Build a credit union brand story that resonates

In Building a StoryBrand, Donald Miller outlines how the best brands and most resonant marketing imitate the structure of traditional stories. There are seven parts to building a bank or credit union brand story. What does this look like for you? Let’s dive deeper.

1. The Hero – Who’s this? First of all, it isn’t you. It’s your members or customers. Your brand exists because of them, so they should be the center of your brand. But this looks different for everyone. SEG-based credit unions have a very specific “hero” in mind. Many community-focused institutions have “heroes” centralized in a couple cities or counties. No matter who it is, you must start with your hero to stay on track.

2. The Problem – Your heroes have problems…otherwise they wouldn’t need you. But identifying the right problem (and communicating about it) is the difference between a resonant and aloof bank or credit union brand. Don’t shy away from mentioning the problem. If your consumers are dealing with expensive auto costs, talk about it. If people are having trouble saving for retirement, talk about it.‍

3. The Guide – But you don’t say “sayonara” once you discuss the problem. You introduce the guide, which is…well…you! You’re there to help the heroes solve their problems. Remember: the spotlight is theirs – you’re just ushering them on stage.

 

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