Credit Union Branding

help them amplify their voices so they can do more good in the world.

Stop grandpa marketing

In order to keep the new member pipeline flowing, credit unions have to start doing a better job of targeting people 16-21 and even younger. This is when financial habits are established that will last a lifetime, and turn them into your core members in the future. Of course, that’s easier said than done. How…

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You have to reach their HEARTS AND MINDS to share their lives.

Give young members a CU to believe in

Younger credit union members are on everyone’s mind; they’re essential for every credit union’s long-term survival, yet the average age of CU members creeps up every year. But how do you bring in these mysterious millennials, and their even more mysterious younger siblings? A snarky blog and a shiny online banking app are only part…

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Your brand may be better defined by what you aren't

Negative space isn’t just for logos.

Artists have used negative space in compositions for eons, and graphic designers have made good use of the technique in logo design. But negative space isn’t just for logos; it may be an even better way to define your brand. Okay, you might not have followed that if you aren’t a graphic designer, so let…

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It's okay to be human. Most people are.

Your brand reputation should make your Mom proud.

The life lessons your Mom imparted hold as true for brand reputation as they do for you, which means you need to share her wisdom with everyone. Wait a minute, what’s my Mom got to do with our brand? Your Mom wanted you to grow up to be happy and healthy, with plenty of friends…

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Unless you give them a reason to join, they won't.

Your vague and squishy brand is hurting membership

A vague and squishy brand makes it almost impossible for a credit union to bring in new members. Without a solid reason to notice or care, no one other than your most involved members will know who you are, or what makes you different. Yes, it probably doesn’t help that the generic tagline next to your credit union logo would probably…

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Unintended consequences can be damaging

When Marketers don’t pay enough attention, unintended consequences can be especially damaging. If you don’t believe me, look at the public relations fiasco United Airlines has been experiencing lately. Those standardized terms probably looked reasonable to those in charge of herding passengers at United, especially since all the major airlines use similar wording in the fine print that accompany ticket sales.…

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It's too easy to believe that everyone knows who you are.

Most of the world has no idea who you are.

Credit unions, I hate to be the one to break this to you, but most of the world has no idea who you are. That may be a surprise to you since you live in the CUniverse. When immersed in the credit union culture, when you deal with the same coworkers and members most of the time, it’s too easy to…

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Stop choosing to be a commodity.

Choose to be worth it.

They say that in the race to the bottom only one person wins, but I’m not convinced that anyone actually does. We still see credit unions claiming they “do everything a bank does, only cheaper.” Okay, they don’t normally say “cheaper” in their marketing, but they do usually brag about their lower loan / higher savings rates. They also…

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Design is now everyone's job.

If Big Blue can pivot, so can you.

When asked to think of an agile, design-focused business, Apple or maybe Tesla probably come to mind. IBM probably won’t – but maybe they should. Having invented everything from mag stripe cards and the ATM, to floppy disks and disk drives, UPC barcodes and SQL programming, IBM has been the prototype Big American Corporation almost since it…

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Rebranding: partial polish or total transformation?

Once the Board is on board with rebranding, the question soon becomes “how far should we take it?” For some, a rebranding should be more about refinement than reinvention, a partial polish over a total transformation. Others would prefer the more extreme approach, looking for a new name and a new beginning in order to create something fresh and amazing. How do you…

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