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A Catchy Tagline Isn’t a Brand, CU Execs Say
Wednesday, September 17, 2014 6:35 AM

A catchy tagline may get someone’s attention, but Erayne G. Hill, vice president of marketing with Unity One CU in Fort Worth, Texas, says you shouldn’t count on it to earn someone’s business or loyalty. Unity One CU’s tagline is “Think Outside the Bank.” While clever, Hill says it doesn’t endure, but it’s not supposed to.

“It’s very important to understand the difference between a tagline and a brand. A likeable tagline gets someone’s attention, but doesn’t hold it,” Hill said. “A brand is a promise that you deliver on consistently. It should evoke a favorable emotion from members.”

A genuine brand, Hill continues, should move a member from simply using you for the financial transaction to endorsing your products and services to others.

Linda A Jeffery, CCUE, president and CEO of TruService Community FCU, adds that spending dollars on flashy marketing and advertising campaigns doesn’t create a brand identity.

“We use traditional media, including radio, television, direct mail and social media to promote products and services, but our brand is built through experiences. The experience our members have when they do business with us and the experience the community has with us when we are engaged in outreach activities.”

When building your brand, Hill recommends that your brand be:

  • Authentic
  • Compelling
  • Connectable
  • Innovative
  • Unique

“While satisfying all of the above may not be feasible, credit unions should have conversations and embrace the results like there is no tomorrow because there is nothing worse than inconsistency,” adds Hills.