Not long before the words “social distancing” became a part of our lexicon, Galapagos was invited to speak at the Michigan Bankers’ Association BEST Conference. At that conference, we spoke of the importance of making sure your organization’s culture and brand are in alignment. While we still wholeheartedly believe that it's imperative that your culture and brand are in sync, we also know that the current situation may have paused any significant plans to update your brand.
While your rebranding plans may be on hold, now is not the time to go silent. As customers increasingly find themselves with very real financial issues as a result of this health crisis, the need for banks who understand these issues is growing. Seize the opportunity - let them know you're there, and that you have the tools to help them.
When other FIs scale back their marketing efforts, step up and fill the brand space left vacant by your competitors. Use this time to focus on a strong brand message that sets your organization, and the expertise you deliver, apart. While an “all things to all people” approach is a difficult position to defend, staying clearly focused on a strong value proposition to a targeted group of customers pays long-term dividends.
Not sure where to start? Give us a call. We can help with market opportunity analysis or your next brand campaign.