Together Credit Union

Four primary objectives were to be addressed by this comprehensive rebranding of the credit union.
Objective #1: Increase effectiveness of marketing efforts.
The credit union operated as one company with three brand names, Anheuser-Busch Employees’ Credit Union and Anheuser-Busch Employees’ Credit Union doing business as (DBA) American Eagle Credit Union and Purina Credit Union. Because the credit union was marketing three very distinct brand names, and competing in a market where several industry competitors and non-industry businesses had similar names, the effectiveness of marketing spend and marketing campaigns was reduced.

Objective #2: Eliminate field of membership confusion.
Since 2010, 749 credit unions nationwide have changed names according to Credit Union National Association (CUNA). Of that number, only 63, less than 10%, were the result of a change to charter. For credit unions not changing their charters, the primary reason cited for changing their names is confusion among the marketplace. For our credit union, having three distinct brand names with three distinct field of memberships created unnecessary confusion. This confusion was evident in focus groups, market research, and even within SEGs. Unifying under one brand name would help to eliminate this confusion.

Objective #3: Improve employee efficiency.
The average employee spent approximately 6 hours per week managing workflows for the three brands.

Objective #4: Align brand with values.
In 2018, the Credit Union revitalized its mission and core values to shape its culture and lead its vision for the future. By consistently incorporating these attributes into branding, the Credit Union could clearly express what current, prospective, and future Members could expect and experience in their interactions with our organization.