ORLANDO, Fla. — Credit union marketing and branding needs to get with the times.Paul Lucas, a marketing and branding consultant, told CU Business Practices Conference attendees to quiz their staff on the three values of the credit union and three benefits of their products and their features. “If your people don’t know that, you don’t have a brand,” he stated.Next, he recommended, get rid of the photos of shiny, happy people in your marketing and use art and graphics to demonstrate the value the credit union provides. Lucas also said credit unions should attack their competition and pick them apart.Strong brands share common attributes. They use good visuals and portray a personality. “A brand without personality is absolutely useless,” Lucas declared. The most effective brands also emphasize delivery and convenience rather than the products and services, which are commodities. These brands also stand on consistency with reliable, personalized service.

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Peter Westerman


Credit Union Times

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