Beat Uncertainty with Community Bank and Credit Union Consistency

Uncertainty. There’s uncertainty in people’s daily lives. There’s uncertainty in the financial industry. And there’s uncertainty in the world at large.

The last thing you want to do is add to it…so don’t!

Your team members and consumers are depending on you to be a pillar of consistency, an unwavering ship amidst the stormy seas. Satisfy others’ needs for stability, and you’ll ingratiate yourself with them.

But what specifically are the fickle situations requiring community bank and credit union consistency? And how do you become a beacon of consistency to staff and consumers?

Let’s take a look.

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Chaos Below, Order Above

Trouble can quickly spiral into chaos if people lack a firm direction. All leaders got a taste of this during the pandemic, and you probably issued orders quickly to prevent an organizational breakdown.

But as the Harvard Business Review mentions, the crisis isn’t over. It simply transitioned from an immediate crisis to a “sustained crisis.”

Your team is still experiencing chaos in their lives. It’s just more latent and hidden than the sudden fear of March 2020. And retaining the panicked, breakneck pace of urgent crisis work may actually be worsening the chaos.

Increased community bank and credit union consistency requires a transition to ordered leadership that projects a more deliberate vision. Slow down and reestablish the end goal (and the proper pace to achieve it at). Ensure your leadership gives staff a plan going forward and plants mile markers people can follow.

There’s chaos below you...and it might not go away anytime soon. Don’t shrink away. Add to your community bank and credit union consistency by keeping true to a daily vision.

As this Marines commercial puts it, be someone who runs “toward the sounds of chaos…”

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Employees Change, Your Brand Doesn’t

Bureau of Labor Statistics reports show employee turnover is decreasing overall. But it doesn’t feel that way in many organizations. I still hear on call after call that turnover problems plague financial institutions. Even if that isn’t the case at your institution, turnover is still traumatic.

Many employees experience “workplace survivor syndrome” after team members leave, manifesting in the following symptoms:

• Low motivation
• Reduced trust
• Anxiety

Needless to say, symptoms of staff losses impact community bank and credit union consistency. Showcase consistency to your staff first (despite turnover); then outward consistency to consumers will improve too. A true consistency waterfall!

What’s the key to doing this successfully? A stable and transparent brand identity.

Build a culture that outlives its staff. Build a brand everyone loves so much they never want to be unmotivated, distrustful or anxious around it. Talk about the worries. Be open. And make sure your brand is stable, day in and day out.

That doesn’t mean you never rebrand (sometimes a rebrand helps make your institution more lovable). It means you inculcate something beyond even interpersonal employee relationships and maintain a throughline regardless of the situation.

Simon Sinek briefly discusses reminding people of this brand throughline…

Unexpected Outside, Expected Inside

Your member or customer just walked into the branch, picked up the phone or opened the web chat. What did that person just come from?

Traffic. Sick kids. Surprise expenses. Bad news from a family member. Whatever it is, the likelihood is high that something threw the person’s day out of whack.

So, the last thing they want is an unexpected experience interacting with you. Your community bank and credit union consistency can be the bright spot in their day instead.

Consistent service pays huge dividends too…74% of people say service affects their loyalty (the highest out of any category).

Make your experience fast, friendly and convenient every time. Reduce consumer anxiety by using repetition. You are the safe place where everything goes as planned.?

Of course, this doesn’t just happen by osmosis. You need a solid journey map and frequent training to maintain community bank and credit union consistency. Teach your whole institution your brand is more than some words. It’s something lived out – every day.

Take a look at one of our Living The Brand videos to see a good way to operationalize your brand month after month…

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Impersonal Economy, Understanding Marketing?

Financial industry leaders are quite familiar with today’s economy. It’s rising rate environment, liquidity challenges and seemingly immovable consumers already give you frequent headaches.

The economy gives consumers headaches too. Although reports on consumer outlook are mixed depending on the media source and expert consulted, there is certainly some economic pain out there. Credit card debt has 3.87% of people in financial distress (sounds small, but that’s the same level as the Great Recession). And 43.2 million people are struggling to pay bills.

No matter what direction the economy takes from here, your community bank and credit union consistency can provide understanding to those frustrated by the economy.

Provide a sympathetic voice with your marketing. Stay true to the problem-solution formula and focus on the pain points. Send a comforting message, telling members and customers: “no matter what happens out there, you have solutions in here.”

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Need Some Help?

If it feels impossible to navigate all these consistency issues alone…you don’t have to! On The Mark Strategies offers solutions ranging from leadership training to marketing help and more.

Credit Union of Texas CEO Eric Pointer had this to say about a partnership with On The Mark Strategies:?

“In the last year since we worked with On The Mark Strategies, every month has been a record month over the previous year – particularly when it comes to checking accounts and loans. We would not be as successful as we are now without their team.”

Enhance your consistency. Enhance your growth. Book a free consultation today!

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Want More Tips?

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