<—- That’s it. Right over there. The link that says “Toolbox.”

Not long ago, the Toolbox used to just be a list of links to financial industry blogs and other websites of interest. Those links are still there. But now there’s also the most comprehensive directory you’ll find anywhereof financial institutions on Twitter, the largest collection of financial slogans, a link to The Financial Brand’s YouTube account where there are over 100 financial TV spots and videos, a link to branding presentations from The Financial Brand, as well as an archive of topics.

There is now a form at the bottom of each page so readers can submit their own taglines, Twitter accounts and blogs to The Financial Brand. [Note: all submissions are subject to review and approval.] You can also make a submission directly using the form(s) below.

This is just the first phase of the Toolbox. Future sections are planned, and some are even under development currently, like a Glossary of Branding Terms. Other potential additions to the Toolbox include a calendar of events, job listings, vendor directory, book recommendations, Facebook directory of financial institutions and a directory of financial institutions with blogs.

What do you think? What kind of resources would you like to see in the Toolbox? Take the poll or add your suggestion in the comments at the bottom of this article.

[Note to RSS Subscribers: There is a poll and three submission forms embedded in this article.]

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“Your partner for life!”
“Solutions for life!”
“Banking for life!”

Many financial institutions use this common two word phrase as part of their tagline. It makes logical sense for a bank or credit union to use this phrase, “…For Life.” It has a nice double meaning. On the one hand, it means, “for everyday living.” On the other, it means, “forever.” Who doesn’t think that feels good?

The only problem is that for some people, “forever” is an awfully long time. “For life” can sound like a life sentence. At the very least, it’s a big commitment.

Key Takeaway: One of the hitches with marketing is that you can never be sure that the message you creatively encode will be decoded by your audience the way you want. Something to think about.

“It said LAFCU YOUR CREDIT UNION FOR LIFE. Something about it made me feel a little trapped and panicky… FOR LIFE… *shivers*”
– ConnieBonnie, blogger

“Your bank for life.”

– LCNB National Bank

“Your bank for life.”

– Western Springs National Bank & Trust

“Your bank for life.”

– Town & Country Bank

“For work. For home. For life.”

– Univest

“The bank you keep for life.”

– Newton Savings Bank

“Your partner for life.”

– Farmers & Merchants State Bank

“Your financial partner for life.”

– Georgia FCU

“Your credit union for life.”

– Quaker Oats Credit Union

“Your friend for life!”

– Parkside Credit Union

“I’ll be honest, there were
initial apprehensions.
But this soon gave way
to excitement.”
– Cas Scott, Companion CU
Marketing Manager

To support a new brand theme, “We’re Listening,” the members of Companion Credit Union, based in Australia, were invited to vote and pick the new logo for their organization.

Voting was open the entire month of October, and the winner was unveiled at the credit union’s Annual General Meeting on November 12th.

“The credit union is really owned by the members and therefore we decided we should invite them to actively participate in helping us decide.” said Ray O’Brien, CEO/Companion.

Over 1,000 votes were cast by the credit union’s 12,000 members.

The old logo had a style reminiscent of the London Underground.

The winning logo maintains links back to its predecessor using color and a curvy shape.
Four icons of people join hands to create a “C” monogram cupping the name.

On its website, the credit union says the new logo represents “our members, staff, community and our partners all working together — hand-in-hand — connected as one, for the mutual benefit of us all.”

Key Question: How comfortable would you be handing a strategic brand decision like this over to the general public?

In an interview with The Financial Brand, Cas Scott, the credit union’s Marketing Manager, said “I’ll be honest, there were initial apprehensions,” Scott said. “But this soon gave way to excitement as the concept grew on our management team.”

“Many of our current members founded Companion Credit Union, so it only seemed fitting that they would be a part of our new journey and direction,” Scott added.

The credit union gave the membership three choices:

Option A – Opts for a dramatic square instead of a circle.

Option B – Only minor alterations to the old logo, mostly eliminating the pixels.

Option C – A combination of four people linked together.

A new slogan is the centerpiece of the credit union’s new brand positioning, featured in TV spots stressing a message of dialogue and interpersonal communication between the credit union and its membership.

