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.