Purpose is at the forefront of consumer-brand relationships. According to Edelman, 64% of consumers are belief-driven buyers, wanting to support brands that align with their values. When it comes to financial services, it's no different. Members seek personalized solutions from credit unions that "do well by doing good." A financial institution's purpose signals what it stands for and helps members identify if the organization's values align with their own. Purpose also helps employees focus on the bigger picture, giving them a common goal to work toward. Here are five steps to leading with purpose at your credit union.

1. Define your purpose.