Independent Banker - March 2021 - 5

FLOURISH
" Our marketing eff orts ... often
center on the stories we tell,
and they resonate because they
unveil the beauty of our joint
community experience. "
Rebeca Romero Rainey
President and CEO, ICBA
he art of storytelling began
as a way to solidify cultural
history and preserve details for
future generations. Yet, to be
retained, stories have to trigger us to
remember them; they have to elicit
an emotional response. In short,
stories from the heart stick with us.
Our marketing eff orts as
community banks often center on
the stories we tell, and they resonate
because they unveil the beauty of
our joint community experience.
For example, we've given home
mortgages to the children we
watched grow up in our backyards.
We have supported retirement plans
for those we sought out for advice
when we were kicking off our careers.
We have kept our communities
thriving by off ering loans to new
entrepreneurs putting down roots in
our area. One story at a time, we've
supported generations of people.
We can't underestimate how much
that community connection matters.
We are a culture unto ourselves,
with deep roots in our communities,
and those intertwined experiences
demonstrate the strength of the
bonds between us. This connected
relationship means that when one
T
of us fl ourishes, the other does as
well. So, when we share our banking
success stories, we also spotlight
members of our communities.
Consider the small business that
stayed open during the pandemic
because we were able to secure them
a Paycheck Protection Program (PPP)
loan, or the expectant parents who
built a new nursery through a home
equity loan.
Think of the local nonprofi t that
was able to continue its fundraising
because of electronic payment
options enabled by our banks, or
the family that was able to send
emergency funds to an aging parent.
These are the histories of our journey
as a collective community, supporting
one another in times of celebration
and diffi culty.
ICBA, too, embodies this rich
history of community connection.
Founded by a group of passionate
community bankers, its members
continue to fi ght to preserve the
future of community banking. We
carry that torch as we come together
during this month's ICBA Connect
and continue our work to advance
our founding members' legacy at a
national level.
As you read this month's
Independent Banker, I hope
its marketing insights inspire
your community bank in its own
storytelling eff orts. We cannot lose
sight of the power of our stories and
the emotional connection that will
link our past to our present and our
future. As a close-knit community,
we must continue to share our stories
for generations to come. 
Connect with Rebeca @romerorainey
What you need to know
ICBA off ers a " Tell Your Story " Toolkit to empower you to
share your community bank's impact. To find the toolkit,
visit icba.org/marketingtoolkit
independentbanker.org Q 5
http://www.icba.org/marketingtoolkit http://www.independentbanker.org
Independent Banker - March 2021

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