News

As the newest member of the First Federal Bank Board of Directors, it has been powerful to see the thought and commitment the bank has put forward in honoring its heritage while refreshing its brand for who the bank and its members are today. It’s what drew me to First Federal in the first place - the bank’s member-first focus, deep care for community, and an Idaho spirit of problem-solving and innovation.

What is a Brand?

“Your brand is what other people say about you when you’re not in the room.”

Sit with that for a moment. Consider what your personal brand is with this simple definition thanks to Jeff Bezos. Or, consider the thoughts you have and how you feel about the various organizations and companies you interact with on a regular basis.

You know in your gut when the advertising, marketing and communications a company puts forward doesn’t quite feel right. When it feels at odds with how you think of them. However, when it aligns with your thoughts and feelings – you also know.

That is the essence of an authentic and powerful brand. When all the elements that constitute a brand platform – values, promise, voice, identity, positioning – all work together. When perception and reality align. A brand platform helps an organization clarify what it stands for and the unique value it has to offer its partners and those it serves. A platform helps you share your brand’s identity, values, and messages with the intent of increasing awareness, engagement, and consideration with key audiences. 

Building a successful brand isn’t done in a day, week or even a month. It’s a concerted, collaborative effort that requires self-evaluation and a deep understanding of your industry, markets and customers. Also, consider a brand a living component of a company. In many ways, its reputation … how someone talks about you when you aren’t there. Your reputation depends on a variety of factors and continues to evolve based on the relationships you build, the actions you take and the values you live by. Similarly, a successful, authentic brand is intentional and evolves as its community grows and changes.

It’s a privilege to be a small part of an Idaho brand (First Fed) that strives every day to not only meet but surpass these expectations; to go beyond mere transactions and aspires to enhance the wellbeing of our members across the Magic and Treasure Valleys. 

What’s in a Name – Red Sky

Whether you are a sailor or not, you likely have heard the adage: Red sky at night, sailor’s delight. Red sky in morning, sailor’s warning. This inspired our company’s name, Red Sky, because it speaks to our foundational belief that there is a dual nature at the heart of communication. You need a strategic approach to communication in times of calm and crisis to position, promote and protect your brand.

The Jess Flynn File

As CEO of the public relations and marketing agency Red Sky, Jess provides strategy across a diverse client portfolio and leads the agency’s reputation management and executive training programs. With 25 years of journalism and PR expertise, she is a trusted advisor to private- and public-sector Idaho leaders who turn to her to handle high-stakes issue communication and crisis response.

Jess is an Emmy award-winning journalist, recognized as an Idaho Business Review CEO of Influence, and has served as a federal appointee to the National Women’s Business Council, leading the Rural Subcommittee. She is currently a Director of First Federal Bank, Honorary Commander of the Idaho Air National Guard, and executive board member of the Women’s and Children’s Alliance.

Learn more about Red Sky by visiting redskypr.com