Reviewing branding strategies…time for a reboot?

“Your brand is what other people say about you when you’re not in the room,” –Jeff Bezos, CEO Amazon

As the end of the calendar year quickly approaches, now should be a great time to review branding strategies and initiatives for 2018. The approach for the new year may involve a total reboot, especially if branding hasn’t been reviewed and updated over the last few years. It’s important to tackle this each year, because doing so keeps the message fresh and the dialogue sincere with members. Think about your current organizational culture, the alignment with credit union goals and objectives, and how you want that message conveyed to members.

Here are several questions to ask and points to consider:

  1. Is this an update or redirection? Think about the last time this objective was addressed, and how your credit union’s goals have changed since then. What are current graphic elements communicating about your credit union’s brand experience?
  2. Have a program to launch or reissue? This is perfect to adjust branding to alert members of new or expanding programs.
  3. Reinforcement. It may be time to up social media and digital marketing activities to reinforce the message with members

Updating a Brand

Your logo is usually the first interaction a member will have with your credit union. An outdated logo stands out in a negative way. Members might think that you’re stuck in the past. Obviously, this is not what your credit union is all about. This is the time to make your logo more appealing with new design elements.

  • Support current designs aesthetics with fresh fonts and graphics.
  • Consider an updated color palette, one that reveals a modern look to compliment the message. For example, cool colors (blue, purple) conveys a calming and trusting impression.

Launching and Announcing New Programs

The perfect opportunity for branding is during the announcement of new programs and events, such as a loan sale. Credit unions are always changing with new programs announced and ways to service members. As credit unions remain the popular choice of millennials when it comes to financial institutions and services, make sure announcing new programs goes beyond those reached visiting branches. Make social media channels a bigger part of your marketing plan, if it isn’t already.

  • Marketing materials should be fresh for each product launch. Keep the message new without borrowing from previous announcements. This shows the credit union is evolving and embraces trends. Without updating graphic elements, the message can come off as stale.
  • Celebrate change. New services and products are something to observe. If there isn’t enough hoopla going on at your credit union, it’s time to bring out the party hats. Excitement is contagious.

Brand Reinforcement

This is where the rubber meets the road—keeping your efforts alive throughout your promotional activities. Use new branding throughout all promotional activities. Consistent use of new materials on social media, marketing and digital programs reminds members of what your credit union represents.

    • Brand Awareness is a result of brand reinforcement, enabling the customer to make a strong connection with your brand.
    • Brand Image provides members with an understanding of what your credit union is all about and how it will benefit them.

Branding helps to remind members what your credit union is all about and how you will serve them, while remaining memorable. In this competitive landscape, the lifecycle of product announcements and promotions will benefit from good branding to increase reach and foster goodwill.

Eric Budzinski

Eric Budzinski

Eric Budzinski is the AVP of Marketing for GrooveCar, Inc. He joined the company in 2015 after building a successful foundation in small business sales and marketing.   Eric can be ... Web: www.groovecarinc.com Details