The Power of Strategic Brand Redesigns
Today, businesses strive for commitment and trust from their
clients and consumers. Building a strong brand differentiates a company in a
competitive environment, increases profitability and ignites growth and
strengthened relationships. According to a Harvard Business School study, a
five percent increase in customer loyalty generated via a strong brand grows
profitability by about 60%.
Redesigning can be a strategy to catapult a brand’s identity and amplify its presence within its respective industry. Texans Credit Union has recently embarked on this journey, announcing a refreshed identity to represent a bold step forward while embodying the organization’s heritage, tradition, innovation and the vibrant spirit of Texans.
A Prouder, Bigger, Bolder Texans Credit Union
Texans Credit Union, one of the largest credit unions in Texas with $2.2 billion in assets and over 123,000 members, has long been a reliable and customer-centric partner for their members and the communities it serves. In 1953, the credit union, originally named ‘Texins’ Credit Union, was formed by a group of 11 Texas Instruments (TI) employees who pooled their savings together to provide affordable loans to their colleagues. Four years later, Texans underwent their first redesigning initiative while expanding its eligibility criteria and extending membership to employees from neighboring local businesses. During this redesigning in 1998, ‘Texins’ Credit Union became ‘Texans Credit Union’.