With over 5,000 community banks and credit unions in the US, your brand is the only thing that differentiates you in your community and online. “Brand messaging” is the collection of words, imagery, and stories that you use to explain the value your community bank brings to customers. It’s not enough to say that your bank is “better” at something than others—better is unclear and doesn’t help you stand out. Instead, your brand message should answer important questions: What makes your bank different? What problems do you solve that other banks don’t? A strong brand message helps you connect with your audience and clearly show why they should choose you.

In this episode, Chris Bates, Dan Novalis, and Erin Fults discuss community banks' challenges when building a brand message as a team. Your message isn’t just about telling customers what you do—it’s about inviting them into a story they want to be part of. Erin talks about the seven key points that help you create a unique and powerful message and how those points can make a big difference to your bank over time.

By the end of this episode, you’ll see how a strong brand message can help your community bank stand out in the competitive market.

Topics Include:

● Why brand messaging is important for community financial institutions

● The challenge in crafting a brand message as a community banking team

● The process of crafting a brand message

● How to use the seven key messaging points to create unique, compelling brand messages

● The benefit of having an external brand messaging expert

● The current challenges facing community banks

About Erin Fults

Erin Fults is a messaging strategist and communications coach. She helps companies develop a clear way to articulate the value they deliver in the marketplace, align their team around that message, and then coach them to implement it in their marketing and sales to attract and close more of the right customers.

Erin’s background includes over 15 years of experience as a small business owner, where she earned her "street MBA" along with certifications as a StoryBrand Certified Guide and They Ask You Answer Coach. A teacher at heart, she also speaks and facilitates workshops nationwide.

She and her husband have three children and live in central Mississippi.

Resources Mentioned:

• erin@theacornteam.com
• LinkedIn: Erin Fults
• Website: https://theacornteam.com/
• contact@bankmarketingshow.com
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

Chris and Dan discuss strategies for community banks to enhance their local marketing efforts. They emphasize the importance of connecting digital and brand initiatives with local engagement to build trust and visibility.

This episode provides a checklist for banks to leverage local strategies, use digital tools, and measure ROI effectively. Chris and Dan also discuss the benefits of outsourcing technical marketing tasks to focus more on community involvement while providing practical tips and best practices for amplifying local campaigns.

Topics Include:

• Importance of Local Community Involvement
• Building Trust and Visibility in Your Community
• Intentional Community Engagement Strategies
• Showcasing Community Involvement on Social Media
• Aligning Local Strategy with Overall Branding
• Using Digital Tools to Amplify Local Campaigns
• Learning from Other Banks' Best Practices
• Measuring ROI from Community Engagement

Resources Mentioned:

• contact@bankmarketingshow.com
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com

Chris and Dan continue the three-part series by exploring the impact of digital marketing on community banks. Building on the previous episode's discussion on branding, they both dive into digital personalization, emphasizing the importance of creating tailored customer experiences and engaging through multiple digital channels.

This episode offers practical advice on segmentation, automation, the balance between digital strategies and human touch, and the significance of consistency and metrics in tracking success and optimizing marketing efforts. Filled with actionable insights and examples, this episode is a must-listen for any community bank looking to bolster its digital presence while maintaining its personalized service edge.

Topics Include:

• Diving into Digital Marketing
• Personalization in Digital Marketing
• Human Touch in Digital Marketing
• Segmentation and Micro-Segmentation
• Automation in Digital Marketing
• Consistency Across Channels
• Privacy Concerns in Digital Marketing
• Tracking Success and Metrics

Resources Mentioned:

• contact@bankmarketingshow.com
• Bank Marketing Minute Newsletter: bankmarketingminute.com
• Website: The Bank Marketing Show: bankmarketingshow.com