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Take Control of Your Brand Identity

Your business’s design is its first impression; it is your identity. It sets the tone for the relationships that you will build with your customers. You might offer a valuable service or product at a great rate, but none of it matters if you’re not able to attract new faces to you business.

Deciding to re-brand is not a decision to take lightly. It’s a big commitment that needs to be thought out. But if you’ve decided that it’s time to take control and project an identity, or if you think it’s time for an image update, here are a few considerations to take into account:

  • Define yourself: Before deciding on color, font, messaging or a logo, you need to define yourself. What’s your stated mission? What are the consumer benefits to working with you? Who do you want to attract? How can you differentiate from your competition? These are all great questions to consider before making any moves.
        
  • Develop your look: Logo work, colors, typeface, style — it can be a lot to handle. If you’re going to employ outside help on anything, this should be it. Professional graphic designers spend years honing and developing the nuanced points of typography and color theory. A good designer will be able to take your stated mission, goals and targets, and create a visually appealing look that is appropriate, unique, versatile and memorable.
       
  • Create consistency: The point of branding is to develop a memorable identity. If the look and feel of your collateral changes piece to piece, it could confuse the intended audience and water down your messaging. Items don’t have to be identical, but there should be some continuity among brochures, business cards, letterheads, signage, packaging, forms and the like. This goes beyond the obvious visual aspects; there should be a conceptual continuity as well with voice and personality.
       
  • Build awareness: All the branding in the world won’t make a difference if it doesn’t reach your audience. Creativity and a good marketing team go a long way in terms of execution. Know your target, stay visible and measure ROI to keep track of what works.
       
  • Follow through: Your brand’s identity is its first impression, but with the right moves, it will be the first of many. Once you’ve attracted new customers, follow through and keep your promises.

This may seem like a tall order, but keep in mind that with the onset of any new system, the initial investment (whether time or money) is often the biggest obstacle. Once you’ve established a structure and have a set of guidelines in place, the routine becomes much easier. Just remember to trust your intuition, engage your audience and be consistent.