GTE Federal Credit Union
GTE Federal Credit Union was wrestling with a few issues. They had recently acquired several small, local credit unions and were experiencing cultural misalignment with their employees.
They also needed to differentiate themselves from their competitors and develop a value proposition and common language that all of their employees could align with to deliver the differentiated message.
To assist in gaining a better understanding of the current brand both inside and outside, Brand Tool Box completed a Brand Discovery and Brand Assessment Research study. This helped us determine the members’ perceptions of the brand as well as what is most important to them in their relationship with GTE Federal Credit Union.
We then developed a brand platform that helped unite the fractured cultures inside the organization and helped differentiate GTE Federal Credit Union in the marketplace. After the development of the brand platform, Brand Tool Box implemented an internal brand-building program.
GTE Federal Credit Union has trained all 600 of their employees and has a unique value proposition to offer to its members and its marketplace. Employees are aligned with the brand and have a common understanding of how to deliver the brand’s distinctive value to their members.