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DOVER, Del. — Delaware Federal Credit Union found itself in a position many longtime, traditional credit unions do–trying to break out of the boxes consumers have put them in.

Those boxes include consumers’ limited view on who can join the CU and what it offers. Following more than 40 years of service to the Delaware community, Delaware FCU surveys within the last three years unearthed a large segment of consumers that either did not know what a credit union was, believed that the various credit union branches across the state were all a part of one big entity, or thought one must be a state employee to become a member. The surveys also revealed that Delaware FCU members seemed to think that banks had a more modern edge and more products and services. That response was telling, even if inaccurate, and set the FCU off on a re-branding endeavor that has resulted in a new name: Del-One.

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