How one credit union’s rebrand lead to growth

Does branding really work? What’s the return on investment (ROI) of branding? Can you quantify branding?

Those are common questions many CEOs, CFOs and boards rightfully ask their marketers. Sometimes there is a myth that you can’t measure branding. However, the reality is branding leads to growth.

It certainly did for Blue Eagle Credit Union (Roanoke, VA). In 2012, the credit union was known as Roanoke Postal Credit Union. For multiple strategic reasons, the credit union chose to become a community charter, change its name and rebrand itself. The new name and brand launched in January 2013.

So over a year later, what are the results?

“We’ve seen a lot of positive growth,” says Laurissa Grubb, vice president of marketing for Blue Eagle Credit Union. “And much of that growth has come from the new brand’s word of mouth.”

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