Branding goes well beyond the colors in your logo or glossy brochures. Branding is everything, from your website to the employees in your branch. Branding must be part of overall strategic planning and then that plan must be clearly communicated and reinforced to all employees every day.

I called the main number of a large credit union this week. I was on hold for a couple of minutes, and then a member service representative transferred me to the line I had requested. I was on hold another five minutes before I got disconnected. I called back and was on hold nearly another eight minutes–the hold music was awful–before an MSR got to me. This time I was connected. This experience is your brand to me now.

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