I was running my weekend errands with my 3-year-old in tow. As we approached one of our usual haunts, my child pointed to the red bullseye on the side of the building and confidently looked up at me at said, "Mommy, that says Target."
I was shocked. Can my child read? Had I been so busy with work that I didn't notice I was raising a genius? As it turns out, she can also read Costco, Home Depot, Maggie Moo's Ice Cream, Blockbuster, Chipotle, Chick Fil A, McDonalds, and Short Pump Town Center. Am I raising the next Doogie Houser, MD?
I pointed to the logo on my shirt and said, "Julia, what does this say?" She returned a blank stare as if I'd asked her to recite the preamble to the Constitution or cite elements of the periodic table. My preschooler has memorized the symbols of dozens of logos, yet she doesn't know the place that her mother works. My credit union's logo-something, I might add, she's seen and visited many more times than Home Depot-didn't raise an eyebrow. How could this be? She's visited our branches numerous times, colored on our letterhead and envelopes while I've worked, and even sat in my lap as I've viewed our website and paid bills. She should know the symbol of Call FCU.
Now, I'm not suggesting that our brand should resonate as clearly as Target, but my point here is that somewhere in her little mind, we've missed the boat. We simply aren't relevant to her. We haven't created an experience that has earned real estate in her brain. It's sad to say, but when I ask my daughter where she'd like to go these days, she says, "Short Pump Town Center," our local mall, not the park, a friend's house or even outside. To her "the mall" is a place where she can play with friends in a toddler-friendly playground, eat her favorite foods, and build a teddy bear. It has created a resonating experience which translates to a brand that she remembers, and one that I frequent to keep her happy.
And as for my credit union? Apparently, we have some work to do if we want to earn her business.
Kelley Parks is with Call FCU in Richmond, Va., and can be reached at kparks
