The financial services industry isn't exactly known for its electrifying brand personalities. You’ve all seen them – the stock photo families holding hands in front of a house, the generic "we care about your financial future" slogans. But in today's hyper-competitive landscape, bland platitudes and industry jargon just don't cut it.
Your credit union needs brand development that resonates with your target audience, a brand that goes beyond the buzzwords and truly means something.
The problem? Buzzwords like "disruptive," "synergy" and "thought leader" get thrown around so often they lose all meaning. They become empty promises, leaving potential members wondering what your credit union actually stands for. So, how do you cut through the noise and create a credit union brand that connects?
Here's how to breathe life into those overused terms:
1. Disruption: From Gimmicks to Genuine Innovation
"Disruption" has become the catchphrase of the marketing world. But what does it actually mean for a credit union? It's not about flashy gimmicks or temporary trends. Real disruption in the credit union space comes from innovating to better serve your members' needs. Here's how to go beyond the buzzword:
- Focus on pain points: Identify the financial hurdles your members face most often. This could be anything from high fees to a lack of mobile banking options.
- Develop solutions, not slogans: Don't just talk about disrupting the industry…disrupt it! Create innovative products and services that solve pain points for your members.
- Communicate your impact: Clearly communicate how your innovations are making a real difference in members' lives. Showcase success stories and measure the tangible benefits.
Example: Alliant Credit Union - a large, national credit union - is at the forefront of innovation in the financial services industry. They offer a wide range of digital-first products and services, such as AI-powered financial planning tools. These innovations help Alliant attract a younger, more tech-savvy membership base and set them apart from traditional credit unions.
2. Synergy: From Collaboration to Cohesive Brand Experience
"Synergy" sounds good – teamwork, collaboration, a unified force. But in practice, it often leads to disjointed messaging and a confused brand experience. True brand synergy is about creating a consistent message that resonates across all touchpoints, from your website to your social media presence. Here's how to go beyond the buzzword:
- Develop a clear brand strategy: Define your core values, target audience and unique selling proposition. This creates a roadmap for every aspect of your brand communication.
- Maintain a consistent voice: Whether it's your website content, social media posts or branch signage, ensure your messaging uses the same tone and language.
- Invest in a strong brand identity: This includes a cohesive visual design (logo, color palette, etc.) that reinforces your brand message across all channels.
Example: Tarrant County’s Credit Union underwent a credit union branding project with On The Mark Strategies that helped define the institution’s strategy and refreshed its visual appearance. Now, we help them maintain that strategy, voice and visual style across its marketing to welcome all members of its county.
3. Thought Leadership: From Self-Promotion to Valuable Insights
"Thought leadership" is a noble goal. But how do you go beyond simply talking about yourself and actually provide valuable insights for your members? True thought leadership builds trust and positions your credit union branding as a reliable source of financial information. Here's how to go beyond the buzzword:
- Become an expert on your members' needs: Conduct research and stay updated on the financial concerns facing your target audience.
- Offer practical advice: Instead of generic financial tips, share insights that are relevant to your members' specific situations.
- Focus on education, not sales: Don't bombard your audience with product pitches. Offer helpful resources that empower members to make informed financial decisions.
Example: Ally Financial positions itself as a thought leader in the financial industry. They publish regular blog posts and whitepapers on topics such as car buying tips, saving money on weddings, home buying and more. This content helps Ally establish themselves as an expert in their field and attract potential customers.
Credit Union Branding That Means Something
Strong credit union brand development requires more than just buzzwords. It's about connecting with your members on a deeper level, understanding their needs and offering solutions that make a real difference in their lives. By focusing on genuine innovation, consistent communication and valuable expertise, you can have credit union brand development that goes beyond the noise and truly means something.
Of course, transforming your brand is a lot of work. Get a partner that does the heavy lifting and guides you to a brand you love. Book a free consultation now.
