5 Guideposts to Measure Your Brand Promise Against

  • Share:
marketing

Q32018MarketingBlog8

A brand promise is more than just words, it’s a sentiment that provokes consumer loyalty and trust. That’s why working with branding requires a concrete alignment with the organization’s strategic direction and clear guideposts by which to direct the development and measure the quality of a brand promise.

Consider the two pillars of building a brand promise: making it meaningful and measurable. Many companies run into the problem of wanting to craft a brand promise but don’t know how to achieve both pillars, and without them a brand promise can come off as very vague, even to employees. What it means to one person can be completely different from what it means to another. In order to maintain consistency, credit unions need to ensure everyone remains on the same page, and that means marching toward the same guideposts.

1. Awareness: One of the most important elements of building a brand is for consumers to be aware of it. The more people are aware of your brand, the easier it is to engage with potential customers and get them to join as members. Marketers can measure awareness in the form of direct website traffic, social media engagement and mentions, organic searches and other forms of feedback. If people are talking about a brand online, it won’t be too hard to pick up.

2. Meaningful: A good brand promise builds an emotional connection to customers. Consumers are driven by practical concerns, but they also seek emotional satisfaction and validation. Companies that appeal to a consumer’s ethics or contribute to causes they believe in will realize a greater brand reputation as a result. This is especially powerful for credit unions, who are often seen as community-driven alternatives to banks.

Building a brand promise requires dedication over time and the creation of brand ambassadors outside your workforce. Other organizations may target social media influencers for this, but for credit unions, what works best is simply members encouraging those they know to join a credit union.

3. Trustworthy: Before consumers show loyalty to a brand, they must first trust it. Oftentimes, this means nothing more than providing consistently good service. Organizations may consider setting new customer service standards or policies in place to build a reputation for quick, helpful service.

4. Transparent: Transparency relates to trustworthiness but is important enough for credit unions to be its own category. Credit unions exist to serve their members. This is crucial to keep in mind for both passive engagement (blog content, social media, education) and active engagement (customer service, events, social and web chat). The leadership of the credit union needs to address problems important to its members and the larger community they are part of in a direct and honest way.

A blog can be an excellent way to detail what the credit union is doing, and when complemented by ongoing and open dialog through community events and online channels, it can be very effective. Use thought leadership to provoke conversation and then lean into the other channels to engage members in meaningful discussion.

5. Preferred: Getting consumers to prefer your company over competitors is the greatest goal of branding. Achieving it depends on how an organization differentiates itself from the rest of the market. Providing unique, dependable and high-value services is the easiest route — as long as people know about it. Credit unions should incentivize this and set the right tone.

  • Share:


