What makes a great credit union brand?

A class of goods identified by name as the product of a single firm or manufacturer or a characteristic or distinctive kind. That’s the tired definition of brand from Merriam-Webster.

That’s fine, and any credit union leader reading this will be glad to know your credit union brand is most likely fulfilling at least that definition of brand.

Here’s what makes a great brand: It should live as a character in the minds of customers, like the fictional characters that make great novels, television shows and movies, well, great.

If you feel connected to a brand, it’s because that brand represents something you believe in.


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