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

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