Posts Tagged ‘Branding’
Brand Loyalists are wimps. Build a Legion of Brand Fanatics.
Sure, Brand Loyalists boost your bottom line, talk about your brand, recommend it to their friends, use it on a daily basis, even teach their kids how to use it. And most companies would be happy to have them. Not me. I think you can do better. I think you can build your own legion of…
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Taglines are like short stories that no one understands.
Taglines may be the most difficult part of branding. And provide the least value. Why? Because a tagline has to convey as much meaning as possible in as few words as possible. Brevity usually trumps content, turning what was once a meaningful thought into corporate jargon. Don’t believe me? Take a look at The Financial Brand’s…
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The Rule of Three Rules
Your focus group and creative team has come up with 47 different ways why your your credit union/your product is superior to the competition. Your eyes glaze over at all the possibilities, that by using this amazing list in your marketing, you will astound the world with its obviousness, bring in monster results, and probably…
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Is your brand in the cart, or still sitting on the shelf?
You’ve seen products on store shelves that look like they have for the last 20, 30, even 50 years. They’re dusty, and a bit worn around the edges or label because they keep getting shoved around the shelves instead of taken home. Unfortunately, your credit union’s brand may be looking a lot like that dusty, battered…
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Mission Statements are boring. What’s your Manifesto?
When we start on a branding project, one of the first things we usually see is the credit union’s “Mission Statement”. About 99.999% of the time, a committee has very carefully stripped it of any concrete meaning or use and it says the exact same things as every other mission statement. What I’m more interested…
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Build a Brand Strategy before a list of new names
When a Credit Union Board and/or Executive Team decides that it is FINALLY time for a name change, too often they make a major mistake: They start coming up with names. That’s a natural reaction, to be sure. After all, the people around the table certainly know the history of the credit union and have…
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Registered trademarks: do you need one?
For many years, we’ve been working with a wonderful trademark attorney, Amy Wright, who has advised us and and several of our clients on the ins and outs of getting a trademark. We sat down with Amy and asked her to share her knowledge of trademarks with our CU marketer friends. ———————– Diz: Amy, why…
Read MoreIt’s not just a Name Change, it’s a Game Changer.
Download our free white paper, and you’ll learn how to survive and thrive when pushing the rebranding button: • Why your staff, members and Board need to be part of the process • How to work with outside experts to get the quality brand you deserve • Why you need to build a Brand Strategy…
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How deluded management almost diluted a brand
Anyone that has gone on the Kentucky Bourbon Trail (yes, it does exist), has probably visited more than one of the participating distilleries. My wife and her sister have used the trail as an excuse for a weekend getaway more than once, and one of their favorite stops was at Maker’s Mark. Why? Because Maker’s…
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Your brand is a collection of stories told by others about you
There are two basic branding lessons that every credit union needs to learn: It doesn’t matter what you say your brand is. It matters what everyone else says it is. You can talk about how wonderful, caring and helpful you are to your members, but no one will believe it until they hear about it…
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