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 Thinking about rebranding? In today’s super competitive financial services marketplace, many credit unions are. Before you go down that path, remember your brand is much more than your logo and tagline: It’s the promise your credit union makes to members, employees and volunteers. It’s a deep emotional connection that links who you are to who each of these important constituencies wants you to be.

When you rebrand, you’re essentially changing that connection – hopefully for the better. Doing so, therefore, requires careful consideration of who your targets are, what your brand means to them and how you can strengthen the connection between the two.

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