Wells says.
He says credit unions can use the COVID-19 crisis as a means to improve the member experience. That entails:
“Members will remember who accepted the challenge to help them—and who didn’t. Which will you be?”