What you think about your brand doesn’t matter, it's what your members think, marketing guru Scott Stratten, told credit union marketers at CUNA Marketing & Business Development Council Conference.
Branding is not your logo. Branding is what you do every day, said Stratten, president of Un-marketing.
“You’re branding constantly,” Stratten said during a rousing keynote on the last day of the conference in Anaheim, Calif.
That means every interaction with a member in the branch, conversation at a community event, or fielding complaints.
“There is never a neutral interaction with your credit union. It is either up or down,” Stratten said.
Some key concepts from Stratten’s talk included:
The moral, Stratten said, is that there are three pillars to good business: authenticity, transparency, and immediacy.
Marketing today happens in real time, he said. The speed in which you reply to a problem is as paramount as with what you reply with. Your brand is at stake with every interaction.
“I don’t know the ROI of Twitter, but I know the ROI of giving a damn,” Stratten said.