IRVING, Texas – If you're describing "your" credit union, you could be talking about any one of 10,000 CUs. But maybe not anymore as there is now a YOUR Federal Credit Union. When the time came for Southwest IBM Employees Federal Credit Union to change its name, it only had to look as far as its tagline for the new one-YOUR Federal Credit Union. According to YOUR FCU President/CEO Judy Kelley, the name change came at just the right time. Recently approved to serve four underserved areas, many of the potential members didn't think they could join the $142 million credit union. In addition, IBM had been asking YOUR FCU to change its name for years to avoid confusion in Web searches. "In this area there is a lot of competition, and when we went out to SEGs they would say `well we can't join because we don't have any IBM equipment' etc.," said Kelley. "We needed a name that really communicates to potential members a positive message that we are a part of their community and that yes, they can join our credit union." With a name change as part of the board's long range plan since last year, a team of 10, which included board members, active IBM staffers and YFCU executive management team members, began playing with different themes and names, but they kept returning to the credit union's longstanding tagline. "We have a very open perception of our future," said Kelley. "Everyone really liked it because it captured our key goal which was to communicate that we are here to serve not just one particular group affiliated with IBM but that we can also reach out to all groups." The logo, designed in-house with the help of Credit Union Resources of the Texas Credit Union League, continues the theme of simplicity by featuring a star with a lower "leg" to symbolize the credit union's forward motion and reaching out to members. Just announced during the credit union's annual meeting, so far the response has been positive. Kelley says that while members' initial reaction to the name is "what does it mean" they quickly respond with, "So it is my credit union." And that is exactly the connection they hope to build on considering the local competition in the area is particularly fierce. YOUR Federal Credit Union is now looking at how to position and strengthen its brand. "This name change has been lots of fun," said Kelley. "So far the members and tellers alike are having a good time with it and hopefully it will help us stand out." [email protected]

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