The Current Brand:
As a local credit union, DCCU has focused its brand to attract people that live in, work in, or have a connection with Denver. Leveraging a community-oriented approach as well as lower loan interest rates and higher dividends, the current brand is well recognized by existing members, but isn't clear to non-members in terms of the "local" / "Denver" boundary and "union" eligibility.
In addition, the messaging and execution of the branding guidelines has not been consistent over the years and doesn't clearly convey how DCCU should describe the credit union, how different DCCU is from other credit unions, and DCCU's core values.
Now that DCCU is expanding into other counties and redesigning the website, they realize it is important to have a cohesive brand development strategy to reflect the expansion and new website design. Furthermore, well-rounded branding guidelines that connect with members and potential members will guide other marketing pieces to concentrate on the ultimate goal--making a difference for members by providing financial opportunities.
What FiG Will Do:
To create a brand that is recognized by existing members, favored by its employees, and speaks to the opportunity of the future, FiG and DCCU have to understand both what is working and what is missing. The steps of the project that we will perform include but are not limited to:
Survey and Study
Focus Group Interviews
Various Marketing Audits
Logo and Collateral Materials Redesign
Check back later to see how the Denver Community Credit Union brand development strategy comes together!