The topic of branding credit unions always gets too complicated and too emotional. You hear about Super Bowl ads. You hear about it being a big vs. small CU issue. You hear disputes about which message is best. That’s all noise. It’s simply improving awareness of what credit unions do and how we can help consumers. We need to keep it simple.

We don’t need all consumers to understand that we are nonprofit financial cooperatives owned by the membership, that we have volunteer board members, or that we use the terms like share draft. None of that inside baseball is vital for telling our story. If we don’t mainstream our value proposition, we will be stuck talking to each other.

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