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If you'd like more information on branding your credit union, check out our Branding Ebook.

Do you have problems attracting younger members?

(average age of members 45+ and rising)

Great

We're getting younger.

OK

We're trying.

Meh

We lose them at college.

No So Good

Getting grayer instead.

Awful

We're ancient.

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Is community perception an obstacle?

(tough lender, can't join, old-fashioned, don't know who we are)

Great

No problems.

OK

OK, but could be better.

Meh

Mixed awareness.

No So Good

It's a struggle.

Awful

More like a roadblock.

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Is your name or acronym a problem?

(tied to old SEG, cumbersome, confusing, not unique, generic)

Great

Not at all.

OK

We can deal with it.

Meh

Doesn't help.

No So Good

Kind of a liability.

Awful

It's a negative.

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Do you have a diversity disconnect?

(Board, management don't reflect demographics and life experiences of community)

Great

No problem.

OK

They mean well.

Meh

Iffy.

No So Good

A bit oblivious.

Awful

Completely unplugged.

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Are brand expectations realistic?

(unrealistic strategic goals, want different results but no change)

Great

Real as it gets.

OK

OK, but could be better.

Meh

Meh.

No So Good

Not good, but could be worse.

Awful

Awful!

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Is resistance to change a problem?

(staff, management, Board unusually "set in their ways")

Great

Everyone's on board.

OK

Could be better.

Meh

Sometimes.

No So Good

Too often.

Awful

Often an issue.

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Do you have a current or looming challenge or change ahead?

(merger, SEG, competition, demographic, economic)

Great

Nothing ahead.

OK

It could happen.

Meh

There might be.

No So Good

I've heard rumors.

Awful

In the middle of it.

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Is your long-term strategic planning a problem?

(nonexistent, ignored, unrealistic, unambitious)

Great

We have a plan.

OK

We have most of a plan.

Meh

Sometimes there are problems.

No So Good

We have to regroup a lot.

Awful

What planning?

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Are all elements of your brand truly unique -
the only one like it in the world?

(generic, could work for a local plumber)

Great

One and only.

OK

Somewhat unique.

Meh

We blend in.

No So Good

Kind of generic.

Awful

Nothing unique.

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Are your brand visuals hard to work with?

(outdated, clichéd, hard to reproduce in all media, inconsistent)

Great

Work great.

OK

Occasionally.

Meh

Can be a problem.

No So Good

I guess they could be worse.

Awful

Pretty much a disaster.

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Are your brand standards practical and working well?

(or nonexistent, inflexible, irrelevant, ignored)

Great

Practical and useful.

OK

Needs a few tweaks.

Meh

A bit of a pain.

No So Good

Awkward at best.

Awful

What brand standards?

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Is brand follow-through an issue?

(inconsistent products, policy, or behavior; actions don't reflect stated brand goals or promises)

Great

We're on it.

OK

We do OK at it.

Meh

We're inconsistent.

No So Good

We're not very good at it.

Awful

We're kind of bad at it.

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Final Score

Lower scores are better, and the max you can get is 240.
Below 80 points means your brand is in pretty good shape.
Between 80-120 your brand has room for improvement.
120+ means you likely need to make changes.
And if your brand scored over 180, then we probably need to talk ASAP.

Brand Score out of 240 Points

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