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

Related Trends

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

Industry insights
to your inbox!

Subscribe