Why credit unions need to dial up their brands

Follow this four-step process to promote the positive and noteworthy differences your CU makes in the lives of its members.

Many credit unions are marketing meaningless, stale brands.

Simply look at some of the brand messages credit unions push in their marketing today. One claims to be the “friendly place,” while another boasts the length of time it’s been serving the community, and then there’s the one telling everyone the credit union “stands prepared” to be the member’s “business partner” because it now offers business loans. (Yawn.) True? Yes. Noteworthy or unique? No.

Promoting such weak brands is a waste of marketing dollars and actually does the brand more harm than good, because it tells current and potential members that the credit union has nothing special to offer beyond the standard products and services that can be found at just about any financial institution.

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