Crafting Your Brand: Build a Remarkable Personal Identity

When someone asks you what you do, what’s the first thing that comes to mind?

Most lead with their express job title. Others may lead with the name of their employer, and some may stick to an industry focus such as, “I work in finance.” In the realm of credit unions,  we often employ the word “bank” to draw a readily understood parallel to what we do.

Let’s toss all those out the window.

Why? Because none of them articulate any real authenticity to who you are. They are just titles and industry jargon. 

So, who are you, really? Let’s dig a little.

A personal brand statement summarizes your unique value proposition –your values, strengths, expertise, and aspirations. If you’re unable to express genuine empathy and authenticity to your members, you’ll struggle to build the deep, lasting relationships you desire. Furthermore, when you know what drives you, you will genuinely enjoy your work. When you’re passionate about what you do, it’s easier to stay focused, to be more productive and your enthusiasm and dedication shine through in the results you deliver. 

Your personal brand ought to be as distinct as you are. To kickstart your journey, something in this mix may strike a chord:

• I offer personalized guidance and support for members’ financial struggles and aspirations. 
• I craft personalized financial plans for members that align with their life vision.  
• I proactively address fears and anxieties about money, providing reassurance during market downturns, and offering emotional support during life transitions.
• I’m a compassionate financial coach who guides members with empathy and understanding.
• I’m actively engaged in enhancing the quality of life for our communities, creating a supportive and inclusive environment where people feel heard, understood, and valued. 

Of course, make your own personal brand identity, and don’t solely rely on the examples above. But you can see how a strong personal brand transforms how you work and how you view the world. After all, if you don’t know what you want, you’ll probably never get it. Plus, there’s a shift in mindset. Rather than seeing work as mere tasks or busyness, there’s a noble mission of helping others first. And with that comes positive emotions, a sense of purpose, and meaningful social connections.

You’ve probably heard the old adage that you can’t truly love others until you learn to love yourself. The same can be said of work. If you understand what makes your work at the credit union valuable and memorable, others will see it too. 

Challenge Yourself to Lead
Write your personal brand statement and place it somewhere visible. Download the Craft Your Personal Brand worksheet.