What’s Your Credit Union’s Brand?

For most consumers, a company’s brand is just a logo and a slogan. For those of us in the marketing industry, we realize a brand is much more than that. A brand isn’t only a logo, colors and carefully selected tag line – it’s a promise. And as a credit union, your promise extends to not only your members, but also to the communities you serve.

How long has it been since your credit union took a step back and looked at what its brand is promising? Is it living up to that promise? Does it even have one? And if you know what it is, are you effectively communicating it to your members or community? Your credit union’s brand should shape the decisions it makes – from expanding its field of membership to deciding what new products or services to add. 

What’s in a Brand?

Credit union brands have ranged from seeking to be a financial partner to its membership to (unfortunately) trying to not sound like a credit union at all. Many credit unions have their fingers in several branding pies. This can be effective if done strategically. If it’s not, then your brand can be viewed as being uncertain or muddled. The stronger your credit union’s brand, the stronger its potential to build a loyal membership. People need an idea or value to hang their hats on. Otherwise, you’re just another financial institution, indiscernible from the rest.

Once your credit union has nailed down its brand/promise to its membership, make sure your entire staff – from your CEO to your part-time tellers – know what it is, what it means and why it was chosen. It will soon become an integral part of your credit union’s culture that influences everything your staff does. Only then will your credit union be living up to the promise it makes.