5 Truths About Rebranding (What I Learned)

Kelley Parks is creator of gira{ph}, and former VP/Marketing & Business Development at Call FCU. These days, Kelley has teamed up with iDiz to help credit unions discover and amplify what is unique about their organization and create chemistry with consumers. Kelley is a regular contributor to SharediDiz and an Editor for CUWaterCooler.com. Here Kelley shares what she learned while rebranding Call FCU (see the companion article, “A Doodad Logo and an iDude Mascot.”)

1. Rebranding exposes your credit union on all levels.

It brings to the surface the deep dark secrets that are uncomfortable to talk about. Are you ready to open the closet door and free the skeletons? To rebrand effectively you have to be willing to talk about your weaknesses.

2. Rebranding is emotional.

If you want to butt heads and become unpopular with your management team and board members, rebrand your organization. When the going gets tough, you find out very quickly who is committed and driven to take your organization to a new level. Unfortunately, not everyone shares the same levels of passion and enthusiasm.

3. Rebranding takes an “outside in” approach.

You’re too close to your organization to really see what needs to be changed. Have noticed how big a forest is when you’re standing in it? You have to stand back at a distance to see really appreciate the whole thing. It really helps to hire experts who can help you stay out of the weeds and see the organization from 35,000 feet.

4. Rebranding isn’t about a consensus of opinion.

As soon as you start rebranding, everyone in your organization suddenly becomes an expert in things like logo design. You need to resist the temptation to please everyone. Whatever you do, don’t water down your brand. If everyone likes something, then there’s a good chance no one will absolutely love it.

5. Rebranding is initially shocking.

Change is hard for most people. It’s especially hard for those that have been with the organization a long time. People have always associated your organization with the old logo and colors. Seeing it in a new image takes time to digest. Those that have creative vision may see the potential immediately, but be patient with those that don’t. The challenge is to get people who were committed to your organization in the past excited about your future.

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