In our latest episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed bring on Bethany Dutcher, VP of Marketing at Members First Credit Union, to share insights on credit union branding, reaching younger generations, and the benefits and challenges of rebranding.
Avoiding the Five Brand Killers
According to Mark Arnold’s recent piece in CU Times, five major pitfalls can undermine a credit union’s brand: lack of ownership, lack of consistency, lack of storytelling, lack of real differentiation, and lack of niches. Bethany points out that differentiation may be the biggest killer of all, warning that a brand is more than just logos and slogans—it’s about how people feel when they encounter it. With consumers seeing thousands of brands per day, credit unions must identify their core essence and authentically communicate it.
Becky offers a complementary perspective: effective branding parallels effective leadership. Messaging about the credit union’s values and goals must align with the member experience. She highlights that if employees or members discover a disconnect between what the credit union says and what it actually does, the brand loses credibility. A frequent mistake is flipping messages too quickly, which erodes consistency. Both Bethany and Becky remind leaders that repeating the same story—even to the point of tedium—can be necessary to ensure it actually resonates with both employees and members.
Gen Z Gaps
With Millennials and Gen Z already over half of the American population, credit unions face an enormous opportunity—yet only 5% of these groups currently choose credit unions. Bethany, a mother of two Gen Z sons, believes there’s a disconnect between what credit unions offer and the younger generation’s perception. She observes that this demographic wants brands aligned with their values, and credit unions have a compelling story to tell—they just need to tell it more effectively.
The practical side of reaching younger members often hinges on convenience. Bethany’s own credit union has focused on improving mobile banking, streamlining account openings, and enhancing online channels so members don’t have to visit a branch if they don’t want to. Becky concurs, noting that too many credit unions emphasize interest rates instead of showcasing their unique roles as community-driven financial cooperatives. She also warns that subpar digital experiences can quickly drive younger members away, no matter how good the rates or values. Both believe credit unions must ensure every customer journey—from opening an account to accessing mobile tools—matches the positive branding they present.
Rebranding for Real Growth
Sometimes a credit union’s most significant transformation comes not from merging but rebranding. Studies show that credit unions which undergo a thoughtful rebrand can experience notable asset growth. Bethany recalls leading a major rebrand at Members First Credit Union and emphasizes the importance of knowing the “why” before focusing on creative design. She surveyed all 260 employees to understand how the brand was perceived internally, then channeled that feedback into specific objectives.
A cross-department “brand team” proved crucial in carrying the new brand’s message forward; by involving employees at every level, Bethany created a community of brand advocates. Becky applauds this approach, cautioning that a rebrand doesn’t necessarily mean adopting a new name. Instead, it’s about rooting decisions in the credit union’s authentic story—something Becky believes many credit unions overlook. Finding a strategic partner specialized in credit union branding can help leaders navigate this complex process, ensuring design, messaging, and execution all align with the organization’s true mission.
Bethany underscores that rebranding can be a big investment—new signage, updated websites, redesigned materials—but it pays off when done correctly. A successful rebrand unifies internal culture with external perception, setting the stage for sustained growth
Full Transcript
Joshua Barclay: Hello, credit union leaders. Here’s what we have for you today. First up, the five branding mistakes that could sink your credit union and how to avoid them. Next up, Millennials and Gen Z—they’re the future of credit union growth, but how do you turn them into loyal members? And finally, rebranding. What does it really take to give your credit union a bold new identity?
Hello, everybody. Welcome to “Grow Your Credit Union.” This is the podcast where credit union leaders gather, learn, and grow. I am your host, Joshua Barclay, and I am with my co-host—you know who she is. She’s the defy queen, she’s the talk of Texas, she’s been by my side since the beginning of this show—Becky Reed. What is up?
Becky Reed: Howdy, y’all.
Joshua Barclay: Becky, I gotta tell you, I just got married, and people listening are going to go, “No, no, this is a shtick.” This is not a shtick. I literally got back from the courthouse about an hour ago. I am officially a married man, Becky.
Becky Reed: Wow. That’s really impressive, Josh.
Joshua Barclay: You say that like, “Wow, I can’t believe anybody would marry you, Josh.” But Becky, you’ve been married for a while, so give me a little bit of a history. I don’t know. Tell me about your wedding. We never talk about this kind of stuff.
Becky Reed: Oh my gosh. Okay, well, I got married in 1988. Alright, so this is how long I’ve been married—forever. I was a little tiny baby girl in 1989, but my wedding literally was exactly what you would expect. I didn’t do a big wedding—I’m not a big-wedding girl, right? My husband had one best man. I had a bridesmaid. That was it. A small church, and my parents and the people I grew up with in my church did the whole ceremony. So it wasn’t anything fancy, but it was very ‘80s. My husband’s tux was really super shiny—when you look back on it, you’re like, “Oh my gosh.” It’s so funny to look at those pictures from back then.
