Having the right image and brand for your credit union can be a definite success. MarketSolutions Consulting works with credit unions to define an image that reinforces your strategic direction. An effective image is measured by how your member’s perceive your organization and how closely this perception aligns with your key result objectives.

Your credit union’s brand is different from its image. Your image may be a community-based and minded full-service financial institution. By contrast, your brand is the “promise” your credit union makes to its members/customer-owners. This promise typically highlights your key competitive advantages as an organization. Your brand can reinforce your strategy on personal service, pricing or product leadership.

Branding decisions drive branding marketing research and advertising tracking strategy. Corporate, product and advertising brand development is a mix of creativity and marketing information to uncover brand positioning opportunities in cluttered market spaces.

What we do?
Brand base research

• Review of brand equity based on your existing research – CU and competitive
• In-depth interviews with management, field sales, product development and customer service staff
• Determine channel preferences and perceptions of internal staff and members/customer-owners
• Conduct focus groups

Brand Qualitative Research

• Small sample in-depth member/customer-owner discussion groups to uncover buyer motivations and brand perceptions
• Larger sample member/customer-owner interviews combining quantitative research
• Online group discussions

Brand Quantitative Research

• Brand Awareness
• Brand Image association
• Defining strengths and differentiating between competing brands
• Brand loyalty and switching likelihood
• Confidence
• Brand name – the lifecyle of the brand in current product categories