Recording - Manage Your Core Assets: Brand - Fa20

Course Length
60 mins

Tom Hershberger



Presenter: Tom Hershberger, Cross Financial Group

This 60-minute program will be presented live on: October 29, 10:00-11:00 a.m. Central Time
Recording available through: January 29, 2021
Price: $225


This webinar series examines three essential assets possessed by every bank in the country. Like any asset within the organization, proactive management of each asset will generate superior results. Among these essential assets we find a mix of employees, relationships, and the bank’s trade area reputation. All of the ingredients necessary to attract and retain customers. Banks have learned from recent circumstances that everything that impacts life at work and home will eventually carry over to the financial services industry. How banks leverage their essential assets will influence their navigation of emerging environments impacting their customers. Register for this webinar series and plan to learn what management teams and leaders should know to introduce change and integrate new policies and procedures, while preserving culture and community image. Plan to learn about unifying teams and leveraging internal support and customer-facing service. What will it take to succeed in a changing banking industry? Some of the answers are already part of your established culture. Others will need to be examined and introduced. Focus on your essential assets if you want to outperform your competitors.


Session #3 – Manage Your Brand

This session will focus on:

  • Consistent messaging - vision, mission, values
  • Telling stories to show purpose in action
  • Keep your eyes forward
  • Keep planning
  • Use available time to plan for the future
  • Remain strategic with horizon objectives
  • Reinforce cultural development
  • Use near-term projects as a path for long-term transformations
  • Challenge managers to champion employee engagement
  • Support of corporate objectives and goals
  • Strategic planning and tactical planning
  • Develop metrics to monitor success
  • Develop a stop doing list
  • Encourage process improvement
  • Create pictures of short-term and mid-term success – the brand in action


Target Audience:  Anyone in the bank responsible for supporting the bank’s brand

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