Joshua Barclay: Well, I don’t know if I’m going to be wearing a shiny tux. We did the legal proceedings, but I have to have an official “wedding wedding” now, so we’ll see where that goes. Kicking things off, Becky, we have a cool episode today because we’re going to talk about something you’ve been harping on for a while, which is positioning, marketing, branding—the notion that while all these credit unions are slinging the same products, there’s a story each one could tell around individuality and uniqueness. That’s why we brought on today’s guest. I’m talking about the VP of Marketing at Members First Credit Union, Bethany Dutcher. Bethany, welcome to “Grow Your Credit Union.”
Bethany Dutcher: Thanks for having me, and congratulations on your wedding.
Joshua Barclay: In a recent opinion piece in the CU Times, Mark Arnold writes about the five mistakes that will kill your CU’s brand. Here they are:
- Lack of ownership
- Lack of consistency
- Lack of storytelling
- Lack of real differentiation
- Lack of niches
Bethany, of these five mistakes, which do you think is the biggest brand killer for a credit union?
Bethany Dutcher: Well, let me start and tell you that I love that you shared a Mark Arnold story. Mark was incredibly inspiring to me early on in my career. I heard him speak at a conference, and he was talking about making his car into a traveling university—really about how to set yourself apart from others by learning and making the most of your time. That’s something I’ve continued to do up to this day. Anytime I see Mark Arnold in an article, it always inspires me to think, “How can you learn as much as you can?”
You asked which is most important, but I really want to focus on differentiation. Branding is truly about creating an emotional connection between a brand and its audience. Sometimes there’s a perception that branding is about logos and colors and slogans, but it’s really about how it makes people feel. I always think of it as: What is that immediate reaction or feeling in your stomach when you hear about a company?
How you differentiate yourself as a brand is what will set you apart. I read a statistic last year saying that the average consumer sees between 4,000 and 10,000 brands in one day. If you ever go to bed at night and think, “Oh my goodness,” it’s because you’ve been exposed to so many brands. Our job as marketers is: How do we pop out of that clutter so that, at the end of the day, someone will remember our credit union if they’re not already familiar with us?
One of the most important things is to identify your brand essence—really showcasing your culture, your vision, what’s at the heart of your credit union. We’re all offering a lot of the same products and services, but what truly makes us different, and how do we share that story? Bringing your brand to its most authentic self is a powerful way to differentiate. A lot of people want to align with a company that has the same mission and values that they do, and that will attract people to your brand.
Joshua Barclay: Becky, talk to me about branding. You’re a longtime CEO in the space. When you think about credit union branding, do you think about it differently from how Apple would brand or how other organizations would brand? Because I say that knowing you’re all selling basically the same financial products, but in reality, all companies are kind of selling the same things. How do you think about branding in the credit union space? Is it different? Is it the same?
Becky Reed: Well, I think it comes down to experience—focusing on the member experience. I’m going to equate branding with leadership. One of the things that is important about leadership is the employee experience, right? And employees have a particular experience based on how the leader behaves, not just what the leader says. It’s “walk the talk.” You have to do what you say you’re going to do. It’s very similar with branding: You can put all sorts of messaging out there about your credit union—“We believe in helping the community,” “We have the best rates,” “We have the easiest process”—whatever you’re talking about when selling something. But if the experience doesn’t match what you’re telling people—if you’re not walking the talk—your brand falls short.
So to me, branding is very similar to leadership.
Joshua Barclay: Bethany, going back to Mark’s article about brand killers, is there anything that stands out as a major mistake credit unions tend to make?
Bethany Dutcher: A lack of consistency. Sometimes in marketing, we have to keep sharing the same story—and sometimes as marketers, we may get exhausted by it, but our community might just be hearing it for the first time. You’ll see some brands flip and change what they’re saying too quickly, and it loses traction.
Joshua Barclay: That’s interesting because I know politicians repeat themselves constantly, and we sometimes forget not everyone has heard the message the first time. Becky, would you second the idea that we’re not consistent enough in running these ideas or these messages long enough?
Becky Reed: I’d bring it back to leadership again. A big part of leadership is communication. One thing I’ve learned as a leader—and it applies to branding as well—is if you’ve said it once, you need to say it a hundred times. Even if you’re tired of it, say it again, because even your staff may not be hearing the message completely. As human beings, we get tired of repeating ourselves, but repeating that message over and over, and living that message, is critical in both leadership and branding.
