For its June issue of Credit Union Management magazine, CUES tapped Weber Marketing Group for industry insights on how employees can ‘live the brand.’
The article, “Reflecting the Brand,” stresses the role staff play in an organization’s branding efforts.
“Every interaction your staff has with a member is either building your brand or not,” says Jeffry Pilcher, Creative Director at Weber Marketing. “Many organizations invest hundreds of thousands of dollars in their brands only to have that investment undermined when employees don’t understand or live out the brand.”
The article teaches readers how to hire with brand in mind, and how to introduce and implement a new branding strategy.
There is also an in-depth case study on how Weber Marketing helped Navigant Credit Union successfully launch its new name and brand with staff.
Tim Draper, VP of Marketing for Navigant, said Weber’s ‘Branding Boot Camp’ was a good way to get staff’s involvement, participation and buy-in. “We wanted their input regarding what they can do to support our brand.” It also helped “immerse every employee in a short period of time in how we wanted to position ourselves in the market,” he added.
