“On The Mark Strategies has extensive branding expertise while remaining open to our specific needs. They don’t just provide a cookie-cutter solution.” -Sarah Marks, VP of Marketing, Homebase CU
On The Mark Strategies performs multiple name changes for its clients every year. A new name may be necessary for a variety of reasons: expansion into new markets, welcoming new consumer segments or differentiation from surrounding businesses. And although the reasons for a name change differ, it is always a massive decision requiring the right partnership to complete.
On The Mark Strategies gives you a reliable name change process with:
- Your strategy in the driver’s seat, ensuring creative is effective (not just cool).
- A low stress, fun process designed to align the team.
- All-staff engagement with brand training to launch the new name to staff.
See how Homebase CU found value from On The Mark Strategies’ credit union naming process.
Situation
Homebase CU (previously Fort Lee FCU) is a growing credit union with a proud military heritage…but its name was holding it back. The military base connected to the credit union changed its name, and the credit union began serving 14 total counties. Many of these counties didn’t resonate with a name so heavily tied to the military. With an only two-person marketing team, credit union leaders knew they needed expert branding guidance.
Actions
On The Mark Strategies walked Homebase CU through a proprietary credit union naming process involving research and a naming workshop. During the workshop, participants:
- Receive strategic reasons for each name presented
- “Cuss and discuss” all options
- Narrow down to three or four top choices
Follow-up creative assistance is also a part of the process. This assistance includes a logo, tagline, sample branded assets and a name change kit. Sarah Marks, VP of Marketing, said this about the partnership: “The process was just awesome. On The Mark Strategies was instrumental in helping guide this team to determine the right name.”
Results
“We’ve had tremendous positive feedback from our community, staff and Board,” Marks stated. Credit union employees bought into the new brand and staff engagement is better than ever. But the name change is more than a touchy-feely improvement…it enhanced the bottom line too.
“In the last two months since the name change, each month has seen year-over-year new membership growth of 30%. On The Mark definitely hit the mark for us.”
Do you want similar value? Book a free consultation today.
