Whatever you do, don't do what this sign says
As we are in the thick of rebranding from Public Service
Credit Union to Canvas Credit Union, I’ve spent many hours over the last few
months focused on signs of all kinds. The Five Man Electrical Band said it
best, “Signs, signs, everywhere signs.”
Even before the rebranding effort, I found signs fascinating.
Signs give signals and historical context. Of course, they give direction and
the story behind many signs illuminates human behavior that was dangerous or
actions that if not stopped could cause someone harm. Generally, these kinds signs
cause us to feel a mixture of alarm and gratitude. That was my exact feeling with
both of these signs. One I saw last year in Orlando and one I came upon here in
Colorado (and have subsequently learned are quite common).
Other signs tell a much different story. They tell the tale
of behavior that caused someone else frustration or hassle. They also give
insight into the people that placed the sign. Especially in retail settings,
people want a change to occur, but they do not wish to share the direction
being given. These kinds of signs impact brand and experience.
Take a walk around your branches and office spaces today.
Examine the signs you see and the story that they tell. Are you ordering people
to stay at one position in a line? Are you inviting them to engage or inviting
them to stop in their tracks? What feeling do the signs elicit?
We often think about brand as tied to the bigger monument
signs at the entrance to our facilities or the large billboards we pass as we
race down the freeway. However, each and every moment of communication shapes
the brand experience of our members. The wrong sign with sharp messaging can be
an epic fail for your brand. If there is no imminent danger, you might find
that inviting your team to communicate verbally instead of relying on signs
creates stronger engagement and ultimately enhances your brand experience for
your members.
The next time you are about to create a sign, consider the
story behind the sign and the feeling it will create for your members. Will it
enhance your credit union’s brand experience?
Comments
Post a Comment