5 Guideposts to Measure Your Brand Promise Against

  • Share:
marketing

5 Guideposts to Measure Your Brand Promise Against

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

Related Trends

  1. Keep content relevant, short, iterative and engaging
  2. Three ways to up your social media game
  3. What others are doing
  4. Credit Unions Have an Opportunity to Help Their Members Through Tax Season
  5. Leverage the Resources of Trusted Experts for Tax Season 2019
  6. Americans Trust Their Financial Institutions for Tax Advice
  7. Achieving the Golden “Narrative Transport” in Brand Storytelling
  8. The Process of Crafting a Relatable, Moving Brand Story
  9. Cut Through the Noise and Deliver Value Members Want
  10. Consumer Attitudes Toward Digital Advertising
  11. Content, Tools, and Channels to Capture Consumer Attention
  12. Just How Distracted Are Consumers?
  13. 3 Key Factors for Creating Good Content
  14. Become a Tax Resource for Members
  15. Americans' Lack of Financial Literacy Is an Opportunity for Credit Unions
  16. Build Up Membership Through Supportive Savings Programs
  17. 7 Tax Changes Your Members Need to Know About
  18. The Importance of Creating Quality Content
  19. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  20. Content Marketing: Well Worth the Effort
  21. Your Social Media Accounts Deserve Quality Content
  22. How Credit Unions Can Formalize the Branding Process
  23. How Credit Unions Can Embrace Storytelling in Marketing
  24. 4 Steps to Increased Social Media ROI
  25. What the C-Suite Wants out of Social Media
  26. Leveraging Social Media for Member Engagement
  27. Are Your Landing Pages up to Snuff?
  28. Don't Underestimate the Power of Financial Education
  29. If Your Site Isn't Mobile Optimized, You're Losing Out
  30. 3 Brand Promises Credit Unions Can Learn From
  31. How to Generate Content with Fewer Resources
  32. 5 Guideposts to Measure Your Brand Promise Against
  33. How Useful Are Member Personas for Credit Union Marketing Teams?
  34. A Simple Way to Unify Your Marketing Efforts
  35. Are You Missing Out on the Power of Video?
  36. The Member Service Experience
  37. The Dream Team for Successful Online Customer Interactions
  38. Don't Undervalue Your Brand Promise
  39. Selling Payments and Wealth Management Services

Industry insights
to your inbox!

Subscribe