Maybe your brand just needs a little polishing. Or maybe you aren't sure you even have a brand. Maybe a lot of things have changed and you want to start over.
Our team at iDiz, a strategic design agency, can help you rediscover your credit union's true brand and help you learn to communicate and live the brand. Whether you need a complete rebrand or just a branding facelift, we'll work with you to establish a process and a plan that addresses your credit union's unique challenges.
The Discovery stage involves getting to know the unvarnished truth about your credit union, your emotional connection to your members, and the things that truly set your credit union apart from your competition. Components may include:
On-location Immersion – Our team will spend a few days at your credit union to learn the culture, interview key staff, and gather as much information as possible in order identify strengths, reveal weaknesses, and find out what is truly unique.
CUCheck Online Focus Groups – a unique anonymous online focus group process that provides vital emotional intelligence about the feelings and values that motivate staff, members, and potential members – data you can't get from conventional surveys or focus groups.
Review of Financials – We dig deep into financial data (from all available sources, including FPR reports, reports from an MCIF, past marketing, ROI tracking, etc.) as valuable evidence of a credit union's actual behavior, expressed values and priorities.
Analysis of Current/Past Marketing and Branding – A comprehensive review of all available marketing and branding materials, rationales, strategy, planning, and results to identify any changes or updates needed and to spot elements that are working well.
Market Area and Competition Analysis – Understanding the unique aspects of the local environment and economy, and competition (especially local and regional banks).
Executive Team Presentation – We will articulate a clear shared understanding of your credit union's unique core values, as well as a unique and true emotional connection to your members – a Central Emotional Message.
In the Strategy phase, we match unique core values and messages identified in the Discovery phase with existing and potential target markets, and explore ways to connect to each of these different audiences.
This generally includes recommendations for several potential target audiences, along with goals, topics for further study, and product and marketing strategies for each target market. We also develop variations on the central emotional message specifically targeted for each target audience.
The strategy phase is also where we work with you to choose short, medium, and long-term goals for each niche, and then develop concrete strategies for specific emotional messages, product recommendations, and financial goals for each.
Now for the fun part. This is where growth really begins.
Now that everyone understands the brand and everyone has a handle on the values, audiences, emotional messages and the short-term and long-term strategies, it's time to start making it all come true.
With a rock-solid strategic foundation in place, we stir in world-class creative and design talent. Great marketing is always built on a deep understanding of a brand, the target audiences, and the messages tailored for those audiences.
Implementation also covers communicating the brand to the rest of the credit union staff, so everyone understands what's expected and can "live the brand" even better. Great brands are always built on truth, so this isn't a process of change – it's mostly a process of amplifying what's already there.
Nurturing a brand also includes regular checkups on results and fine-tuning the messages. We work with you to develop and implement an ongoing plan for measuring brand success and spotting needed tweaks.
© 2013 iDiz Incorporated. Powered by the incredibly amazing WebiDiz Content Management System.