When you simplify everything, marketing is about making connections

Marketing is too important to be left to Marketers

Marketing has traditionally been the domain of a few creative people in your organization, whose work is sometimes appreciated (and sometimes tolerated) by the rest of the staff who tend to have no idea what marketing really does all day.

Well, nothing against your Marketing Department, but marketing is too important to be left up to just them.

And, by the way, you might want to tell the rest of your staff that they are now also part of Marketing.


Because marketing is the means to mold an assortment of individuals and departments into one team that works together to grow faster and stronger than the competition.


First, we need to look at what marketing really does, at its base level.

When you simplify everything, marketing is about making connections between your products, your services, your members and your staff – connections that lead to behaviors such as applying for an auto loan, or proudly telling their neighbor why they belong.

In order to make those connections, there has to be a reason why members would choose to do business with you, and that reason usually starts with an personal connection, an emotional or gut level feeling that the credit union is their best option.

But first there needs to be a connection between your CU and your staff.

Because if they don’t believe in what they are doing, it’s obvious to your members.

If you want to be successful, then all employees need to share in a common vision, from the just-hired newbie to the most senior Board Member. A strong brand purpose inspires pride, and employees that are proud of their company are more likely to personify that purpose in everything they do.

When all staff are motivated by the same mission, they pull together as a team.

A leader’s job is to inspire the rest of the organization to fully embrace the power behind this purpose.

When employees understand why, shared goals can then become the foundation of your growth strategy.

Kent Dicken

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