Branding – Part 2: Taking action

In last week’s post, we discussed branding from an overarching and conceptual standpoint. It can be an ethereal topic, but eventually something has to take shape and lead us to specifics like planning and execution. If your credit union has made the decision to take control and project an identity, or if you think it’s time for an image update, here are a few considerations to take into account.

Putting together the pieces

• Define yourself – Before deciding on color, font, messaging or logo, it’s essential to define your credit union’s brand. Take inventory of the components that are already in place. What is your stated mission? What are the consumer benefits of working with you? Who do you want to attract to your member base? How can you differentiate from your competition? These are all great questions to take in to account when evaluating your identity. Be confident in who you are, and don’t be afraid to project it to current or potential members.
• Develop your look – Logo work, colors, typeface, style – it can be a lot to handle. If you’re going to employ outside help on anything, this should be it. Professional graphic designers spend years honing and developing the nuanced points of typography and color theory. A good designer will be able to take your credit union’s stated mission, goals and targets, and create a visually appealing palette that is appropriate, unique, versatile and memorable.
• Create consistency – The point of branding is to develop a memorable identity. If the look and feel of your collateral changes piece to piece, it could confuse the intended audience and water down your messaging. Items don’t have to be identical, but there should be some continuity among brochures, business cards, letterheads, signage, packaging, forms and the like. This goes beyond the obvious visual aspects, there should be a conceptual continuity as well regarding voice and personality.
• Build awareness – All the branding in the world won’t make a difference if it doesn't reach your audience. Creativity and a good marketing team go a long way in terms of execution. Know your target, stay visible and measure ROI to keep track of what works.
• Follow through – Your credit union’s brand identity is its first impression, but with the right moves, it will be the first of many. Once you've attracted new members and expanded your membership, follow through and keep your promises. The altruistic nature of the credit union industry makes this step especially important, but perhaps the most easily executed. Your members love you for a reason. Once you get them in the door, keeping them coming back should be the easy part.

This may seem like a tall order, but keep in mind that with the onset of any new system, the initial investment (whether time or money) is often the biggest obstacle. Once you've established a structure and have a set of guidelines in place, the routine becomes much more simplistic. Just remember to trust your intuition, engage your audience and be consistent.

As always, CU Solutions Groups is here to help if you need assistance with anything graphic, identity or marketing related. Contact us today to discuss brand development and connecting with current and potential members.