EmpowerFi™

Five ways to refresh your credit union’s identity

Rebrands may seem complicated and overwhelming at times, but revitalizing your brand can successfully transform your marketing strategy and grow your position in the market. It’s not just about changing your brand colors, tagline or logo – your brand identity is a reflection of your organization’s values and culture.

Rebrands may seem complicated and overwhelming at times, but revitalizing your brand can successfully transform your marketing strategy and grow your position in the market. It’s not just about changing your brand colors, tagline or logo – your brand identity is a reflection of your organization’s values and culture.

 

As experts in data-driven branding and strategy-infused marketing, EmpowerFi™ helps credit unions create vibrant brands. Here are our five tips for rebranding your credit union and refreshing your identity.

 

1. Look at the bigger picture

Before making any plans to change, you first need to identify what elements of your organization’s brand identity are working for you, and what aren’t.

Take a step back and look at the bigger picture. Examine how your membership community engages with your brand, and evaluate your brand’s position. Analyze your credit union’s key drivers – its mission and vision as well as your internal brand culture.

This research is key to developing a newly refreshed brand strategy that sets up the foundations for a successful rebrand. Surveys are a perfect tool to utilize in researching what your membership and community at large, think and feel about your FI.

 

2. Don’t lose sight of what makes you, you

With an informed brand strategy in place, the next step is to define the organization’s vision and values in order to develop an updated brand identity.

At this stage, it’s important to keep your members at the center of these branding decisions. Maintaining your brand’s connection with your members is essential, so don’t lose sight of what your members admire and relate to in your current brand.

An effective rebrand makes positive changes and with the right strategy in place, your brand can be as relevant and accessible to your members than ever before.

 

3. Take out the guesswork

Credit unions have access to extensive data on their target audience which can be an extremely powerful guide in a rebrand.

At each step of the rebranding process, review your research and data to identify the most effective ways to represent your organizational values and build on the connections you have fostered with your members. Utilize personas to segment your members and by drawing a deeper understanding of your market, you can analyze your current brand perception and reflect on your brand engagement.

Above all, avoid making changes simply for the sake of making changes – ensure that every change made to your brand is informed and backed by data.

 

4. Inspire excitement in your evolution

When it comes to refreshing your visual brand touchpoints, including your brand colors and logo, carefully consider what needs to change to reflect your new values and strategy.

Identify the elements of your brand that are the most recognizable, and reflect on what aspects are worth retaining to improve on your brand while staying familiar. The key is to inspire excitement in your evolving brand, rather than alienate members with too much change.

Pro tip: Brand equity is absolutely crucial in the identification of what to keep and what to change when overhauling your brand!

 

5. Recognize your most influential brand ambassadors

Your internal brand culture has a powerful impact on the success of a rebrand.

Provide the relevant tools and training to ensure consistency across the organization. Clear communication on the changes to the brand, the aims and long-term plans are key to your team’s brand education.

The individuals in your organization are the people that bring your brand to life, both internally and externally. As the cheerleaders for your brand, they need to fully understand the strategy and values behind it so that they can genuinely represent your ethos.

 

Amplify your brand with EmpowerFi™

Brand ReFi helps credit unions and financial institutions with everything branding related – from core values and value proposition, to cultural positioning and brand story.

Schedule a consultation.

Blog Category

Branding

Service Type

EmpowerFi specializes in creating new brand identities, and revitalizing sluggish branding

Written by:

KELLY HELLICKSON

PRESIDENT | CXO

Fun Fact

Hilary currently lives in a Philadelphia suburb with her two children who are 13 and 18. They all enjoy traveling the world and most recently traveled to Bermuda, Bahamas, Malibu, San Diego, Key West and Iceland.