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’.
The decision to redesign in 1998 was no different than the redesigning the credit union has announced in 2024. It was not only cosmetic, but a strategic avenue to resonate with both existing and potential members. A refresh in visual identity and messaging allows any business the opportunity to reconnect with their clientele. The new brand identity of Texans Credit Union, with its modern aesthetic and clear messaging, aims to convey a sense of trust, innovation, history and community – values that Texans has upheld for seven decades.
The Strategy Behind Redesigning
For institutions like Texans Credit Union, a redesigning effort is no small feat. It involves strategic thinking, meticulous research and a deep understanding of consumer behavior. All while aiming to stand out amongst the competition. Several objectives are considered when working towards a redesign:
1. Enhanced Visibility:
a. A new logo, color palette, visual identity and brand voice can significantly enhance brand recognition. By approaching the redesigning to convey a more modern look, Texans Credit Union aims to capture its commitment to transformation and progress.
2. Emphasizing Commitment to Community:
a. Beyond aesthetics, a redesign can signify dedication to a brand’s community and clientele. Companies can utilize a redesigning opportunity to provide clear messaging and continue dedication to its clientele through clearly defined services and benefits.
3. Adapting to Modern Advancements:
a. While consumer expectations and knowledge continue to evolve thanks to the digital transformation, businesses must shift their focus to remain relevant in the competitive landscape. Texans’ redesign demonstrates agility and responsiveness to these shifts. Texans Credit Union chose to opt for a more modern look to reflect their continued commitment to technological advancements to better serve their members through digital banking.
Texans Credit Union’s redesigning initiative represents more than a change in its appearance. It represents a strategic evolution to embrace innovation while staying true to its core values and rich history.
About Author:
Jessie Swendig serves as the senior vice president of marketing and business development for Texans Credit Union, overseeing all marketing initiatives for one of the largest credit unions in the state.