Louder than Noise: Can Members HEAR Your Brand?


Michelle McGovern Stewart, Chief Marketing Officer, Firefighters Community Credit Union
Michelle McGovern Stewart, Chief Marketing Officer, Firefighters Community Credit Union

What comes to mind when you think of your credit union’s brand?

Chances are, you think of its visual elements such as your logo, colors, design, etc. But have you considered what your credit union sounds like? What do members hear when they interact with your credit union?

When Michelle McGovern Stewart, Chief Marketing Officer for Firefighters Community Credit Union in Ohio joined the credit union almost two years ago, the company was communicating to the market in several different ways through several different channels and working with several different marketing vendors to execute their efforts. In her words, “There was a lot of noise but no consistent message.” As with many CUs, Firefighters Community Credit Union, with few internal resources to draw on, had outsourced a number of marketing creative functions. But spreading the work among a variety of vendors created widespread inconsistencies. 

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