How tough problems spur powerful banking brands
Financial Center, a credit union in Indianapolis, revamped its brand by studying major companies like Peloton and Orangetheory, emphasizing financial health and well-being for its members. By addressing real financial pain points, they aim to create a powerful experience through meaningful member interactions.
Banks and credit unions want their brands to have power.
So, what can they learn from major companies — Netflix, Apple, Whole Foods — to craft brands that resonate with their consumers? (Hint: The answer isn’t enormous agency budgets.)
Powerful brands solve powerful problems.
Financial Center, a nearly $1 billion credit union serving the greater Indianapolis area, recently completed a year-long brand refresh project. Led primarily by the internal Marketing & Creative Team, the project set out to reposition the credit union as a friendly, approachable wellness provider focused on giving members healthier, more vibrant financial lives.
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