“We’re Listening” will replace the previous tagline “Your Personal Financial Companion.”

According to research conducted by the credit union, Scott said the new slogan “better reflects the relationships we have with our current members, and adds-in the warmth and emotive feelings they have with us.”

The credit union’s corporate website will be re-launched in two weeks with the new logo and slogan.

Companion’s TV spots prove you don’t have to be a billion-dollar credit union
to get commercials on TV. They produced a series of three spots that use only still images
but they keep them moving at a healthy clip.

A fledgling microsite used to launch the campaign aspires to be something along the lines of a community portal/local social media hub.

There’s also a 12-minute history video you can watch.

Hampden Bank’s campaign, called “Evolved,” portrays out of town competitors as corporate dinosaurs that adversely affect local prosperity. The ads depict creatures with names like the “VelociMerger,” “Bureaucradon” and the “Bully Mammoth.”

The campaign included television, radio, billboards, bus graphics and print ads.

VelociMerger

The copy reads “Banking has evolved beyond the battling corporate monsters. Hampden Bank, indigenous to Western Mass., is more adaptable to your needs – online, in person, at ATMs or even in another language. Cold-blooded, out-of-town banking is about to go extinct. It’s nature’s way of telling you there’s a better way to bank just around the corner.”

Bureaucradon

The copy reads: “Banking has evolved beyond the complexities of corporate red tape. Hampden Bank is the next generation. Smart, flexible and adaptable to your needs – we’re more than just local and able. Cold-blooded, out-of-town banking is about to go extinct. It’s nature’s way of telling you there’s a better way to bank.”

The bank is wrapping the campaign under the slogan “A Brighter Idea.”

Agency: Winstanley Associates

In addition to winning three gold regional ADDY Awards, the national campaign was honored by the American Banking Association as one of the country’s best.

Canadian-based Lakewood and Kenora District credit unions are merging under the new name “Copperfin.”

Last week, the members of both credit unions voted overwhelmingly in support of the merger.

The new Copperfin website touts the merger’s benefits and explains the name change. The homepage takes a creative slant on the merger:

BETTER TOGETHER.
Starsky and Hutch. Peanut butter and jelly.
Lakewood and Kenora District.
Some things just work better together.

When you put two great things together, you get something even better.
It’s about synergy. It’s about community. Most of all, it’s about solutions.
That’s why Lakewood Credit Union and Kenora District Credit Union
have joined to become Copperfin Credit Union.

Copperfin’s new design style is both distinct and refreshing, representing a big visual upgrade in the two credit unions’ brand identities.

The new slogan is “Enjoy life’s possibilities.”

Copperfin falls under the same category of financial names as Red Canoe. These kinds of names are highly unique and creative, they are very trademarkable, and totally unforgettable. Both Copperfin and Red Canoe are the work of Weber Marketing Group, arguably the country’s leading financial naming firm.

Some people have complained that such names make no sense for a financial institution.

Key Question: Who says what a financial name should- or shouldn’t sound like?

Reality Check: There are no rules. If there are rules, they will be summarily ignored by breakthrough brand builders.

Before you rush to criticize a name like Copperfin, just remember: Many of the world’s most successful brands have names that — on the surface — make absolutely no sense at all: Old Navy, Starbucks, Gap, Apple, Virgin.

Key Insights: Name changes are subjected to a level of scrutiny that existing brands never endure. There’s something irresistable about comparing an old name to a new name. And generally speaking, people don’t like change.

Here’s a companion to The Financial Brand’s compilation, The Biggest List of Financial Slogans Ever.

Let’s take a look at the types of financial slogans out there, and four myths people commonly apply when picking a financial slogan.

Myth #1: Great slogans have to be short.

Reality: While having a short slogan can aid memorability, the majority of financial slogans are 4- or 5-words long.

The most important factor defining a slogan’s greatness seems to be its underlying concept. Does it tell a story? Sometimes, the story you may want to tell will take more than four or five words.

• “There’s some things money can’t buy. For everything else, there’s Mastercard.”

Myth #2: One type of tagline is better than another.

Reality: There are four things a great slogan should be — unique, relevant, credible and memorable. Other than that, there are no rules.

