Creating a brand for your credit union is much more than just a logo design. Branding is an opportunity for your financial institution to create a cohesive identity that factors into how you engage with members and highlights the benefits of your business that set you above the rest.
For some additional inspiration on identity and storyline, check out our blog, Financial Fables.
For credit unions, the field of membership will provide a firm foundation for building a successful branding strategy. To begin with identifying who your credit union needs to communicate with, read our blog on creating personas for your target market. This will assist in developing your audience and how to form a brand that they identify with.
With your personas in place, you can be forming the building blocks of your credit union identity. This involves:
Identifying your strengths and beliefs: your FOM will provide you with a piece of particular knowledge and shared identity with your community, which can be used as a strength and belief. Read more about how to create services for your FOM with our blog on Member Marketing.
Promote customer service and knowledge: show your expertise of the economy and how that brings strong knowledge to potential members and borrowers.
Highlight your strongest lending service: provide solutions and examples of how your services were helpful to friends, family, and local neighbors.
Craft and share an innovative future for your credit union and its members. This creates strong support and a feeling of action with consumers and members who desire to be part of an innovating institution.
Some basic steps to follow and check off your branding to-do list include:
Logo, color schemes, fonts, and pictures: All these things are important to consider in terms of psychology and first impression. Consider your FOM, and what draws their eye – simplistic designs? Or more art-central and colorful?
Brand message – Clear, simple, and direct representation of your skill sets, benefits, and general goal as an institution. This more inclusive mission statement can be a base of what your team and business aim to achieve.
Integrate your team mentality – Bring in your team and observe how they work, as well as noting their core values. What does your team intend to accomplish? What and why are they doing it?
Voice of your company – How you speak online and off is very important to establish. Pick out some verbiage that really encapsulates the brand and your message.
Tagline and mission statement – Your tagline is an even more concise and condensed version of your brand message and mission statement. No longer than one or two sentences and printed and repeated everywhere. Use some trial and error, or focus groups with teams and members.
Make templates for consistency – make templates and examples of posts, voicemails, member interactions; most of what your new brand will be a pivotal part of. Share this with your team as a way to keep consistency, and deliver on your mission promise to your members.
Oak Tree can help you with your branding efforts every step of the way! Our team of talented marketing specialists are ready to form your credit union’s mission into an inviting new adventure for current and potential members. Read more about techniques to engage current and potential members here.
Visit our website to learn more about marketing services from Oak Tree Business Systems, Inc.