Your bank or credit union brand isn’t something you should shove in a box. You couldn’t do it if you wanted to. Brands are like gases – diffuse, sometimes invisible forces that permeate your institution. Whether you like it or not, your brand makes an impact at all levels of your organization.
That means integrating brand considerations throughout your workflow. Let’s use Patrick Lencioni’s Working Genius model to see how your brand fits in at every stage.
1. Wonder
Wonder is the stage where opportunities are questioned and thought about. But this isn’t just out-of-control pondering…it’s specific to your brand’s situation. Your market. Your niche. Your personality. What’s possible for you and no one else? What’s appropriate or inappropriate for you? Just because you can do anything doesn’t mean everything suits your brand. So, wonder through the lens of your brand setting.
2. Invention
Invention is the origination of new ideas to take advantage of opportunities. So much of this revolves around branding your idea. Maybe someone already did something similar…that’s fine, now you can make it yours. A vacation loan looks different depending on if you’re in Maine or Texas. The concept of a vacation looks different depending on the socioeconomic status of your consumers. Your genius here involves leveraging those differences when no one else is.
3. Discernment
Discernment is the analysis of new ideas. This is immensely valuable to your bank or credit union brand because it tests whether ideas are truly consistent with your organization’s identity. It’s fun to jab at the brand-obsessed marketing person or compliance folks…but their work protects brand integrity and halts bad ideas.
4. Galvanizing
Galvanizing is the stage where others rally behind an idea. Executing any project well takes everyone from the boardroom to the breakroom. And executing at that level requires a whole team that believes in your brand. If you don’t start with galvanizing staff around a cultural foundation, it will be challenging to galvanize them around projects.
5. Enablement
Enablement is offering a helping hand to implement ideas. Operationalizing your bank or credit union brand empowers team members with the gift of enablement to effectively serve others. The brand runs from front-office to back-office and from top to bottom. It’s everyone’s responsibility. With this brand understanding, silos collapse, fear of judgment decreases and staff open up to greater assistance from others.
6. Tenacity
Tenacity involves checking off boxes and completing idea implementation. Your brand truly shines (or falls apart) at this stage. The brand must be present in the tiny details…not just the big ideas. The daily interactions with consumers, the marketing messaging and the final touches on any project all need your brand personality. People notice the small things. So, finish every task strong and recognize your brand comes through in areas big and small.
Remember: your bank or credit union brand is not a facet of your marketing. Many functions (marketing, service, etc.) are facets of your brand. It’s who you are…so make sure it’s ingrained in your workflow too. Book a free consultation now to talk with On The Mark Strategies about understanding your Working Genius workflow or brand better.
