3 Brand Promises Credit Unions Can Learn From

  • Share:
marketing

3 Brand Promises Credit Unions Can Learn From

Why should members choose a credit union, your credit union, over a bank or FinTech solution? The answer, at least partially, should be because they believe in your brand promise. Securing and keeping this loyalty, however, is proving to be increasingly complicated. Consumers now expect companies to be available at their convenience, to offer various channels of engagement and to have the technology to match. Organizations that seek to redefine their brand promise would do well to consider all the options available to them when it comes to reaching their audience.

Let’s take a look at some of the brands in the marketplace with strong brand promises:

FedEx – “When it absolutely, positively has to be there overnight”

FedEx ran this slogan from 1978 to 1983, and while it may now be retired, it still remains at the core of FedEx’s brand promise. If we were to dissect this statement, it would be staggeringly simple: if you ship with FedEx, they guarantee delivery time. It’s a brand promise that’s both measurable and meaningful. If FedEx consistently delivers on time, consumers will learn to trust them. They might even tell others not to worry, since FedEx never disappoints.

Geico – “15 minutes or less could save you 15 percent or more on car insurance”

Another short and simple brand promise with measurable elements. Who doesn’t want to save more on car insurance? Who doesn’t value their time? Geico merges these two statements and comes up with an appealing offer to any motorist — even if they’re already happy with their current insurance rates.

Apple – “Think different”

Short, simple, but not quite so measurable. Apple’s memorable “think different” slogan appealed to the audience it was targeting. When the slogan was first marketed in 1997, it harkened back to the “counterculture” vibe of the company’s earlier years, like when it produced the iconic 1984 commercial. It’s a brand promise that has resonated with its audience and is still quite applicable today, although Apple retired the motto in 2002.

When crafting your brand promise, keep it simple, trustworthy and different. Give it a hook. What causes members to remember it or recall it? When a member is asked to say something positive about their credit union, it should be something in line with your brand promise.

  • Share:


« Return to "Trends"
TrendScan logo
<< Back to Articles

Latest Trends

  1. Identifying Marijuana-Related Businesses
  2. Cut Through the Noise and Deliver Value Members Want
  3. 3 Key Factors for Creating Good Content
  4. Preparing a Transparency Communication Plan
  5. A Content Management System Will Make Your Life Easier
  6. Enterprise Risk Management — Where to Start
  7. Why You Need ERM in Your Strategic Planning
  8. Just How Distracted Are Consumers?
  9. Credit Unions Could Replace Predatory Lenders
  10. Opportunities and Risks of Banking for Marijuana-Related Businesses
  11. Are You Properly Rewarding Your CEO?
  12. The Quickest Way to Understand Enterprise Risk Management (ERM)
  13. The Easiest Way to Deliver Content for Employee Development
  14. What Borrowers Wished Credit Unions Knew
  15. What Is a DDoS Attack and Why Should Credit Unions Be Concerned?
  16. 5 Things Credit Unions Can Learn from Cyber Attacks
  17. Are You Ready to Adopt a Continuous Performance Management System?
  18. Consumer Attitudes Toward Digital Advertising
  19. Three ways to up your social media game
  20. Omnichannel Delivery: Banking Based On Members
  21. Is Your Credit Union Supported by the Four Pillars of Digital Banking?
  22. Keep content relevant, short, iterative and engaging
  23. Preparing for Compensation Transparency
  24. Bankers associations’ opposition to mergers does a disservice to member banks and to consumers
  25. Learning Management Systems: What Credit Unions Should Consider
  26. Experience Company Growth and Discovery with Employee-Driven Communication
  27. 2 Big FinTech Goals for Credit Unions
  28. Should You Still Be Concerned about ADA Website Compliance?
  29. Credit Unions Have an Opportunity to Help Their Members Through Tax Season
  30. Popular DDoS Mitigation Methods in 2019
  31. The Quest for a One-Stop Shop Financial App
  32. How Useful Are Member Personas for Credit Union Marketing Teams?
  33. Become a Tax Resource for Members
  34. The Member Service Experience
  35. Don't Get Snagged on ADA Compliance Requirements
  36. Volunteer and Young Board Members Need Development
  37. Building a Website with the User in Mind
  38. The Quickest Way to Find the Right (and Safest) CMS
  39. What's Hot in Performance Management Technology
  40. Americans' Lack of Financial Literacy Is an Opportunity for Credit Unions
  41. The Planning Process - Improved
  42. Americans Trust Their Financial Institutions for Tax Advice
  43. The Role of HR and Hiring Managers in the Candidate Experience
  44. Credit Union Compensation: Philosophy or Strategy?
  45. Common Mistakes in Compliance
  46. Anticipating Change with a Succession Plan
  47. Three Ways to Enhance Compensation Strategy for an Age-diverse Workforce
  48. The Performance Management Conundrum: Structure vs. Creativity
  49. 7 Tax Changes Your Members Need to Know About
  50. Your Social Media Accounts Deserve Quality Content
  51. 3 Ways Credit Unions Can Prepare for a Cyber Extortion
  52. The Process of Crafting a Relatable, Moving Brand Story
  53. Why HR Should Take Advantage of Employee Self Service
  54. Continuous Performance Management is Disrupting HR
  55. Content Marketing: Well Worth the Effort
  56. Achieving the Golden “Narrative Transport” in Brand Storytelling
  57. Do You Know Why Payday Loans Are Used so Much?
  58. Consumer Appetites in Mobile Innovation
  59. You Know You Need an LMS — Now What?
  60. 6 Factors for Choosing the Right ESS System
  61. 3 Website Design Trends for 2019
  62. Leverage the Resources of Trusted Experts for Tax Season 2019
  63. People Analytics: Bringing HR and Data Together
  64. 3 Succession Plans Your Credit Union Needs
  65. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  66. Predict the Future of Mortgage Lending with Analytics
  67. Shifts and Trends to Know About in E-Learning
  68. Content, Tools, and Channels to Capture Consumer Attention
  69. Identify how chatbots will help you
  70. Is Your Executive Compensation Still Appealing?
  71. Remaining a Player in the New Home-Buying Experience
  72. 5 Guideposts to Measure Your Brand Promise Against
  73. What Credit Unions Should Do with Ambiguous ADA Standards
  74. You Might Already Have the Solution to Your Current Talent Competency Gap
  75. Conversational Commerce and the Rise of the Chatbot
  76. The Importance of Creating Quality Content
  77. Why You Should Invest in an Applicant Tracking System
  78. What others are doing
  79. Prepare for integration
  80. The Website Audit Your Credit Union Needs
  81. The Secret to Future-Proofing Your Organization
  82. Selling Payments and Wealth Management Services
  83. The Best Compliance Training with New Topics You Will Need
  84. Prioritizing the Credit Union Employee Experience
  85. Build Up Membership Through Supportive Savings Programs
  86. How to Identify What You Want in an ESS
  87. Do you need a new compensation strategy for multigenerational staff?
  88. Optimizing Websites for Voice: What You Need to Know
  89. 4 Steps to Increased Social Media ROI
  90. Wanted: Apps for Clarification and Simplification
  91. Serving the Underbanked and Millennials
  92. Is Your CMS the Right Fit?
  93. A Simple Way to Unify Your Marketing Efforts
  94. Empowering Employees and HR with the Latest Technology
  95. The Credit Union Advantage for the Digital Customer
  96. Making Sure You Have the Right Leaders in the Right Seats
  97. The Dream Team for Successful Online Customer Interactions
  98. Don't Undervalue Your Brand Promise
  99. Caution: Customers Don't Always Ask for What They Want
  100. Are Your Landing Pages up to Snuff?
  101. Are You Missing Out on the Power of Video?
  102. Keeping Up with Digital Lending Convenience
  103. How Credit Unions Can Formalize the Branding Process
  104. What the C-Suite Wants out of Social Media
  105. Credit Unions Can Compete with Shadow Banks
  106. How to Generate Content with Fewer Resources
  107. 3 Factors Impacting Credit Union Compensation Plans
  108. Don't Underestimate the Power of Financial Education
  109. Underestimate the Onboarding Process at Your Peril
  110. 3 Brand Promises Credit Unions Can Learn From
  111. Leveraging Social Media for Member Engagement
  112. If Your Site Isn't Mobile Optimized, You're Losing Out
  113. How Credit Unions Can Embrace Storytelling in Marketing
  114. Protect Your Credit Union with a Website Accessibility Response Plan
  115. Finding the Best Platform for HR Technology

