The Story

Ok, so we’ve discussed making sure that your employees are proving your story, all the time, every day, every touchpoint. But, what about your executive team? They’re above all this touchpoint talk, right? Absolutely not.

Your execs truly proving the story is one of the key things that makes your brand more than just a “shtick” or a theme your company pretends to have–it’s what makes it a real reflection of who you truly are.
Just like your front line people can disprove your story, so can your execs - especially with your employees. If your execs aren’t proving your story to the internal team, how can you expect your tellers, loan officers, receptionists, etc. to do it? If your CEO proves your story with each employee touchpoint, it will be that much easier for your employees to prove your story with each customer touchpoint.

It’s just as important to figure out your internal touchpoints as it is to figure out your external touchpoints - it’s hard for your employees to have conviction in something that your own top execs don’t believe in. And, as Jesse mentioned, if your employees don’t have conviction, your customers won’t either.

This entry was posted on Friday, April 20th, 2007 at 12:50 pm and is filed under Other, Bank Branding, Credit Union Branding, Bank Marketing, Touch points, Credit Union Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.