Joshua Barclay: Bethany, closing this segment out, do you think a lot of credit unions flip-flop because they’re not sure whether the message is effective?
Bethany Dutcher: Possibly. I think sometimes we don’t give ourselves enough time to see how much traction it’s really getting—we’re looking for an overnight success. A brand is a marathon, not a sprint.
Joshua Barclay: With Millennials and Gen Z now making up over half of Americans—and with a 73 trillion generational wealth transfer on the horizon—credit unions face a huge opportunity. But there’s also a big challenge: Currently, only about 5% of these younger generations are credit union members. Bethany, as a marketing leader, you know how critical it is to reach this audience. Let’s tackle one of the most discussed issues in the credit union space: How can credit unions attract and engage younger members, and what specific strategies have you seen that resonate most with Millennials and Gen Z?
Bethany Dutcher: Sure. This one is a hot topic for me. I have two Gen Z sons, and Millennials and Gen Zers want brands that align with their values—but they’re not choosing to bank with credit unions. That shocks me because we’re such a great fit for them. I think a lot of it goes back to: Credit unions have a huge opportunity to share their story. Many people don’t realize what a huge benefit it is to bank with a credit union and how we help communities. If we can help people with their financial well-being, that empowers communities to be stronger.
As far as strategies, we really need to focus on the experience. My two sons don’t want to spend an hour opening a new account. At Members First Credit Union, we’re looking at the member journey and how to make it more streamlined. Depending on how people open their account, where can we improve efficiency and meet them where they are? We’ve also added a lot in our mobile banking—tools for financial education, ways to check and improve credit scores, and ways to see if we can save or make you money or consolidate debt. We realize not everyone wants to come into a branch or call us on the phone. So we ask, “How can we help them in the mobile app? If that’s best for them, how do we make that experience easier?”
From a marketing standpoint, we look at how to enhance communication within our online channels if these members aren’t physically coming in. We try to do something dynamic in our community that we also show off in mobile banking, online banking, or social channels. It’s about meeting them where they are and communicating better.
Joshua Barclay: Becky, I know this is a bit of a Groundhog Day topic because it’s been discussed so often. Everyone’s talking about attracting younger members. What’s your take, from your perspective?
Becky Reed: It comes back to storytelling and branding. We do a poor job of that, as Mark Arnold pointed out. One thing I’ve said many times is, instead of focusing on low interest rates—which is what I see everywhere—we should focus on the bigger story. “We have the best interest rates” is a dime a dozen. A Gen Z person who comes to you for a low-rate car loan might not care about using you for anything else. Maybe they got their loan through an indirect channel, and that’s all they know you for.
Meanwhile, if they try to do anything else, the experience could be terrible—like opening an account that takes an hour and a half. They won’t stick around. So if your marketing is all about one product, that’s how people see you, and they don’t care about the rest. Instead, we should highlight that credit unions are financial cooperatives: “You put your deposits here, and we loan it out to help the community.” We don’t tell that story very well. We’re not showcasing our community involvement nearly enough in the spaces where the next generation actually hangs out—like Instagram, TikTok, etc.
We also do a bad job of ensuring the technology is top-notch. If the app stinks, and it takes an hour and a half to open an account, a Gen Z person might say, “Forget that; I’m going to Chase.” The perception is that dealing with a credit union can be difficult.
Joshua Barclay: Bethany, is there anything you’re actively doing at Members First Credit Union to attract younger members right now? Is it a strategic focus?
Bethany Dutcher: Yes. Internally, one of our big initiatives this year is getting all of our team members, not just member-facing, certified as financial counselors—we call them “financial coaches.” We want to be a resource for financial education. Our entire marketing team is 100% certified, and we’re looking at everything through a new lens. It’s been amazing to see how this knowledge can help everyone, regardless of age. I’m really proud of the credit union for investing in this.
Joshua Barclay: Just like a merger or acquisition can unlock new growth opportunities, rebranding can be the fresh spark a credit union needs to redefine itself, attract new members, and fuel lasting growth. Adrenaline analyzed 15 credit unions that rebranded and found that 87% saw significant asset growth. While there’s a massive opportunity for the credit unions that rebrand, there are also a lot of obstacles. Bethany, you have firsthand experience with rebranding a credit union. Tell us: What are the biggest challenges you faced while implementing your rebrand, and how did you overcome them?
