When it comes to the ways you go about achieving your credit union's annual business goals, one area of importance that I'm willing to bet oftentimes receives the least amount of attention is your brand. Your credit union brand is what puts money in your coffers and brings members through the doors. It shapes their loyalty and degree of participation in the services you provide.

Simply put, your brand is the impressions and feelings produced by the overall experience of your organization—all the member touch points—from top to bottom. Such impressions and feelings can generate overwhelming demand for your products and services, even prompting your members to encourage others to do business with you. On the other hand, these impressions and feelings can also fuel a flight-to-market should they ever be misperceived or become tarnished.

Knowing how all-pervasive a brand can be and how it exerts such considerable influence over sales, shouldn't we all be lining up to learn every tip and secret we can about this golden asset?