What nudges consumers' buying decisions is what the product does for them and how they feel about it.
But a tagline and marketing are only a small part of a brand. Your brand is not how the institution defines it; it's how the institution is defined by its members. I think that's a clear problem as some formerly single-sponsor credit unions convert to community charters but hold on to their old moniker even when only a small percentage of their members are still from the sponsor organization. That 85% of your membership defines the institution.
Service is key to brand image. It's not enough to be friendly. Tellers and member service representatives also have to have a basic knowledge of all of the products and services that the credit union offers. And they have to be able to direct members to the right place for more information whether it's another department or online.
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