Good branding helps make your CU's first impression the first of many.
By Daniel Curren
Sponsored by CU Solutions Group
Your credit union’s brand identity is your credit union’s first impression; it is your personality. It sets the tone for the relationships you build with your members and determines the likelihood of establishing relationships with potential members. You might offer the best rates, lowest fees and excellent customer service, but that doesn’t matter if you can’t bring new faces through the door. Deciding to re-brand is not a decision to be taken lightly. It demands a great deal of introspection, creativity and commitment--but if your credit union is ready to project its identity, or if it’s time for an image update, here are a few considerations:
- Define yourself – What is your stated mission? Who do you want to attract? How are you different from your competition? Be honest and confident in who you are, and don’t be afraid to own it.
- Develop your look – Professional graphic designers spend years honing and developing the nuanced elements of typography and color theory. Good designers can take your defined mission, goals and targets, and create a palette that is appropriate, unique, versatile and memorable.
- Create consistency – The goal of branding is to develop a memorable identity. If the look and feel of your collateral changes from piece to piece, it will confuse your audience and water down your messaging. There should be continuity among brochures, flyers, letterheads, signage and the like.
- Stay visible – All the branding in the world won’t make a difference if it doesn’t reach your audience. Creativity and a good marketing team go a long way in terms of execution. Know your target, stay visible and measure ROI to keep track of what works.
Your credit union’s brand identity is its first impression, but with the right moves, it will be the first of many. Once you’ve attracted new members and expanded your membership, follow through and keep your promises. The philanthropic nature of credit unions makes this especially important, but perhaps the most easily executed. Your members love you for a reason--once you get them in the door, keeping them coming back should be the easy part.
Daniel Curren is content marketing coordinator for CU Solutions Group. Reach him at 800.262.6285. Experts in branding and marketing will lead CUES School of Strategic Marketing I and II next July in Seattle.
