Five minute credit union brand quiz
Are you at the point where brand perceptions are working against you and costing you members? Or does your brand just need a light visual massage, a tune-up, and a set of standards you can actually use?
Rate your credit union's brand on these twelve questions to find out!
Do you have problems attracting younger members?
(average age of members 45+ and rising)
We're getting younger.
We lose them at college.
Getting grayer instead.
Is community perception an obstacle?
(tough lender, can't join, old-fashioned, don't know who we are)
OK, but could be better.
It's a struggle.
More like a roadblock.
Is your name or acronym a problem?
(tied to old SEG, cumbersome, confusing, not unique, generic)
Not at all.
We can deal with it.
Kind of a liability.
It's a negative.
Do you have a diversity disconnect?
(Board, management don't reflect demographics and life experiences of community)
They mean well.
A bit oblivious.
Are brand expectations realistic?
(unrealistic strategic goals, want different results but no change)
Real as it gets.
OK, but could be better.
Not good, but could be worse.
Is resistance to change a problem?
(staff, management, Board unusually "set in their ways")
Everyone's on board.
Could be better.
Often an issue.
Do you have a current or looming challenge or change ahead?
(merger, SEG, competition, demographic, economic)
It could happen.
There might be.
I've heard rumors.
In the middle of it.
Is your long-term strategic planning a problem?
(nonexistent, ignored, unrealistic, unambitious)
We have a plan.
We have most of a plan.
Sometimes there are problems.
We have to regroup a lot.
Are all elements of your brand truly unique -
the only one like it in the world?
(generic, could work for a local plumber)
One and only.
We blend in.
Kind of generic.
Are your brand visuals hard to work with?
(outdated, clichéd, hard to reproduce in all media, inconsistent)
Can be a problem.
I guess they could be worse.
Pretty much a disaster.
Are your brand standards practical and working well?
(or nonexistent, inflexible, irrelevant, ignored)
Practical and useful.
Needs a few tweaks.
A bit of a pain.
Awkward at best.
What brand standards?
Is brand follow-through an issue?
(inconsistent products, policy, or behavior; actions don't reflect stated brand goals or promises)
We're on it.
We do OK at it.
We're not very good at it.
We're kind of bad at it.
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