Unfortunately, many slogans fail one or more of these criteria. Some because they use vapid or common terms. Some have a message that doesn’t mean much. And others fail the credibility test because the brand doesn’t live up to the slogan’s promise.

Check out NationalCity. They are a good example of a financial institution delivering on its slogan, “Banking Made Simple.”

For the thousands upon thousands of taglines that have been- and are being used in the financial industry, they all fall into one of a few basic categories:

1. Extend a promise. U.S. Bank. – “Five Star Service Guaranteed”
2. Convey a benefit. American Express – “Do more.”
3. Amplify a difference. AIG – “We know money.”
4. Acknowledge a truth. Abbey National Bank – “Because life’s complicated enough.”
5. Express character or personality. Merrill Lynch – “Be bullish.”
6. Reflect values or focus. First Citizens Bank – “We value relationships.”
7. Three. Word. Tagline. Standard Bank – “Simpler. Better. Faster.”
8. Serve as a rallying cry. WaMu – “Whoo hoo!”
9. Ask a question? Capital One – “What’s in your wallet?”

Many of the most effective slogans share one trait in particular: They have been used consistently for many years.

Myth #3: Financial slogans need to sound financial.

Reality: “Sounding financial” is a surefire way to blend in.

Here is a visual map of the most common words used in financial slogans:

This visual map was created from the slogans listed in The Biggest List of Financial Slogans Ever. The words that occur most commonly are relatively larger in scale. The most common words are bank, money, people, make, banking, better, life, together, tomorrow, ideas, know, first, get, just, financial, things, etc.

You can almost mashup any two or three words in the cluster and you’re well on your way to making a slogan that sounds financial.

Myth #4: You must have a slogan.

Reality: No you don’t.

Slogans, taglines, mantras, catchphrases, positioning statements, rallying cries. Call them what you will, but countless financial institutions have them. Banks, credit unions, insurers and credit card companies — all of them vying for a small piece of consumers’ minds with a (hopefully) pithy piece of language.

Here is the largest collection of financial slogans you’ll find anywhere. Interesting and noteworthy slogans have been highlighted. This list includes both past and present slogans.

[Editor: All slogans are ™ or ® by their respective owners. This compilation is © 2008 by The Financial Brand. See also, The Comprehensive Guide to Financial Slogans.]

• Abbey National Bank – Because life’s complicated enough.
• Abbey National Bank – Get the Abbey habit.
• Abbey National Bank – Investments with Abbey endings.
• Abbey National Bank – More ideas for your money.
• Abbey National Bank – Turning banking on its head.
• ABN AMRO Bank – Making more possible.
• Absa Bank – Today. Tomorrow. Together. « ARTICLE »
• Achieva Credit Union – Dream it. Achieve it.
• Addison Avenue FCU – We listen. You prosper.
• Afena Credit Union – We’re already there.
• AIG – We know money.
• AIG – The strength to be there.
• Air Force FCU – A higher financial altitude.
• Al Hilal Bank – It’s all about you.
• Alliance & Leicester – Now that’s a real plus!
• Allianz – Insurance solutions from A to Z.
• Allianz – The Power on Your Side
• Ally Bank – Straightforward. « ARTICLE »
• Alipine Bank – A bank you actually like.
• Allstate – You’re in Good Hands
• AltaOne FCU – Reach new heights.
• Amcore Bank – Making It Easy for You
• American Eagle FCU – The right way to go.
• American Express – My life. My card.
• American Express – Do more.
• American Express – Don’t leave home without it.
• American Express – OPEN
• American State Bank – Banking for you.
• Amica – We keep our promises to you.
• Amplify FCU – Bank less. Live more.
• AmSouth Bank – The relationship people.
• Anchor Bank – Banking beyond the ordinary.
• Apple Bank – We’re good for you.
• Arizona State Credit Union – One State of Mind.
• Aviva – Taking care of what’s important.
• Aviva – Forward Thinking
• Astoria Federal Savings – Putting people first.
• ANZ – The better we know you, the more we can do.
• B Pay – Easy as can B
• Bank2 – Twice the Bank
• Bank of America – Bank of Opportunity
• Bank of America – Embracing Ingenuity
• Bank of America – Higher Standards
• Bank of New Zealand – Bank Smarter
• Bank of the Philippines – We’ll take you farther.
• Bank of Westport – Get the attention you deserve.
• Bank of the Southwest Credit Union – True to you.
• Bank of the West – Getting Bigger by Acting Smaller
• BankWest – Happy Banking « ARTICLE »
• BankUnited – It’s a local thing.
• Barclays – Now there’s a thought.
• Barclays – Fluent in finance.
• Bancorp South – Right where you are.
• Bay Fed Credit Union – A richer journey.
• Beacon Credit Union – Guiding the Way
• BECU – More than just money.
• Beneficial Bank – Starting now
• BB&T – There’s opportunity here.
• BNP Pariba – The bank for a changing world.
• BNZ – Better off.
• Bridgewater Credit Union – Where membership matters.
• Bridgeway FCU – Spanning life.
• Capital One – What’s in your wallet?
• Capitol Federal – True Blue for over 110 years
• Central Star Credit Union – Shining Solutions
• Charles River Bank – smooth banking ahead
• Chase – What matters most. « ARTICLE »
• Chase – Your Choice Your Chase
• Charter Oak Credit Union – Relationships beyond banking
• CIBC – For what matters.
• Citi – Let’s get it done.
• Citi – Live Richly
• Citi – Never Sleeps. « ARTICLE »
• Citizens Bank (a) – Not your typical bank.
• Citizens Bank (b) – Bank Your Own Way
• Citizens Republic – Let’s make it happen.
• City National – The way up.
• CoastHills FCU – Bank among friends.
  
