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In Branding, It is Do or Die; Credit Unions Must Get Buy-In of Staff

COLUMBIA, Md. - Credit union marketers not only need to know how to market services to members, but they also need to market their own value to the institution, according to OSU Federal Director of Community Education Claudine Oriani.

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COLUMBIA, Md. – Credit union marketers not only need to know how to market services to members, but they also need to market their own value to the institution, according to OSU Federal Director of Community Education Claudine Oriani.

Creating a strong brand, a solid foundation for marketing, is not only about a logo, she emphasized during an educational seminar held by the Maryland & DC Credit Union Association, it is about building a culture from the inside out. Without buy-in and inclusiveness internally, a brand will never fly. Then the credit union must work outward to its branches and ultimately to the members.

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