Rebranding for Value and Growth
Community First Credit Union (CFCU), a Northern California fixture, sits just miles from the heart of fintech innovation – and it’s rapidly advancing competition. The credit union was in a strong position, but its forward-thinking leadership recognized that the landscape was shifting. Younger members, critical to growth, expect new features, mobile-first banking, and intuitive experiences.
The quiet risk was that the credit union was slowly losing relevance.
“When no one’s complaining, that’s sometimes when you need to look the hardest,” says Andy Dickhut, Chief Marketing and Experience Officer at CFCU. “You could wake up one day, and the local CU might not be viable anymore.” Andy came with great experience, and the newly created “Marketing and Experience” role was a signal that CFCU was thinking ahead. While the credit union branding had a rich heritage, it was also aging and needed an update to show what the future has in store.
A credit union brand refresh is about more than just a cosmetic shift. It has to support the goals and vision of the organization while increasing awareness, attracting members, and preparing for new opportunities to expand. That is when Andy connected with BayCreative, a branding agency and creative agency with roots in both the tech and financial sectors, boasting a proven record of effective brand development.
The BayCreative team engaged the credit union stakeholders and staff and dug into their audience to get a handle on what mattered to them. In this case, it was the CU’s origin serving local teachers, and since then, an ongoing dedication and engagement with the community. The challenge was to demonstrate that, while the CU was evolving and offering new tools and capabilities, it remained committed to its roots.
The answer was a comprehensive rebrand – messaging, visual identity, and more – centered around the idea of The New Local. This was both the tagline and brand promise of the new brand. It captures the spirit and flavor of the local heritage while offering a “new” extension to that heritage. A local that comes with you, a local that is never out of reach. The confidence and familiar comfort of your local credit union, wherever you may find yourself.
BayCreative developed a multi-channel advertising campaign to support the new brand, which combined local cable, radio, both paid and social web, and transit. We were able to correlate views on cable with visits to branches, providing even more detailed information on advertising performance.
The refreshed brand didn’t just resonate with new members. It helped position CFCU during a merger opportunity. “Every credit union should have M&A on their radar, and along with diligently attending to the business and bookkeeping, a refreshed brand helps put your ‘house in order,’ along the lines of messaging and clarity in the value proposition”, says Andy. “Anyone interested in merging with another credit union will have an easier time understanding and visualizing the fit with an improved and up-to-date brand.”
And not long after the launch of the CFCU rebrand, they merged with Vocality Credit Union, expanding its services to the far reaches of Northern California. The new brand helped smooth the transition and create a sense of confidence with members and employees alike.
“The big competition for CUs isn’t the other CU down the street, it’s the emerging fintechs of the world, which are simple to use and highly available. Branches and personal banking aren’t going away, and with the solutions for digital transformation ever more accessible, it’s possible to have the best of both worlds. A refreshed brand with updated messaging and promotion helped us boost awareness of these changes and helped position our credit union as a no-compromise option for new members,” says Andy.
For Community First, the new brand was more than just a facelift. Working with BayCreative, the new brand became a foundation for growth.
“BayCreative delivered beyond our expectations.”
Andy Dickhut, Chief of Marketing & Experience Officer
#Credit Union Branding # Credit Union Advertising #Credit Union Branding Agency # Credit Union Website Design
