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In the constant bid for growth, it may help to work on building and reinforcing a strong foundation before chasing the next new thing.

That’s one of the findings from a new CUNA Marketing & Business Development Council white paper, “Designing an Integrated Brand Approach.” Part of that foundation mix means integrated branding.

“Your brand isn’t brochures or statement inserts,” said Mark Arnold, president of Dallas-based On the Mark Strategies, a marketing consulting firm, and author of the white paper. “It’s how every employee interacts with every member every day. Building a consistent, lasting, monitored, upheld, and delivered brand is the only way you can slice through the din of everyone else’s messages and hope to be heard.”

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