Five Brand Killers, Gen Z Gaps, and Rebranding for Real Growth

Are Credit Unions Missing the Mark on Branding? In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed welcome Bethany Dutcher, VP of Marketing at Members First Credit Union, to explore three critical topics that could shape the way your credit union presents itself to the world. Five Brand Killers Discover why a lack of ownership, consistency, storytelling, real differentiation, and niches can undermine your credit union's identity. Learn how focusing on emotional connections—and repeating your story more often than you think—keeps your brand top of mind. Winning Over Millennials and Gen Z With only 5% of younger generations turning to credit unions, it's time to close the gap. Hear why aligning with their values, providing user-friendly mobile banking, and highlighting cooperative principles can help you stand out in a crowded marketplace. Rebranding for Real Growth Explore how a strategic brand refresh—rooted in a clear "why"—can fuel asset growth and member loyalty. From surveying employees for honest feedback to involving an internal "brand team," see why rebranding is more than changing a logo; it's connecting your culture to your community. Visit growyourcreditunion.com to learn more!