Credit Union Branding
Sticks, stones and names can hurt you
I don’t know about you, but before I purchase something, I always check to see what other people think about them. Most, if not all, online sites let users post reviews, so I can read what other people think before I invest my time and money. And if you’re like me, you trust these online…
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Are you selling COLOR TV?
As any motorcyclist knows, the best roads and scenery are far away from population centers. In fact, I’ve become a connoisseur of the inexpensive, “independent” lodgings you’ll find hours from the nearest Holiday Inn. There’s a certain quirky charm in the nonstandard, family-owned places, and I always seem to sleep better when my bike is…
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Copyright confusion & trademark tribulations
I thought it might be good to clear up some confusion over the differences between copyrights and trademarks when it comes to marketing. Basically, a copyright covers the expression of an original idea (but not the idea itself), and a trademark is a distinctive sign of identification. The first is automatic upon creation, the second…
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Give members a direct line
What if there were an all-purpose hotline you could call, for just about any reason, any time? Everyone knows to call 911 in an emergency, but what if it’s not so life-and-death, or you’re just wondering where to park on Thursday? In New York City, you can dial 311 any time day or night to…
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Dirty words
Over the past several years, more and more credit unions have eliminated certain “dirty words” from their marketing and identity. Words like “member”, “join” and even “credit union” are now taboo in a lot of places, and online account access is almost always called “home banking.” And when was the last time you heard “share…
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What are you known for?
Successful companies are known for something, usually their best-selling product. That something becomes representative of their brand identity. Once they are recognized for that product, they are able to then build on that base and expand their offerings, introducing just enough new variations each year to keep their market connected. McDonald’s has a variety of food items,…
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Culture eats marketing for breakfast
In most companies, brand image is controlled by management, which sets the tone for the corporate culture with a focus on either profits or customers. Amazon.com Founder/CEO Jeff Bezos made news one year for working at one of their fulfillment centers in Kentucky, and has made it a requirement for every employee to spend two days…
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Is service really a differentiator?
“Great Service” is often touted by credit unions as a differentiator, but is it really a selling point that makes a difference? Mainly, there’s a problem of credibility. Service claims have simply been worn out from misuse and over-use. And, in most people’s experience, service promises are worthless when put to the test. In fact,…
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The Care and Feeding of New Members
The first few months are the perfect time to solidify your CU’s relationship with new members. Of course, it’s important to increase their number of account relationships and all that, but what can marketers do to really get new members excited about the credit union, and maybe even turn them into credit union evangelists? After…
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Understanding Branding
For a long time, Branding was considered to be just the logo and/or the name. Need a new brand? Slap a new logo/name on it and somehow it becomes a totally different, “new and improved” whatever. But that’s a pretty narrow view of branding. Depending on who you talk to, branding can be almost anything.…
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