A federal credit union approached us to help choose a new name and develop a branding strategy for their community-focused financial institution. The client found that their current name didn’t accurately define the credit union’s breadth of services and mission beyond its geographic location. As a certified Community Development Financial Institution, they wanted a title and brand identity that would account for the ethics and history of their organization while emphasizing financial empowerment and social change.
Despite the deep, communal history of the institution, we discovered that there was very low brand and name recognition among its members. The new branding would need to build on the credit union’s track record of financial empowerment and mission-based services while making a stronger impression.
Based on our research findings from surveys and interviews, we realized that financial empowerment was the key to this credit union’s success; calling attention to the continued creation of relevant, smart tools to help its clients become financially informed, stable and empowered would be the most effective way to create brand recognition. A strong roll out plan would also be a key factor in solidifying the new name and brand.