"Members don't just need our competitively-priced financial products and services; they need someone to advocate on their behalf. That's what we're here to do," said Langley. "Consumers are becoming more selective in not only what they buy, but more importantly, from whom they buy. The Dream Defenders embody our integrity–the spirit of honor, compassion and caring that makes up the culture and people of our credit union. Plus, it's a lot of fun!"

Developed with the help of Creative Abandon, a Portland, Ore.-based brand consulting and creative agency, the "heroes financial advocacy powers are based on what the credit union calls the "Three Rs": Review, Reduce and Reinvest.

Eastern NY FCU will partner with members and take the time to review their current financial situation, encouraging them to learn more about where improvements can be made; look to reduce the costs associated with financial services and decisions where possible, and educate/encourage members to reduce the behaviors that impede wealth creation; and for true wealth creation, the credit union will encourage members to take the money they save and reinvest it in themselves.

"Chris came to us and said he wanted to be heroic, to do more than sell products and hawk services…he wanted to make a difference in his members' lives," said Lisa Gambee, brand strategist at Creative Abandon. "The 'Three Rs' are a perfect embodiment of that dedication."

The unique branding initiative is helping the small credit union break through the advertising clutter and stand out from the competition while striking a chord with members about the credit union difference.