Small CU Gets Big Rebranding Makeover

FEDERAL WAY, Wash. – Who says small credit unions can’t compete? Woodstone Credit Union’s recent rebranding overhaul stands ready to go head-to-head with big bankers and community bankers by promoting relationships. “It’s about building quality relationships with each member based on honesty and trust,” said Woodstone CU President/CEO Susan Streifel. “We value our members and are making a commitment to them to serve their financial needs with the highest level of knowledge, expertise and one-on-one service.” Recognizing a need for a change, the $65 million credit union turned to branding/integrated marketing agency Weber Marketing Group to develop a brand strategy, positioning and brand architecture that has been translated into staff actions, new messages and a dynamic new visual identity. To help make the brand more relevant to members, the three-month process included an in-depth analysis of every aspect of the credit union from member and employee surveys to focus groups. “Our advice to smaller credit unions and any credit union is that branding is not just for the big financial institutions. It is important for any credit union to reinvent itself by really identifying and playing up its unique difference or what makes them stand out from the competition,” said Weber Marketing Group Vice President of Marketing Linda Van Winkle. “It’s not as cost prohibitive as they think and it sets the tone for the organization for years to come.” According to Van Winkle, Woodstone CU’s new brand is embodied in the new slogan “Where Relationships Mean More” and collateral material, advertising and merchandising, which includes use of photography with diverse images and a relaxed feel, helps reinforce the organization’s openness to members. “Woodstone is a full-service financial institution and they genuinely care about and know their members by name-they look at members as an extension of the family,” said Van Winkle. “And because they are smaller they are able to make immediate decisions about members’ needs-no bureaucratic red tape. That’s a major competitive advantage because no one just wants to be a number.”