Brand Identity Questionnaire

As most marketers and executives know, any credit wanting to grow its membership will have an effective brand in place. One of the keys to develop a credit union’s brand is creating a clear and distinct separation from your competition. Brands that stand out are different.

Think about the airlines industry. Look at the three major airlines logos (American, United and Delta):

 

     
 
  
 

 

Notice how all three have color elements of red, white and blue in their brand identities. Now look at Southwest Airlines:

 

 

 

Their use of yellow stands out; it makes them different.

How do you build an effective brand? One way is to complete the following brand identity questionnaire to help your credit union create uniqueness:

Your credit union

(1)   What are some of the reasons a person would consider switching their funds to your credit union?

(2)   In your opinion, what is the perception of your credit union?

Your marketing

(1)   What role does marketing serve in your credit union?

(2)   What messages are you trying to send to non-members through your marketing material?

Your competition

(1)   What competitors might a prospect consider (in order of market strength) and what are their advantages?

(2)   What can your credit union offer potential members that the competition can’t?

Your position

(1)   If a prospect only remembers one thing about your credit union, what should they remember?

(2)   If you could choose one famous person from all of time to personify your brand in the marketplace, who would it be and why?

Answering these questions provides a practical and strategic way to get your credit union’s brand moving in the right direction.

Comments

[Jeffry Pilcher]

In all fairness, that isn't Southwest Airlines logo. The official SWA logo is arguably worse than the examples from American, Delta and United.

http://images.google.com/images?q=southwest%20airlines%20logo

This logo is horribly misaligned with the rest of their brand.

[Mark]

Jeffry,

Thanks for the comment and the link to SWA's logos. The link you listed contains numerous SWA logo versions (and one included in the blog). As you know, SWA does strive to differentiate itself more than just with its logo. I could have used a better example! Click on Jeffry's links for more SWA looks. Keepe your comments coming!

[Jeffry Pilcher]

Sorry. I didn't mean to be confusing with the Google Image link.

The official corporate symbol that Southwest Airlines uses as its logo is an illustration of a blue/orange SWA plane taking off, and big black slab letters that say SOUTHWEST AIRLINES.

The gold set of wings with a red heart set inside is probably best described as a "marketing badge." I'd love to see them dump the clunky plane logo for the "Love Wings."

None of this has any real material bearing on the point made in the article, so please take it with a grain of salt.