What’s in a name? And why would I talk about the name when this article’s headline is about brand? Any strategic marketing agency who actually does this for a living will tell you that a credit union, despite the name (full of history and heritage, or new and often with a subtle link that pays homage to its legacy), is as much, if not more, about…yes…wait for it…the credit union’s “brand” than it’s name.
The name is significant for sure. But if you are telling me that members only go to credit unions because of the name on the building, and not because of the people inside – the great staff they have built relationships with, who have helped them in times of need (because that’s what credit unions do, right?), listened to their stories, and helped guide them sometimes more than just financially – well, you need to be in a different line of work.
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