• Colonial Bank – You’ll like it here.
• Commerce Bank – Ask. Listen. Solve.
• Companion Credit Union – We’re listening…
• Compass Bank – Just a little better.
• CommSec – Better together. « ARTICLE »
• Commerzbank – Ideas ahead.
• Community Bank of Pleasant Hill – Where Your Future Shines!
• Community Credit Union of Florida – Clearer. Smarter. Brighter. Better.
• Community Resource Credit Union – Your better choice.
• Continental Savings Bank – Money. Wise.
• Copperfin Credit Union – Enjoy life’s possibilities. « ARTICLE »
• County Bank – Times are tough. « ARTICLE »
• Credit Union of Southern California – Committed to Worldclass Service
• Darby Bank – A refreshing change in banking.
• Deepwater Industries FCU – Your financial anchor.
  
• Deutsche Bank – A passion to perform.
• Discover Card – It pays to Discover.
• Discover Card – Brighter.
• Downey Savings – The Friendlier, Easier Place to Bank
• e Federal Credit Union – Envision More!
• EastWest Bank – Your Financial Bridge
• Eclipse Bank – A fresh way to bank.
• Edward Jones – Making Sense of Investing
• Egg – Let’s sort money out.
• El Banco Deuno – The new bank for the new Mexico
• Elevations Credit Union – Your partner to new heights
• EvergreenBank – Where you know your banker and your banker knows you.
• Fairless Credit Union – Exceeding Your Expectations Everyday.
• FedChoice FCU – Altogether Better
• Fidelity Investments – Smart move.
  
