White Paper

Building Your Credit Union’s Brand Experience Playbook

By W.B. King

posted 09.20.2018 (M & BD)

When considering marketing and business development branding strategies, credit union executives are realizing that traditional approaches have changed. In today’s market, it could be argued members have greater influence in creating a credit union’s brand than the credit union. A potential reason behind this change is that omni-channel has put members in the driver’s seat—they choose how they wish to gain access to the credit union.

In forward-leaning organizations, the lines between brand, marketing, and member experience have blended, creating a more holistic environment in which successful marketing and business development strategists understand that brand awareness and experience touch every department, and more importantly, every member. Therefore, to develop an effective cross-departmental branding strategy that speaks to the needs of all members, the marketing and business development teams must enhance interactions between the credit union and its membership.

Three credit union executives discuss how brand experience plays out in their organizations, including:

  • building cohesion between the member experience and brand strategies,
  • reinforcing management’s role in executing brand strategies and
  • managing the expectations of staff as it relates to member-facing services. 
This resource is only available to members. Please login to download or explore member benefits and join today

 

Cross-Council White Papers

Discipline Title Author Date  
 
LENDING
 

Navigating the Rising Rate Environment - One Page Summary

CUNA Councils 07.18.2019 
 
LENDING
 

Navigating the Rising Rate Environment

CUNA Councils 07.18.2019 
 
CEO
 

The Evolution of Organizational Growth - One Page Summary

CUNA Councils 07.17.2019 
 
CEO
 

The Evolution of Organizational Growth

CUNA Councils 07.17.2019 
 
HR & OD
 

The Diversity Advantage: Credit Unions as Champions of Inclusive Leadership

CUNA Councils 07.16.2019 
 
HR & OD
 

The Diversity Advantage: Credit Unions as Champions of Inclusive Leadership - One Page Summary

CUNA Councils 07.16.2019 
 
FINANCE
 

Focus on Product Profitability: Analysis and Execution in the Race for Real Growth

Karen Bankston 07.11.2019 
 
FINANCE
 

Focus on Product Profitability: Analysis and Execution in the Race for Real Growth – One Page Summary

Karen Bankston 07.11.2019 
 
O & ME
 

Operations & ME Leadership – Who Owns Digital Banking? – One Page Summary

Beth Stetenfeld 07.08.2019 
 
O & ME
 

Operations & ME Leadership – Who Owns Digital Banking?

Beth Stetenfeld 07.08.2019 
 
TECH
 

Technology Leadership – Who Owns Digital Banking?

Beth Stetenfeld 07.08.2019 
 
TECH
 

Technology Leadership – Who Owns Digital Banking? – One Page Summary

Beth Stetenfeld 07.08.2019 
 
M & BD
 

Marketing & BD Leadership – Leveraging Data Analytics & Business Intelligence – One Page Summary

Beth Stetenfeld 06.13.2019 
 
M & BD
 

Marketing & BD Leadership – Leveraging Data Analytics & Business Intelligence

Beth Stetenfeld 06.13.2019 
 
LENDING
 

Lending Leadership – Leveraging Data Analytics & Business Intelligence

Beth Stetenfeld 06.13.2019 
 
LENDING
 

Lending Leadership – Leveraging Data Analytics & Business Intelligence – One Page Summary

Beth Stetenfeld 06.13.2019 
 
HR & OD
 

HR Leadership – Developing Initiatives: Project Management Strategies

Tracy Scott 06.06.2019 
 
O & ME
 

Operations & ME Leadership – Developing Initiatives: Project Management Strategies

Tracy Scott 06.06.2019 
 
HR & OD
 

HR Leadership – Developing Initiatives: Project Management Strategies – One Page Summary

Tracy Scott 06.06.2019 
 
O & ME
 

Operations & ME Leadership – Developing Initiatives: Project Management Strategies – One Page Summary

