If you look, sound & act like another institution, you’re exactly that…just another financial institution. 
You can pick up a handful of different books or read through a multitude of articles and find a different definition of what a brand is in each. It seems today the concept of branding has become blurred and varies upon the situation.

What is a Brand?
Essentially, a brand is a combination of characteristics communicated through a name (or logo) that influences an individual’s perception of your institution and creates value. Simply put, a brand is your credit union’s reputation and much like a reputation, you cannot 100% control it. However, you can influence your brand.

What is not a Brand?
A brand is not matching brochures or characteristics of advertisements that match your credit union’s identity. These attributes are used to create consistency and help individuals easily identify your credit union and ultimately trigger their perception of your institution (your brand). While not a brand, these attributes are very important.

Influencing Your Brand:
Whether you want to influence your members’ perception of your credit union or completely rebrand yourself, Marketing Portals can help. Our branding process begins by analyzing various characteristics of your brand such as differentiation, relevance, esteem and knowledge. Moving into your vision, the various touch points you interact with members and your institution’s core values you will learn how to change the way members perceive your credit union.

Branding is a process that does not happen overnight. It completely engulfs your entire credit union and requires constant monitoring and consistency.

Are you ready to influence how members’ perceive your credit union and increase the value associated with your institution? Let Marketing Portals work with you to enhance or completely rebrand your credit union by calling 813.412.3399 or click here.