While most people think of logos, taglines and corporate colors, they are not solely what a brand truly is. Your brand is the trust members place in your credit union. An exceptional experience and promise of trust is what your brand should be delivering at every interaction.
In what ways can inspirational branding be a great way to deliver on your brand promise? Author and leadership coach Simon Sinek discusses a concept called the golden circle. The basic premise answers the questions why, how and what. Most organizations, including credit unions, communicate the answers to why, how and what from the outside in. We offer checking, savings, and loans (what?); you can apply online or in a branch (how?); we are a credit union and have low rates on loans and high saving rates (why?).
Sinek explains that the world's most successful organizations and leaders communicate from the inside out. The idea is to employ people and attract consumers who share your organizations beliefs. If you hire people because they can do a job, they'll work for your money. But if you hire people who believe what you believe, they'll work with blood, sweat and tears.
Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.
Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Breaking credit union news and analysis, on-site and via our newsletters and custom alerts
- Weekly Shared Accounts podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical coverage of the commercial real estate and financial advisory markets on our other ALM sites, GlobeSt.com and ThinkAdvisor.com
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.