• Fifth Third Bank – The things we do for dreams.
• Fifth Third Bank – The only bank you’ll ever need
• FirstBank – Stability Strength Safety
• First Banking Center – Hometown banking at its best.
• First Citizens Bank – We value relationships.
• First Citizens – We’re on it.
• First Credit Union – Feel Valued – Be Rewarded
• First Federal – You’re First
• First Horizon – All Things Financial
• First Market Bank – Bank Smart. Bank Happy.
• First National Bank – One with You.
• First Tech Credit Union : think forward
• First Tennessee – Powering your dreams
• Fitzsimons Credit Union – It Fits You
• Flagler Bank – That’s the Flagler edge!
• Flagstar Bank – The new wave in banking. « ARTICLE »
• Florida Commerce Credit Union – Committed to You!
• Fortis – Solid partners. Flexible solutions.
• Frost Bank – We’re from here. « ARTICLE »
• GEICO – So easy a caveman can do it.
• Goldman Sachs – Our client’s interest always comes first.
• GTE Federal Credit Union – Let’s get going.
• Grow Financial FCU – More in Return.
• Hampden Bank – A Brighter Idea.
• Hancock Bank – Follow the Light.
• Harbor Credit Union – All you need is us.
• Harris Bank – WE’RE HERE TO HELP.
• HSBC – The world’s local bank. « ARTICLE »
• Huntington – A bank invested in people.
• Hudson City Savings Bank – Bank on Better Values
• Hyperion Bank – Experience Banking in HyperDrive
• Industrial Credit Union – It pays to be a member.
• IndyMac – Raise your expectations
• IBC Bank – We Do More
• ING Direct – Save Your Money
• Interra Credit Union – Times change. Values don’t.
• Intrust Bank – Yes you can
• iQ Credit Union – Financial intelligence pays off.
• John Hancock – The future is yours.
• Johnson Bank – We’ll treat you like family.
• JP Morgan Chase – The right relationship is everything.
• KeyBank – The solution is Key.
• KeyPoint Credit Union – Get more. That’s the point.
• KeyPoint Credit Union – Build Your Net Worth.
• Kiwi Bank – It’s ours
• LA Firemen’s Credit Union – Yeah, we get it.
• Lakeland Bank – INTERESTED INVESTED INVOLVED in you!
• Legacy Credit Union – A legacy of service.
• Legacy Community FCU – Where you should be.
• Lehman Brothers – Where Vision Gets Built
• Lincoln Financial Group – Hello future.
• Lloyds TSB – For the journey
• Lockheed FCU – A more rewarding relationship.
• Mazuma Credit Union – We’re all about you.
• Meridian Trust FCU – Today. Tomorrow. For a lifetime.
• Merrill Lynch – Total Merrill
• Merrill Lynch – We see your financial life in total.
• Merrill Lynch – Be Bullish
• Metro Bank – Moving You Forward
• M&I Bank – Banking the way it was meant to be.
• M&T Bank – Understanding what’s important
• Macquarie Bank – Forward thinking.
• Mastercard – There are some things money can’t buy. For everything else, there’s Mastercard.
• Mastercard – Priceless.
• MB – My bank.
• Mellon Financial – The Difference is Measurable
• Metlife – Have You Met Life Today?
• Metlife – For the if in life.
• Metlife – Get Met. It pays.
  