« Return to "Trends"
TrendScan logo
<< Back to Articles

Latest Trends

  1. Opportunities and Risks of Banking for Marijuana-Related Businesses
  2. Experience Company Growth and Discovery with Employee-Driven Communication
  3. Should You Still Be Concerned about ADA Website Compliance?
  4. The Member Service Experience
  5. Become a Tax Resource for Members
  6. Don't Get Snagged on ADA Compliance Requirements
  7. Are You Ready to Adopt a Continuous Performance Management System?
  8. Anticipating Change with a Succession Plan
  9. What Is a DDoS Attack and Why Should Credit Unions Be Concerned?
  10. The Planning Process - Improved
  11. The Role of HR and Hiring Managers in the Candidate Experience
  12. The Performance Management Conundrum: Structure vs. Creativity
  13. Building a Website with the User in Mind
  14. Is Your Executive Compensation Still Appealing?
  15. What Credit Unions Should Do with Ambiguous ADA Standards
  16. Consumer Attitudes Toward Digital Advertising
  17. Content Marketing: Well Worth the Effort
  18. Your Social Media Accounts Deserve Quality Content
  19. 7 Tax Changes Your Members Need to Know About
  20. 5 Things Credit Unions Can Learn from Cyber Attacks
  21. Are You Properly Rewarding Your CEO?
  22. Continuous Performance Management is Disrupting HR
  23. The Quest for a One-Stop Shop Financial App
  24. Credit Unions Could Replace Predatory Lenders
  25. The Website Audit Your Credit Union Needs
  26. Whatís Hot in Performance Management Technology
  27. Volunteer and Young Board Members Need Development
  28. Learning Management Systems: What Credit Unions Should Consider
  29. 3 Succession Plans Your Credit Union Needs
  30. Americansí Lack of Financial Literacy Is an Opportunity for Credit Unions
  31. Credit Union Compensation: Philosophy or Strategy?
  32. The Importance of Creating Quality Content
  33. Optimizing Websites for Voice: What You Need to Know
  34. Why You Should Invest in an Applicant Tracking System
  35. Consumer Appetites in Mobile Innovation
  36. Why HR Should Take Advantage of Employee Self Service
  37. 3 Website Design Trends for 2019
  38. Cut Through the Noise and Deliver Value Members Want
  39. What Borrowers Wished Credit Unions Knew
  40. Shifts and Trends to Know About in E-Learning
  41. Build Up Membership Through Supportive Savings Programs
  42. Selling Payments and Wealth Management Services
  43. How Useful Are Member Personas for Credit Union Marketing Teams?
  44. Wanted: Apps for Clarification and Simplification
  45. 3 Key Factors for Creating Good Content
  46. 3 Ways Credit Unions Can Prepare for a Cyber Extortion
  47. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  48. Prioritizing the Credit Union Employee Experience
  49. People Analytics: Bringing HR and Data Together
  50. Just How Distracted Are Consumers?
  51. Do You Know Why Payday Loans Are Used so Much?
  52. The Credit Union Advantage for the Digital Customer
  53. Popular DDoS Mitigation Methods in 2019
  54. Is Your CMS the Right Fit?
  55. Keeping Up with Digital Lending Convenience
  56. 4 Steps to Increased Social Media ROI
  57. How Credit Unions Can Formalize the Branding Process
  58. Are You Missing Out on the Power of Video?
  59. Making Sure You Have the Right Leaders in the Right Seats
  60. Preparing a Transparency Communication Plan
  61. What the C-Suite Wants out of Social Media
  62. Preparing for Compensation Transparency
  63. A Simple Way to Unify Your Marketing Efforts
  64. How to Identify What You Want in an ESS
  65. The Quickest Way to Understand Enterprise Risk Management (ERM)
  66. 5 Guideposts to Measure Your Brand Promise Against
  67. 6 Factors for Choosing the Right ESS System
  68. The Dream Team for Successful Online Customer Interactions
  69. Caution: Customers Don't Always Ask for What They Want
  70. How to Generate Content with Fewer Resources
  71. 2 Big FinTech Goals for Credit Unions
  72. Credit Unions Can Compete with Shadow Banks
  73. If Your Site Isn't Mobile Optimized, You're Losing Out
  74. Empowering Employees and HR with the Latest Technology
  75. Are Your Landing Pages up to Snuff?
  76. How Credit Unions Can Embrace Storytelling in Marketing
  77. The Best Compliance Training with New Topics You Will Need
  78. Protect Your Credit Union with a Website Accessibility Response Plan
  79. Don't Underestimate the Power of Financial Education
  80. Content, Tools, and Channels to Capture Consumer Attention
  81. Identifying Marijuana-Related Businesses
  82. 3 Factors Impacting Credit Union Compensation Plans
  83. Don't Undervalue Your Brand Promise
  84. Leveraging Social Media for Member Engagement
  85. Underestimate the Onboarding Process at Your Peril
  86. Finding the Best Platform for HR Technology
  87. 3 Brand Promises Credit Unions Can Learn From
  88. Serving the Underbanked and Millennials
  89. Why You Need ERM in Your Strategic Planning
  90. A Content Management System Will Make Your Life Easier
  91. Enterprise Risk Management ó Where to Start
  92. Bankers associationsí opposition to mergers does a disservice to member banks and to consumers
  93. The Quickest Way to Find the Right (and Safest) CMS
  94. Is Your Credit Union Supported by the Four Pillars of Digital Banking?
  95. Omnichannel Delivery: Banking Based On Members
  96. The Easiest Way to Deliver Content for Employee Development
  97. You Know You Need an LMS ó Now What?
  98. You Might Already Have the Solution to Your Current Talent Competency Gap
  99. The Secret to Future-Proofing Your Organization
  100. Remaining a Player in the New Home-Buying Experience
  101. Predict the Future of Mortgage Lending with Analytics

Related Trends

  1. Cut Through the Noise and Deliver Value Members Want
  2. Consumer Attitudes Toward Digital Advertising
  3. Content, Tools, and Channels to Capture Consumer Attention
  4. Just How Distracted Are Consumers?
  5. 3 Key Factors for Creating Good Content
  6. Become a Tax Resource for Members
  7. Americansí Lack of Financial Literacy Is an Opportunity for Credit Unions
  8. Build Up Membership Through Supportive Savings Programs
  9. 7 Tax Changes Your Members Need to Know About
  10. The Importance of Creating Quality Content
  11. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  12. Content Marketing: Well Worth the Effort
  13. Your Social Media Accounts Deserve Quality Content
  14. How Credit Unions Can Embrace Storytelling in Marketing
  15. How Credit Unions Can Formalize the Branding Process
  16. 4 Steps to Increased Social Media ROI
  17. What the C-Suite Wants out of Social Media
  18. Leveraging Social Media for Member Engagement
  19. Are Your Landing Pages up to Snuff?
  20. Don't Underestimate the Power of Financial Education
  21. If Your Site Isn't Mobile Optimized, You're Losing Out
  22. 3 Brand Promises Credit Unions Can Learn From
  23. How to Generate Content with Fewer Resources
  24. 5 Guideposts to Measure Your Brand Promise Against
  25. How Useful Are Member Personas for Credit Union Marketing Teams?
  26. A Simple Way to Unify Your Marketing Efforts
  27. Are You Missing Out on the Power of Video?
  28. The Member Service Experience
  29. The Dream Team for Successful Online Customer Interactions
  30. Don't Undervalue Your Brand Promise
  31. Selling Payments and Wealth Management Services

Industry insights
to your inbox!

Subscribe