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Get the word out about credit unions. Anyone who reads this column has heard me sing this tune time and time again, and time and time again I am amazed by the lack of a national effort. However, I am excited to see the strides states are taking to brand themselves such as in California, Colorado and Washington to name a few.

The latest state striving to increase consumer awareness, and that’s exactly what good branding does, is Pennsylvania led by the Pennsylvania Credit Union Association. It has launched an 18-month, $2.25 million statewide campaign that focuses primarily on television, supported by radio and some Web advertising. Looking deeper at this program really provides an interesting look at how to do a branding campaign, and answers the question I always get on this topic: How can credit unions get a national branding campaign going?

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