Great health rarely comes from one simple solution like changing your diet, sleeping more, or just exercise alone. You treat the roots, not just the symptoms.
You start first with a good diagnosis and assessment about the state of your health from a well trained professional – physical, mental, even emotional. You uncover what’s brought you to the state you’re in – before you take a friend’s advice to leap on a treadmill – or worse, to drink wheat grass shots. You look at the whole body and mind, not just the surface.
What does this have to do with your financial institution’s brand?
Probably the most frequent comment I hear across the US and Canada from financial executives is, “I’m not sure we know what our brand is internally, let alone how we’re doing on delivering it out in the market.” What is that such a huge question without clear answers?
A “brand” is not done when you update your logo, add mobile banking, build a new branch, upgrade your website or even change names to differentiate yourself. Former Disney CEO Michael Eisner described it succinctly saying, “a brand is a living entity, the sum of a thousand small gestures.” Great brands require nurturing, focus, alignment and clear metrics to adapt and remain relevant.
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