THE TRANSFORMATION OF
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Chapter One: The Opportunity
With 27 competitors within a two-mile radius, Cinfed needed a strong voice and message about the unique way they serve and impact their members’ lives, and how that sets them apart in the marketplace. This was an opportunity to redefine what it means to belong to a credit union, and build a powerful story that answers the question, why Cinfed?
Chapter Two: The Challenge
Even within a small organization, there are many different ideas and perspectives on what the brand should be and represent. How do you find the commonalities between varying points of view and bring them together in a single message and vision that everyone believes in?
“Every branch, team or silo really had a different message or vision, and that was the thing we had to tackle. For us, it was starting from the beginning to understand where they’re coming from, but then helping them to see the importance of the one message and one vision moving forward, and how the power of everyone together can be strong.”
Chapter Three: The Process
The process helps bring out the unspoken, it’s incredibly inclusive of individuals and stakeholders. The amazing part is hearing stories from CEOs to branch managers and the people working with members every day, and see how while they’re different, they come together in a common theme.
Chapter Four: The Outcome
We now feel empowered, we know the message, we own the message, we know how to bring that to life. There’s so much energy and belief in what the brand is and what makes us special, and that’s now part of how we tell our story.
About the project
Check out the full case study to learn more about the journey we went on with Lauren and her team to build the new brand and bring their vision to life.
Meet our team
We would love to connect, get to know one another, share more about our collaborative process and how we can help you transform your organization from the inside out. Please contact katie.peters@intrinzicbrands.com to start the conversation.
We transform organizations, build brands, strengthen cultures, and help companies understand the most unique and valued aspects of themselves. Whether through brand development, campaign strategy, or digital marketing, our approach centers on inspiring new thinking and creative solutions for aligning the strengths of your culture and organization with the needs and interests of the marketplace. We’re a collective of talented and determined individuals who dare to make an impact on each other, the brands we help build, and the consumers they inspire.
