LAS VEGAS – Credit union marketing executives shared their branding success stories with attendees during a breakout session at the Drive '15: CU Direct Lending & Marketing Conference Thursday in Las Vegas, Nev., emphasizing the need for differentiation and change.
Stephen Black, vice president of marketing for the $13.6 billion BECU in Tukwila, Wash., discussed the evolution of his credit union's brand over the past decade. The credit union began by simplifying its name from Boeing Employees Credit Union to BECU in 2004, and developing a tagline, "more than just money," in 2005. In 2008, during the financial crisis, BECU assured members of its soundness through a series of campaign materials, and in 2010 and 2011, it increased membership by encouraging bank customers to "move their money" to BECU.
Black explained that by strongly communicating its values, connecting the superior benefits of membership to its values, and putting its values into action through product and service offerings, the credit union saw significant growth and deepened relationships with members.
Recommended For You
"Our brand is really all about authenticity," he said.
Kim Faucher, vice president of marketing for the $97 million Trailhead Credit Union in Portland, Ore., shared how a full brand refresh, including a name change, helped the credit union stand out in a crowded market and increase its number of millennial members. Trailhead Credit Union was originally named Northwest Resource Federal Credit Union, which Faucher described as "a mouthful for members."
"We wanted our new name to feel local, be easy to pronounce and provide an opportunity for a symbolic story," she said. "The name Trailhead resonates with members in Portland who love the outdoors."
To emulate the quirky, nonconformist vibe of Portland, Trailhead Credit Union incorporated cultural changes such as allowing employees to dress casually at work and show their piercings and tattoos, and giving members temporary tattoos displaying the Trailhead Credit Union logo when they visit a branch.
Paris Chevalier, chief marketing officer for the $933 million Xceed Financial Credit Union in El Segundo, Calif., said if credit unions want to survive, they must develop unique products and services outside of basic banking offerings such as loans and savings accounts. As an example, she mentioned Xceed Financial's emphasis on remote delivery – the credit union recently rolled out "Xperience Centers," which allow members to book loans remotely via video conference with credit union employees.
Xceed Financial also benefitted from a name change in 2008, when it ditched its previous moniker, Xerox Federal Credit Union.
Chevalier noted that if credit unions don't consistently evolve their brands, they may run the risk of dying.
"Change should never stop," she said. "As marketers, especially as credit union marketers, we want to differentiate ourselves and be well-positioned to bring everything together through multiple channels, and to nurture relationships with our members."
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
