Is your brand human?

first_img 8SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr If banks and credit unions are speaking honestly and openly, they’d admit their image for the past say, 100 years, is not necessarily a terribly human one. I mean, the most instantly recognizable bankers in pop culture today are probably the Monopoly guy and Mr. Drysdale from the 1960s sitcom The Beverly Hillbillies. Neither of these icons evoke a lot of warm, fuzzy feelings from consumers.Financial institutions have made great strides in the last quarter-century towards better humanizing their brands. But much work remains to be done. Take a look at your own bank or credit union and ask the same question — “is our brand human?”Here’s a brief litmus test through which you can run your brand to help answer the question:Do we look like the people we serve? In other words, are you still sporting the traditional suit and tie look? Are your branches still anchored with traditional mainstays like behemoth teller counters, mahogany desks and rope lines? Now, if these elements match your target audiences, terrific. You might not need to change anything. However, if your physical appearance, both in terms of attire and design, do not match the people you want to serve, your brand probably needs humanizing. continue reading »last_img read more

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