Tracy Scott 06.06.2019 
 
M & BD
 

5 Stars or Bust: Digital Reputation Management

Nancy Mann Jackson 05.15.2019 
 
M & BD
 

5 Stars or Bust: Digital Reputation Management – One Page Summary

Nancy Mann Jackson 05.15.2019 
 
FINANCE
 

Merging for Growth: Reducing Complexity to the Process – One Page Summary

Craig Guillot 05.14.2019 
 
FINANCE
 

Merging for Growth: Reducing Complexity to the Process

Craig Guillot 05.09.2019 
 
CEO
 

Why Leaders Fail

Beth Stetenfeld 05.09.2019 
 
CEO
 

Why Leaders Fail – One Page Summary

Beth Stetenfeld 05.09.2019 
 
FINANCE
 

Spotlight on Liquidity Management: Addressing Risks in a Rising Rate Environment

Karen Bankston 12.12.2018 
 
HR & OD
 

Creating an Employee Value Proposition

Beth Stetenfeld 12.11.2018 
 
TECH
 

Third-Party Management: An Evolving Framework for Technology Vendor Relationships

Karen Bankston 11.28.2018 
 
M & BD
 

Digital Metrics: Strategies and Tactics for Measuring Channel Effectiveness

Nancy Mann Jackson 11.26.2018 
 
M & BD
 

Digital Metrics: Strategies and Tactics - One Page Summary

Nancy Mann Jackson 11.26.2018 
 
CEO
 

Practical Paranoia: Handling Disruption from a Position of Strength and Flexibility

Beth Stetenfeld 11.09.2018 
 
LENDING
 

The Military Lending Act: Putting Compliance into Practice

Beth Stetenfeld 11.01.2018 
 
O & ME
 

Agility: Facing Constant Change

Beth Stetenfeld 10.24.2018 
 
HR & OD
 

Starting Strong: Onboarding and New Hire Strategies

Karen Bankston 10.22.2018 
 
TECH
 

Effective Change Management

Beth Stetenfeld 10.17.2018 
 
CEO
 

Safeguarding Members’ Trust: The CEO’s Role in Cybersecurity and Social Engineering

Karen Bankston 10.08.2018 
 
M & BD
 

Building Your Credit Union’s Brand Experience Playbook

W.B. King 09.20.2018 
 
FINANCE
 

Finance Leadership – Actionable Insights: Using Data Analytics and Business Intelligence for Better Decision Making

Beth Stetenfeld 09.20.2018 
 
TECH
 

Technology Leadership – Actionable Insights: Using Data Analytics and Business Intelligence for Better Decision Making

Beth Stetenfeld 09.20.2018 
 
M & BD
 

Building Your Brand Experience Playbook - One Page Summary

W.B. King 09.20.2018 
 
LENDING
 

Loans Through a Strategic Lens: How Lending Executives Inspire Big-Picture Thinking and Execution

Karen Bankston 09.06.2018 
 
O & ME
 

Game Changer: How Operations and Member Experience Leaders Inspire Strategic Thinking

Karen Bankston 09.06.2018 
 
CEO
 

Leadership During a Crisis

Beth Stetenfeld 08.10.2018 
 
HR & OD
 

Inspiring Strategic Thinking: How HR and OD Lead a Forward-Thinking Credit Union

Karen Bankston 08.08.2018 
 
LENDING
 

Lending Leadership: Creating a Growth & Measurement Powerhouse

Beth Stetenfeld 08.07.2018 
 
M & BD
 

Marketing & BD Leadership: Creating a Growth & Measurement Powerhouse

Beth Stetenfeld 08.07.2018 
 
O & ME
 

Operations & ME Leadership: Creating a Growth & Measurement Powerhouse

Beth Stetenfeld 08.07.2018 
 
FINANCE
 

Leading Strategic Change: A Leader’s Role in Planning and Execution

Karen Bankston 07.26.2018 
 
O & ME
 

Service through Social Media

W.B. King 07.11.2018