(This column from GTE Financial President/CEO JoeBrancucci explains the rebranding of the former GTE Federal Credit Union. Amarketing consultant's arguments for keeping “Credit Union” in thename will be posted next Monday.)

GTE Financial (formerly GTE Federal Credit Union) has a missionthat we take very seriously – to be the preferred financial serviceprovider and employer in our marketplace. Our members' financialneeds and the way they do business have evolved and our rebrandingreflects the modern, innovative and vibrant cooperative GTE hasbecome.

The use of the term “financial” will convey that membership isopen to every individual and business in our communities and notsimply select groups. Modernizing our name and logo will alsoelevate our retail image in the marketplace so that the GTEFinancial brand will appeal to younger generations and a broaderdemographic.

Our new name and tagline were tested and were designed based onboth members and non-members surveyed in our target market. Thesesurveys took place online, over the phone and even in-person toensure we received a wide response. A complete change of name wasconsidered, but in early 2011 it was clearly determined that thehistory of this great credit union is embodied in the GTE name, andeven though the initials may not have a specific reference today,the GTE stands for certain values in the marketplace.

Our rebranding is a way of celebrating the GTE we have becomewithout diminishing the relevant history we have had with ourmembers over the past 77 years. We are proud of that heritageand look forward to making sure we stay relevant for a futuregeneration of members. The brand we have created will continue toevolve as we go beyond money, and is based on every MemberExperience we create each day and that are a part of the story thatis uniquely GTE Financial.

The journey to rebrand began over two years ago when the GTEBoard adopted a new strategic plan that is focused on our membersand employees, and committed to our communities. Thesignificant progress we have made since then in getting back to ourroots as a credit union and focusing on the member in factsignifies a new beginning as we enter the next phase in theevolution of the brand. Our visual makeover is an extension ofthat, and symbolizes our new energy and passion for delivering anexceptional member experience.

GTE's strategic plan introduced a number of new initiatives overthe past two years that differentiates us in our market. Opencommunication with me through a monthly letter to the membershipand the Talk2Joe email icon that I personally respond to – everycorrespondence, day, night and weekends – has been particularlyimpactful. Many members have voiced their concerns, frustrationsand their praises since this popular feature was implemented. Our quarterly financials are also published and signed by the CFOand me and is a part of our commitment to be authentic andtransparent.

The GTE rebrand process normalizes and refreshes our CommunityFinancial Centers, and updates signage, merchandising and marketingmaterials. We will update locations with new technology suchas lobby management software for easier sign-in, and memberinteractive stations (Virtual Centers) where they can access onlinebanking on either a traditional keyboard and monitor or an iPadwhich will also give them access to our Deposit2Go application.

There are other aspects of the new GTE as well:

• Our Member Advantage account rewards members who are the mostengaged with the best value.
• We provide our team with extensive training and clear directioncoupled with rewards for delivering a WOW Member Experience. We measure this on a monthly basis through our use of the tools ofthe Member Loyalty CUSO, and manage it through our MemberExperience team. We monitor our return to member,return to saver and return to borrower on a regular basis, andadjust our pricing to improve these metrics.
• Our “We Can Help” program has kept approximately 10,000 membersin their home or car during the most recent recession – somethingwe did not because we had to, but because it is the right thing todo.

GTE Financial's renewed commitment to vitalizing ourcommunities, which is heavily dependent on improving financialliteracy, includes:

• Grants from the GTE Foundation to local charities that provideprograms that support financial literacy, promote home ownership orsupport environmental responsibility.
• A GTE Cares program that encourages our team members toactively support local charities with both their financial supportand time, and we match those financial donations and make in-kindmonetary donations based on volunteer hours.
• Our Early Saver and U22 accounts are designed to encouragethrift discipline in our young members and provide them with accessto a broader range of affordable financial products as they growup.
• Our long-term major commitment to the Junior AchievementVirtual Financial Park will allow financial literacy education toreach all high school children in our districts.
• The GTE Foundation has a scholarship program that awarded$2,500 scholarships to 12 high school and undergraduate studentsthis year based on community service.

The culture of GTE Financial is being shaped by a different wayof looking at the business of our member – today and in thefuture. From our employees to our website, and to eachCommunity Financial Center, the expectations of our membership willbe exceeded and our rejuvenated brand exemplifies the core valuesof today's GTE – Innovation, authenticity, trust, value anduniqueness.

We understand that we are much more than a financial serviceprovider – we are a trusted lender, insurer, business partner,member advocate and partner in the community.

Joe Brancucciis president/CEO of the $1.5 billion GTE Financial in Tampa,Fla.