‘We’re not going to change consumers’ hearts and minds with a one-and-done effort,’ says CUNA's Susan Toalson.

‘Branding goes much further than physical and visual elements,’ says Vibrant’s Steve Ducey.

'We initially hoped for universal acceptance, love, and joy,' says BECU's Stephen Black. But the change was difficult for some.

Firefly Credit Union's Bill Raker reflects on lessons learned during his long career.

‘Branding is everything, from the board room to the break room to the back room,’ Mark Arnold says.

Messaging must be compelling and speak to consumers’ aspirations and needs.

Position your CU as a solutions provider, advises Mia Perez, Louisiana FCU's chief administrative officer.

'We knew doing this would make the Ascend brand synonymous with Music City.'

'I draw inspiration from a variety of sources: films, my photography of mainly family shots and weddings, and people I meet.'

Massive rebranding effort moves CU toward a tone of friendly, youthful familiarity.