Bethany Dutcher: When you start talking about rebranding, everyone gets excited. They immediately want to jump to colors, logos, and design. You have to get everyone to stop and focus on your “why”—identifying the goals of your rebrand before diving into the creative. At Members First, the first thing we did was survey all 260 team members: “What opportunities do you see with our previous brand? What feedback are you hearing from members?” We took that feedback and created goals and objectives. Some of them included:
• We have a vibrant, uplifting, and resourceful internal team, but that wasn’t always externally visible. We wanted to connect that internal culture with our community.
• We needed to market effectively to our target demographics; you can’t be everything to everyone.
• We wanted a brand that would stand apart and also grow with us.
We went through all of that before the creative phase. Then we created an internal “brand team”—members from all areas of the credit union. That was the best decision because they offered input beyond what the marketing team alone might think of. We came up with a new brand that met all our goals. Now we have 260 brand advocates—our own employees—who are loud and proud because they were involved from the start. If you’re thinking about rebranding, talk to your internal team first. It’s so important.
Joshua Barclay: Becky, we know your feelings about how credit unions often lack strong branding. What’s your advice on rebranding?
Becky Reed: One interesting thing is that it doesn’t sound like Bethany changed her credit union’s name. That’s important to note, because often people think you have to change your name to rebrand. If you pick some funky new name, you may lose the existing relationship people have with your current name. They might say, “Oh, that used to be XYZ Credit Union.”
Rebranding isn’t just about a new name; it’s what Bethany said about focusing on the why. I love Simon Sinek’s Start with Why. Each credit union has a unique origin story—sometimes it’s just three employees putting money in a cigar box to help teachers, auto workers, whoever. Then you expand, but that origin story is still special. Your why—the reason you do what you do, why you come to work every day—resonates in your brand. It goes way beyond a rename.
Joshua Barclay: Bethany, for people listening who want to rebrand but don’t know where to start, could you give some ground-level details?
Bethany Dutcher: I think it’s an exciting task. We had internal conversations about it. One of our strategic initiatives is that we want vibrant, healthy growth, and we knew a rebrand would help us accomplish that because our old brand wasn’t connecting with who we truly were. We had strong support from leadership. We also made sure to find a strategic partner that specializes in credit union branding. If you’re going to do a rebrand, yes, you can work with any marketing agency, but it helps so much to find someone who really knows credit unions. You can’t do it alone; that’s why our industry has so many wonderful partners.
Becky Reed: Yes, the collaborative nature of our industry is so important. Bringing in experts doesn’t necessarily have to cost a lot of money—there’s a wide range of affordable agencies. It can be expensive, though, because you’re changing logos, signage, websites—everything. So definitely get help, whether it’s from peers or an agency.
Joshua Barclay: I’ll close by saying I rebranded today—I’m no longer single; I’m a married man!
Becky Reed: You did. You did.
Joshua Barclay: That brings us to the end of our show. Bethany, do you have any final thoughts for our listeners—anything about what we discussed or something on your mind?
Bethany Dutcher: I loved what Becky said about our industry. Recently, a credit union reached out to me about an initiative we’re working on at Members First, and that’s what I love about credit unions: You don’t have to do it alone. Reach out to another credit union—it doesn’t have to be one in your backyard. Our industry is all about sharing and helping each other grow. It’s people helping people.
Joshua Barclay: And if someone’s listening and wants to get in touch with you, what’s the best way?
Bethany Dutcher: I’m on LinkedIn, or you can call Members First Credit Union and they’ll connect you with me.
Joshua Barclay: Are you hiring right now?
Bethany Dutcher: Yes! There’s an amazing opportunity in the Members First marketing department. Check out the posting on our website. We have a vibrant team here, and we’re looking for the right candidate.
Joshua Barclay: Awesome. Becky, final thoughts?
Becky Reed: I think branding is a buzzword that excites people, like Bethany said—it’s an exciting endeavor. But don’t forget the collaborative spirit and don’t forget about CUSOs—Credit Union Service Organizations—because they’re how credit unions collaborate. There are definitely CUSOs out there that can help with rebranding. It’s great that credit unions are going for a facelift. Frankly, the industry as a whole probably needs one.
Joshua Barclay: Becky, how can people reach you?
Becky Reed: LinkedIn, baby—LinkedIn all the way.
Joshua Barclay: Awesome. I want to thank you, Bethany, for coming on the show. Becky, as always, thank you for being the co-hostess with the mostest. And a special thanks to our listeners for continuing to support and listen to another episode of “Grow Your Credit Union.” Remember, if you like the show, follow us on your podcast player of choice and share an episode with someone who would benefit from it.
If you want to be a guest or would like to talk about sponsorship opportunities, head to growyourcreditunion.com to learn more. Thank you for listening, and we will see you next time. Take care, and buh-bye.
