These employees of $52 million Texoma Educators Federal Credit Union, Sherman, Texas, look great, professional, ready to serve.
But do they look the credit union's brand? Maybe they didn't when this photo was taken, but they often do now.
When the CU updated its brand and logo earlier this year, Marketing Director Emily Limbacher knew coordinating staff attire with the effort was important. So the CU invested in two Lands' End logo shirts for each of 26 employees.
Plus, Limbacher entered a contest held by Land's End for a $200 allowance per employee for CU logo merchandise, specially selected by a Lands' End wardrobe designer. (Here's how Limbacher told Lands' End Business Outfitters just why Texoma Educators FCU should win.)
And win the CU did. The catalog spread Lands' End created to feature Texoma Educators FCU shows how now staff not only looks ready to serve members, they also look the brand.
While the apparel has just been ordered, Limbacher says everyone at the CU is looking forward to having more clothes that blend with the new CU's look. To encourage the wearing of the clothing featuring the new logo, staff are allowed to wear jeans on days they wear logo attire. Limbacher says staff will be offered the opportunity to purchase more branded gear every three or four months.
The branding effort, done in conjunction with the CU's 50th anniversary, also included a new Web site, interior design for the CU's four locations, signage and brochures. Limbacher hopes the new brand will help the CU appeal to new SEG groups, such as the Choctaw Nation, without leaving behind the school district employees that form the CU's original membership.
Nice work, Texoma Educators FCU marketing team! I like both the idea of including attire in branding; and how the contest win serves as a creative way to expand the branding budget.
