In this conversation, Paul Robert and William McKenna discuss the rebranding journey of Suffolk Credit Union with Charles Schembri, the EVP Chief Experience Officer. They explore the rigorous process of rebranding, the importance of core values, and the significance of visual branding.

Charles shares insights on the implementation strategy, the momentum gained post-launch, and the focus on deepening member relationships. The discussion emphasizes the need for data-driven decisions and the importance of involving all levels of the organization in the rebranding process.

Takeaways

·      The rebranding process was rigorous and involved extensive research.

·      Core values are essential for guiding organizational culture.

·      Visual branding, including color choice, plays a crucial role in brand identity.

·      Involving all employees in the rebranding process fosters buy-in and unity.

·      The implementation of the new brand was executed in a single weekend.

·      Post-launch, the credit union has seen significant growth.

·      Deepening relationships with existing members is a key focus for future growth.

·      Data-driven decisions are critical for understanding member needs and gaps.

·      The rebranding is an ongoing process that requires continuous iteration.

·      Successful rebranding should stand the test of time and align with future goals.

Keywords:

#credit union #rebranding #branding process #core values #member relationships #visual branding #organizational culture #community engagement #data-driven decisions #Suffolk Credit Union

Hosts:

Bill McKenna

Paul Robert

Guest:

Charles Schembri – Suffolk Credit Union