The document discusses the concept of authenticity in branding, emphasizing the importance of emotional connection, integrity, and clear organizational purpose. It provides strategies for brands to cultivate authenticity, including understanding their identity, aligning their actions with their communications, and connecting emotionally with members. Ultimately, it warns against inauthenticity in marketing, highlighting that genuine engagement and consistent representation can enhance brand strength.

1. Authentic Marketing Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106

2. Discussion Overview What is authentic How to be authentic It’s all branding Real world examples Tactical ideas and samples What if you’re not what you say you are?

3. What is authentic?

4. Authenticity = Emotional Connection

5. 4 Strands that draw emotional connection 1 – A sense of place - Authenticity comes from a place we can connect with. Fast Company, Who Do You Love?, December 2007 What about your website?

6. 4 Strands that draw emotional connection 2 – A strong point of view - Authenticity emerges from people with a passion for what they do. Fast Company, Who Do You Love?, December 2007 Hire Train Empower Provide the tools

7. Lifestage Marketing

8. 4 Strands that draw emotional connection 3 – Serving a larger purpose - If a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in. Fast Company, Who Do You Love?, December 2007

9. Prove it

10. 4 Strands that draw emotional connection 4 – Integrity - Authenticity comes to a brand that is what it says it is. Fast Company, Who Do You Love?, December 2007 “ When the story the brand tells through its actions aligns with the story it tells through its communications. Only then will the brand’s story be true.”

11. Brand Strategy To be yourself, you must first know who you are.

12. Your Organization Your credit union has each of these elements already… whether you actively cultivate them or not.

13. Member + Staff + Management = Brand Strength Alignment AUTHENTICITY

14. Organizational Foundation Company’s key definitions of its business

15. Organizational Foundation Mission What do we do? Who do we do it for? Values What do we hold sacred? How do we act when no one is looking? Vision Where are we going? Why do we want to get there?

16. Organizational Drivers Brand Essence Central, overriding meaning of the brand. Distillation of all the brand’s attributes. The brand’s soul Examples Volvo = Safety Disney = Magic American Express = Prestige

17. Brand Meaning Defines the brand’s positioning both internally and externally

18. Brand Meaning Positioning Places the brand in the right spot to: Meet the target member’s needs Define relevance vs. differentiation Make emotional connection Be Authentic

19. Brand Meaning Personality What are the human traits the brand embodies? Enables the member to build a relationship with the brand.

20. So … how do you be authentic? “ Honesty sells because you can usually pull it off.”

21. Find alignment Phone surveys Branch intercepts Focus groups What is your competition doing Talk to your front line Know your local news Be what the audience wants … and be it all the time!

22. Sell the experience

23. Speak their language Share vs. checking Have a conversation, NOT a sales pitch Speak to member needs Make an emotional connection Make them laugh Make them think Make them respect what you have to say Talk to them … not at them

24. In the end … it’s all image!

25. Image “ I might have to make a visit to Uncle Dave,” which is what people in Ouray say when they need to take a loan from the local bank, Citizen’s State, whose chairman is named David Wood. Twilight of a Mountain God, January, 2009 Runner’s World Magazine

26. How Do You Get An “Uncle Dave?” Have the right “Uncle Dave” – someone who can represent the credit union well and “own the role” Be the first to market – it won’t do to be the second “Uncle Dave” in the market Be consistent – “Uncle Dave” is THE community banker Image

27. Be Like A Running Store Image

28. Become A Specialist Know Their Run – Do your members need a one-time “quick fix” like a home improvement loan or are they in it for the financial marathon? Keep a member log. Size ‘em Up – Like each shoe fits each runner differently, so does each financial product. Instead of analyzing their gait and feet, ask them basic questions about how they will use the product and their goals. Be Their Coach – You and your staff are the experts! Coach your members and they will entrust more to you. Image

30. What if you’re NOT authentic In today’s market, authenticity is self-policing And faster than ever!

32. Summary Authenticity requires constant reinforcement You can’t fake authenticity Understand your brand value Make an emotional connection Focus on the member

33. Eric Gagliano MarketMatch SVP, Client Management [email_address] 937-832-7894 x106 Thank You!