Why would anyone be confused as to what a credit union actually is – or what it does – when comparing it to a bank? I mean, it’s perfectly clear, right? Or maybe not so much.
How do we learn to differentiate ourselves without confusing the average, younger consumer who isn’t clear on what a credit union really is? Certainly being more public and clear with our basic message makes sense – telling people who we are and aren’t. Explaining to them that we aren’t part of that telephone company, university, or technology giant doesn’t alway work. Oh yes, you can join us. Using language like “we’re a community chartered not-for-profit cooperative financial institution” is a bit complicated. You know, like a bank, but not really like a bank. Wow. Do we ever stop and listen to ourselves? Is more marketing really the answer? Or is a more defined strategy and approach to who we want to be before we continue our marketing the real answer?
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