Brand is a feeling

We’ve been talking a lot about brand this year, and for good reason. In 2021, we recreated ourselves into a brand that connects with the people in our province today, not ten years ago.

Albertans should have a sense of belonging where they bank. It's important to feel understood when it comes to your money, financial health and financial future. It should mean something to be a part of a credit union – to be treated like an individual, not a number, and to have each of your unique banking needs supported.?

At connectFirst, that’s what we work so hard to do every day for our members. We’re a launching point for a better banking experience for all Albertans.?

So, why is brand important anyway??

If you listened to episode 13 of "What's Next, Alberta?", you would’ve heard Dennis and I talk about brand. One of the key takeaways from that discussion was that, without a doubt, brand is a company's?number one asset. The brand represents your reputation, goodwill and trust you carry in the market and given that is the case, your brand is the most important thing that any business (or individual for that matter) possesses.

Whoever you’re speaking to--customers, clients, members—they’re all looking for a relationship with your brand. With consumer needs changing and more brands and options entering the market, people have started assessing the companies they do business with based on the FEELING they get, not just by the end product delivered (although that does play a role to a certain extent).

Just look at the big brands, the cliche ones we all think about - Coca Cola, Apple and Nike. These brands didn't become who they are solely based on the product they deliver. I could name five tennis shoe brands with very comparable products, but they just don't play in the same "brand arena" as Nike.?

Nike does not sell tennis shoes. They sell the feeling you get when you put them on, when you win the match, when your hard work pays off. That's the definition of brand.?

While other brands are focusing on talking about their product or services (the WHAT), the Coca Cola, Apple and Nike's of the world are talking about the WHY. They’ve identified a feeling and greater purpose that they want associated with their brand. This is what gives them a competitive edge.?

Clearly, I get pretty excited when I talk about brand. I am incredibly proud of what we have created for connectFirst, and of the team that brought it all to life. I hope you will consider joining us on our journey.?