Listening to the politicians youwould think Congress found a cure for cancer as they announced…whatexactly? They agreed to borrow more money and kick the budget candown the road four months. Nothing has been solved or put on acorrective course, but it did have an impact on the financialindustry.

Distrust and Loss of Confidence

Consumers registered their lack of respect and distrust ofpolitical leaders, unfortunately there is a slopover of thisgrowing distrust. Consumers are looking at every news story, saleand other information they see with a skeptical eye. In fact, whenbanks and investment firms are registering above-expected profits,Wall Street applauds; however, consumers have been taught to revilethis news because they believe it came off their backs. The mediaagenda is sticking.

Also, when the government plays politics and predicts impendinggloom and doom, consumers tend to lose confidence in the economyand hold on tighter to their spending dollars. After the last fiveyears of constant economic threats being reported, consumers aredeveloping new financial behaviors. Some out of necessity (collegegraduates carrying significant student debt while beingunderemployed) and some who are just fearful of what the futureholds. In four months, the media will be posting prognosticationsof doom and gloom as Congress battles once again on budget stop gapmeasures.

Reaching Consumers

During these jaded consumer times, how do financial institutionsget the message out that loans are available and we are eager tolend? The trickle of trust. Following the Great Depressionfinancial institutions focused on building consumer confidence insecurity. That's what consumers questioned the most, and were mostfearful of. Rebuilding the brand following consumer rejection isparamount to rebuilding the functionality of the industry.Following the Great Recession consumers lost trust in the bankingindustry.

Defaults, scandals, foreclosures and the loss of manyorganizations within the industry have been painted as an industryyou can't trust. Terms like predatory lending were thrown aroundenough to stick in the minds of consumers.

Rebranding – The Trickle of Trust

As with any situation, trust can be quickly lost. And it takestime to rebuild that trust. Try to gain trust too fast, and itappears disingenuous. Trust is rebuilt by the trickle effect. Aconstant singular message of being partners with consumers willbring back the trust in the industry.

When the institution makes sincere efforts to communicate, weare being their friend in financially difficult times. Forinstance, we care enough to advise and protect the consumer fromgetting into a financial bind they can't get out of, and we cancreate a physical change such as pod-like dialogue branches thatdemonstrate a different approach to the consumer.

With an unwavering message of we want to earn your trust back,financial organizations can rebuild that relationship withconsumers that is so critical to future success.

Russell J.White is president of Banking Agility in Charlotte,N.C.