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How Bold is Your Business?

There are lots of moments afoot: Occupy Wall Street, Small Business Saturday, national Bank Transfer Day, Move Your Money and Bank Local First

ducks-flying

Perseverance and forward thinking are often the only thing that will differentiate you from your marketing competition. Occasionally the marketplace presents you with opportunities that you couldn’t pay to have created. The key is, however, that you need to be watching the landscape, you have to be ready to act, and you have to be bold.

bank transfer day, medford oregon, medford or, rogue valley oregon, bank transfer day medford, bank local first medford oregon, Small Business Saturday, Bank Transfer Day, bank local first, move your money, occupy wall street, small business saturdayJust such a moment is coming together right now in the financial industry. On the one hand, courtesy of the impending changes to interchange fees, the Big Banks have announced a monthly charge for a debit card. On the other hand, we’ve seen Occupy Wall Street catch imaginations and re-ignite calls for accountability and responsibility.

If that wasn’t enough, we’re also seeing a big movement toward doing business locally. It really started last year with Small Business Saturday, November 27, but has really picked up steam recently with calls for a national Bank Transfer Day on November 5, 2011, and tandem movements to Move Your Money and “Bank Local First.”

So, what are astute marketers to do with this culmination of events? First off, assuming you represent a local business, not a national firm, put a proud stake in the ground about your local status. Remind your staff, customers, and your community, that you are local.

Second, are you being proactive about making your community a better place? Do you stand for something? Is there any small piece of the accountability and local ideology you can embrace and plant a flag in the hill for? If there is — THIS IS YOUR MOMENT! Shout it from the hilltops, take a position, be bold — your brand will be glad you did. And that goes double for you local financial institutions out there!

bank transfer day, medford oregon, medford or, rogue valley oregon, bank transfer day medford, bank local first medford oregon, Small Business Saturday, Bank Transfer Day, bank local first, move your money, occupy wall streetA beautiful example of a local Rogue Valley business “seizing the moment'” is PremierWest Bank. Over the weekend, they ran this ad in the local newspaper. It’s stunning in it’s simplicity. It’s bold, and it definitely makes a statement. Having spent more than my share of time in boardrooms discussing whether we had the fortitude to make such a bold stand, I applaud PremierWest for so clearly standing up for what they believe. As a locally owned bank, they should reap the rewards for being clear about their ideology and being willing to take a stand.

Consumers are hungry for honesty and plain talking. They are tired of legal jargon and disclosures that last longer than the radio ads. They want businesses to do what’s right and to be accountable for their decisions. This is a unique and special time for marketers — this is your opportunity shape the kind of business you want to become.

Basil King reminds us: “Be bold, and might forces will come to your aid.” Are you ready to be bold? Are you ready to stand up for what you believe? Good — then get out there and do it!


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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  1. Awesome post, Tisha. Both motivational and inspirational. I am not in financial services but I love the bold and upbeat tone of this post. From today on, you are one of my marketing heroes (or is it “heroin”!), and I’m your #1 fan 🙂

    • Thanks Amandou! You don’t have to be in financial services to take a lesson from what’s going on there. What really matters is that you stretch the envelope and stand for something.

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