Everything Communicates
by. Mark Arnold
Everything in your credit union or bank is communicating. While marketing pieces are important, they are just a tiny blip on your branding radar. As Howard Schultz, CEO of Starbucks, once famously said, “everything matters.”
But not only does everything matter, everything communicates. There are thousands of details
every day that are sending messages to consumers about your financial institution. Here are five:
(1) Your voice mail. Your voice mail is not a message center. It’s a branding opportunity. Turn your voice mail into a sales tool by weaving in a brand tagline or message. Or do something totally unique with it. Clever messages stand out in a hyper-competitive market. Most voice mail messages are boring, which communicates that your financial institution is boring.
(2) Your online digital experience. Communication doesn’t just happen in person or at a
branch. In fact, more and more communication is happening online and in the digital channels. So ask yourself this question: how easy is it to do business online with your credit union or bank? The answer to the user experience (UX) question says a great deal about your financial institution. Your online channel quickly communicates that you are easy to work with or you are a dinosaur.