Related Trends

  1. Keep content relevant, short, iterative and engaging
  2. Three ways to up your social media game
  3. What others are doing
  4. Credit Unions Have an Opportunity to Help Their Members Through Tax Season
  5. Leverage the Resources of Trusted Experts for Tax Season 2019
  6. Americans Trust Their Financial Institutions for Tax Advice
  7. Achieving the Golden “Narrative Transport” in Brand Storytelling
  8. The Process of Crafting a Relatable, Moving Brand Story
  9. Cut Through the Noise and Deliver Value Members Want
  10. Consumer Attitudes Toward Digital Advertising
  11. Content, Tools, and Channels to Capture Consumer Attention
  12. Just How Distracted Are Consumers?
  13. 3 Key Factors for Creating Good Content
  14. Become a Tax Resource for Members
  15. Americans' Lack of Financial Literacy Is an Opportunity for Credit Unions
  16. Build Up Membership Through Supportive Savings Programs
  17. 7 Tax Changes Your Members Need to Know About
  18. The Importance of Creating Quality Content
  19. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  20. Content Marketing: Well Worth the Effort
  21. Your Social Media Accounts Deserve Quality Content
  22. How Credit Unions Can Formalize the Branding Process
  23. How Credit Unions Can Embrace Storytelling in Marketing
  24. 4 Steps to Increased Social Media ROI
  25. What the C-Suite Wants out of Social Media
  26. Leveraging Social Media for Member Engagement
  27. Are Your Landing Pages up to Snuff?
  28. Don't Underestimate the Power of Financial Education
  29. If Your Site Isn't Mobile Optimized, You're Losing Out
  30. 3 Brand Promises Credit Unions Can Learn From
  31. How to Generate Content with Fewer Resources
  32. 5 Guideposts to Measure Your Brand Promise Against
  33. How Useful Are Member Personas for Credit Union Marketing Teams?
  34. A Simple Way to Unify Your Marketing Efforts
  35. Are You Missing Out on the Power of Video?
  36. The Member Service Experience
  37. The Dream Team for Successful Online Customer Interactions
  38. Don't Undervalue Your Brand Promise
  39. Selling Payments and Wealth Management Services

Industry insights
to your inbox!

Subscribe