I received a wonderful email from a client the other day. The email said (slightly edited):
“I have been reflecting on just how far we’ve come. We now know who we are, we know what we stand for, it has given me the confidence to lead the way I needed to, our people are so aligned and bought in, and now it’s leading to success stories. Awesome!”
This email made my week. It was not only flattering and made me proud (of both them and CBC), it got me thinking. I realized, THIS is what I believe every community bank or credit union deserves to feel and experience after committing to branding. What I wish for you, is that you will be able to say these same words. Whether you work on your bank/credit union brand strategy with CBC, another company or alone is irrelevant–this is your mark of success: when you can say “we know who we are, what we stand for, and our people are aligned,” that is the ultimate sign of your success.
Bank and credit union marketing pros and CEOs ask me all the time, “Jeff, how will we be able to measure our success?” I now have a new answer: if you can send me an email like this in two years, you were successful.
Simple as that.
To my awesome client, congratulations: you deserve this success and you earned it. To the rest of you, go out there and make it happen–you can, and you will be glad you did. We’ll be cheering for you.