• Midland Bank – The listening bank.
• MilePost Credit Union – Your goals. Your path. « ARTICLE »
• Mission FCU – Banking smarter. That’s your mission.
• Mountain High FCU – Our Highest Interest is you!
• Morgan Stanley – One client at a time.
• Morgan Stanley – World Wise
• Mutual Bank – Go ahead…live a better life!
• NAB – A little word for a big life.
• National City – Banking Made Simple
• National City – It’s not just banking. It’s National City.
• Nationwide – Nationwide is on your side.
• Natwest Bank – Another way.
• Natwest Bank – To save and invest, talk to Natwest.
• Navigant Credit Union – Enjoy life’s journey.
• New York Life – The company you keep.
• NewAlliance – Capital ideas. Human values.
• Norwich Union – Ready for tomorrow? Make sense of it all with Norwich Union.
• Norwich Union – Let us quote you happy.
• Norwich Union – Together we’re stronger.
• Northwest Savings Bank – Where People Make the Difference
• Northern Trust – What really matters.
• Numerica Credit Union – Hometown banking. Real value.
• Numerica Credit Union – We might just be what you need.
• O Bee Credit Union – Refreshingly Familiar.
• OnPoint Credit Union – Real. Smart. Value.
• Pentagon FCU – Superior Rates. Proven Service.
• Pacific Life – The power to help you succeed.
• Planters Bank – All About You!
• Plus4 Credit Union – Count on it.
• PNC Bank – Leading the way. « ARTICLE »
• Point Loma Credit Union – Guiding you to your future.
• Power Financial Credit Union – Great rates. Smart banking.
• Provident Bank (NY) – Connecting People with Opportunities
• Provident Bank (DC) – Just the right size for you.
• Prudential – Get a Piece of the Rock
• Prudential – Strength of Gibraltar
• Prudential – Growing and Protecting Your Wealth
• RBC – Let’s do something giant. « ARTICLE »
• RBC Insurance – First for you.
• Red Canoe Credit Union – Your dreams. Our passion.
• Red Crown Credit Union – It’s not just service. It’s personal.
• Regions Bank – It’s time to expect more.
• Rivermark Credit Union – Banking unbound.
• Royal Bank of Canada – The helpful bank.
• Regions Bank – It’s time to expect more.
• Royal Bank of Scotalnd – Where people matter.
• Royal Bank of Scotland – Make it happen.
• SAC Federal Credit Union – Better Banking.
• Schwab – Talk to Chuck.
• Scottrade – More broker for your money.
• Scotiabank – Life. Money. Balance both.
• Scotiabank – You’re richer than you think.
• Security Bank – Managing Together, For Tomorrow
• Service 1st Credit Union – Friends you can bank on.
• Sharebuilder – Investing made easy.
• Sharonview FCU – With us…it’s personal.
• ShoreBank – Let’s change the world.
• Skyebank – Expanding your world.
• Southern Missouri Bank – The Southern Hospitality Bank
• SouthTrust Bank – You’re not just another customer. We’re not just another bank.
• Sovereign Bank – America’s Neighborhood Bank
• Standard Bank – Simpler. Better. Faster.
• Standard Bank – Inspired. Motivated. Involved.
• Star Financial Bank – The Perfect Fit.
• State Farm – Like a good neighbor, State Farm is there.
• Sterling Savings Bank – The Perfect Fit Bank.
• Sterling Savings Bank – Now More Than Ever.
• SunTrust – How can we help you?
• SunTrust – Seeing Beyond Money
• SunTrust – Live Solid. Bank Solid.
• Susquehanna – A smarter way to money.
• Sydney Credit Union – More generous banking.
• T. Rowe Price – Invest with confidence.
• Taleris Credit Union – Value. Service. Excellence.
• TD Bank – America’s Most Convenient Bank « ARTICLE »
• TD Canada Trust – Banking can be this comfortable.
• TD Waterhouse – Wealth of Experience
• Thrivent – Let’s thrive.
• TIAA CREF – Financial Services for the Greater Good
• Toronto Dominion – The Bank Where People Make the Difference
• Transamerica – The power of the pyramid.
• TruGrocer Credit Union – Just for you.
• Trustmark – People you trust. Advice that works.
• TruWest Credit Union – Going your way.
• TSB Bank – You first.
• UMB – Count on more.
• UBS – You & us. UBS.
• U.S. Bank. – Five Star Service Guaranteed
• U.S. Bank – Yes, the future looks brighter with US
• U.S. First Credit Union – NOT A BANK
• UBS – Here today. Here tomorrow.
• Union Bank of California – Invest in you
• Union Planters Bank – SOLUTION: Union Planters Bank.
• United FCU – We’ll get you there.
• USA Federal Credit Union – 180° from banking.
• USA Federal Credit Union – Get there. Start here.
  
• USAA – We know what it means to serve.”
• Utah First Credit Union – Help you can bank on.
• Utah First Credit Union – Different by design.
• Vancity – We All Profit
• Vanguard – Investment costs count
• Vantus Bank – It’s that simple.
• Via Credit Union – Success takes direction.
• Visa – It’s everywhere you want to be.
• Visa – Life takes Visa.
• Visterra Credit Union – Truly you.
• Wachovia – Uncommon Wisdom
• WaMu – Whoo hoo! « ARTICLE »
• Washington Mutual – More human interest.
• Washington Mutual – The friend of the family.
• Watermark Credit Union – You can count on us.
• WaterStone Bank – It’s all here for you. « ARTICLE »
• Webster Bank – We Find a Way
• Wells Fargo – The next stage.
• West Bank – Decidedly Different.
• Whitney – It takes a Whitney Banker.Xceed FCU – At work for you. « ARTICLE »
• Woodstone Credit Union – Where relationships mean more.
• Workers’ Credit Union – Doing what’s right…for you.
• Zions Bank – We haven’t forgotten who keeps us in business.
• Zurich – Because Change HappenZ

If you have a slogan you’d like to see added to the list, either post it in the comments below or contact The Financial Brand. Note: All taglines must be verifiable for inclusion. We’ll try to get everyone’s submissions in, but there’s no guarantee.

