Do you have that thing in your life that you sort of avoid because you don’t want to know how bad it really is? It is like, counting calories, or a weird noise your car is starting to make, or an unexplained pain in your arm. Often, it seems easier to ignore the signs that you need to make a change because “not knowing” means you aren’t really doing anything wrong.

In marketing, really looking at your brand can be a lot like that. Once you start asking questions and looking at different aspects it can be very much like pulling at the thread which unravels an entire sweater… For most of us, it is a lot easier to get busy with the day to day, put band-aids on those little issues when they come up and avoid pulling too hard at those threads for fear of what you may find.

Brand work is hard work. It takes dedication and commitment and innovation and insight and a whole host of other terms that seem like they don’t belong together. Revisiting (revamping, evolving, whatever you want to call it) is time consuming and at times, exhausting. But, it is so worth it.

In case it wasn’t obvious, Verity is in the middle of a huge brand project right now. Yes, it is a lot of work (even with a great vendor partner helping us through the process), but it is also incredibly exciting! There is an incredible freedom that comes with putting everything out on the table and looking at it just as it is – even those little dark parts you try to hide from during the day-to-day. Shining the light on everything and really examining how and why we do the things we do helps to ensure that the brand is intentional – which is really, really important.

Yes, there are a lot of things that we found we are doing well. And, yes, there are a lot of things that we need to work on, but I have found that even in the chaos of all the work that comes with this, there is less stress. We know we are on the right path and I am confident that everyone (from the marketing department to front line to our membership) will be so proud of the brand when we come out on the other side. And that is what makes this work really worthwhile.

So, there aren’t really any points of awesome clarity in this post, but this work is all that is on my mind right now (day and night, weekdays and weekends).

My only advice to you is this: pull on the threads that have been nagging you. Even if you ruin the sweater of your current state, it could turn into something much more amazing.

Melina Young

My name is Melina Young and I am the director of marketing at Verity Credit Union. I love everything to do with marketing, advertising, public relations and social media – especially all the research that goes into making a product or service really work for our members and making sure the right people hear about it. In addition to my time spent marketing, I have a blog and write about celiac disease, which I was diagnosed with in 2010. Basically, I can’t eat any of those foods we all love that are made with wheat, barley or rye.

I have also recently started running and completed my first 5k in 2011. Some people may not know that I used to do a lot of acting, dancing and singing in my life. I was in a Nike commercial with Gary Payton in junior high (if anyone ever finds the footage please send it my way!) and I used to compete as an opera singer in high school. I almost majored in musical theater in college, but I’m very glad with my decision to study marketing!

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