Golden 1’s headquarters in Sacramento, Calif. (Photo: Golden 1)

A credit union’s brand and history within its field of membership isn’t something that is top-of-mind when life is moving along as it normally does. But when the world stops and is dramatically changed overnight, that’s typically when credit union leaders are thankful they spent time and money over the years to create a brand and culture that they can tap into to provide comfort and project strength to employees and members.

The Sacramento, Calif.-based Golden 1 Credit Union ($19.5 billion in assets, 1.1 million members) built a brand and cultural foundation that executives were able to use and highlight as the pandemic shut down the world.

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Michael Ogden

Editor-in-Chief for CU Times.

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