[Editor: This list took a significant investment of time to compile. If you’d like to reprint it,

RBC Centura Bank recently announced it is dropping Centura from its name and is now RBC Bank.

This name change brings into a focus an interesting naming phenomenon in the financial industry: redundant acronyms.

Take “ATM Machine” for instance. ATM stands for “automatic teller machine,” so why is there the extra “machine?”

Same thing with “PIN number.”

Then there’s the DHCU Community Credit Union and DFCU Financial Credit Union.

RBC already stands for Royal Bank of Canada, so why is the extra “Bank” needed at the end of the new RBC Bank name? Isn’t it repetitively redundant (to make a point)?

At least they didn’t go with the unsightly word jumble RBC-USA.

In an earlier name change for the bank, back when RBC acquired Centura Bank in 2001, they adopted the predictably safe A+B naming mashup that merging companies are so fond of (think “AOL Time Warner”):

RBC + Centura Bank = RBC Centura Bank

At least back then it made some sense to keep “Bank” at the end of RBC Centura Bank because “Bank” was part of the second bank’s full name.

RBC Name Change Brings New Brand
This most recent name change gave the bank the opportunity to rebrand with a new look and new slogan:

The “Let’s do something giant” tagline is intended to suggest themes such as “partnering together” and “major accomplishments,” but it could also evoke notions of “bigbankness.” The word “giant” is different and unexpected, but it also seems to run counter to today’s prevailing “think-small-and-save” mindset.

The new logo creates an awkward amount of space between the RBC shield and the RBC Bank name. The distance is an uncomfortable divorce, and makes it look like the name is a visual afterthought.

Key Takeways:

• If you’re going to pursue a name change, it may seem easy to become XYZCU. But this is one of the weaker directions you can choose.
• You can avoid running into problems with redundant acronyms by never reducing your name to an acronym in the first place.
• Going with an acronym strips away the uniqueness of your name, leaving you with a cold series of meaningless letters
• Using acronyms means the rest of your brand will have to work that much harder to create relevance and meaningful differentiation.

Brunswick Employees Federal Credit Union says it will become Port City Federal Credit Union in its monthly newsletter.

The name ‘Port City’ is a common reference to the city of Muskegon on the eastern banks of Lake Michigan where the credit union is based.

The $20 million credit union says it is changing its name to support the county-wide community charter it recently received, although they may have been given a mandate from Brunswick, a company best known for their billiards equipment.

The name change comes with a new tagline: “Your Community Credit Union.”

The change reflects a continuing trend where the historical ties between well-known brands and their credit unions are being severed, presumably to protect the integrity of the parent brand.

If that’s the case, then we should expect a similar announcement from Brunswick’s other credit union soon, also named Brunswick Employees’ Credit Union with $7 million in assets and about 1,300 members.

1st Trust is spending more than $1 million on all aspects of the name change, including creative and legal costs as well as new signage, stationery and marketing to introduce the name to the public.

This announcement comes almost a month in advance of a vote by the bank’s 800 shareholders, presuming a favorable outcome.

The bank is so confident that shareholders will approve the name that they have already produced a new logo, a “Great Together” tag line, color scheme, bank stationery, billboards, newspapers and other advertising. The bank plans to install building signage within two weeks of the shareholder vote

1st Trust chairman Kirk Bailey said the bank positioning the bank to”break out of the pack.” In the bank’s market, there were at least 16 financial institutions with “First” or “Trust” in the name.

For more than a year, 1st Trust worked with an advertising and marketing firm to come up with a name that the bank liked and, more importantly, was available.

1st Trust president and CEO Bill Menkel said hundreds of names were considered. Eventually three or four were picked and put on everything from mugs to business cards and in a variety of styles before ‘Magna Bank‘ came out on top.

Menkel wanted something short that denoted strength and, preferably, that started with an ‘M.’

“‘M’ is a good letter for this market,” he says, because of inferences to Memphis and Mississippi, a possible future market, that creates marketing possibilities. “We can do some neat things with the logo.”

The bank’s press release says that the name “will be announced officially to the bank’s 150 employees next week,” although it’s likely that they will already know after reading the press release.

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