Share this Video with Your Team: What Is a Brand?

Jeff Stephens
October 15, 2012 | COMMENTS

As I was preparing for a presentation to the Bank CEO Network, I came across a video posted by The Financial Brand a few months back, called “What is a Brand?”

If you haven’t seen it, I’d recommend watching it. Perhaps more importantly, I’d recommend having your entire bank/credit union’s staff and fellow managers watch the video. It provides a great framework for what a brand is (everything!) and why it’s so important. In other words, it explains our concept of Proving the Story in a slightly different way.

Why have employees watch it? Because in my experience, bank and credit union staff members do not understand clearly that the brand is built by everything they do. Instead, they think of the brand as a thematic cosmetic layer over their company—you know, something the marketing department worries about. If this is your staff’s mentality or understanding, you’ve got a problem—no matter how well you understand brands, if they don’t, your brand is going nowhere.

Jeff Stephens is founder and CEO of Creative Brand Communications (www.creative-brand.com), a strategic marketing firm that helps credit unions develop and manage their brands.