The Phoenix Will Rise…

… Out of a Bad Economy

Tough time all around, but those who are getting creative and innovative in order to ride out the storm are the ones who may come out in a better position once the dust settles. That might translate to better products, more tailored services, more thoughtful approaches, or simply a repositioning of a brand message.

The old First Citizens' Federal Credit Union logo

What better industry than banking to step up and declare yourself a leader – differentiating from the big bad banks and giving the people a safe haven to keep their money secure.

Earlier today, First Citizens’ Federal Credit Union announced a new marketing message, “Think First.” The slogan is meant to remind customers to be careful and deliberate when making financial decisions. But wouldn’t it be more powerful if this message were openly intended for the bank itself? Wouldn’t that give customers the peace of mind they’re likely seeking?

Perhaps they are practicing what they preach. The new branding will take effect gradually, with the website and some signage changing immediately and forms and documents changing once current supplies run out. Now that at least screams responsibility to me.

The new First Citizens' Federal Credit Union logo.

The new logo is a bright blue square with a simple, sans-serif F in the upper right corner, tilted so that the letter bleeds off the edge of the square. Compared to the former 20-year old burgundy logo with traditional lettering, beveled edges and a stuffy, law-office feel, this new logo is upbeat and positive. According to SouthCoastToday.com news, “The angle and location of the letter is intended to evoke the roof line of a house, suggesting the credit union’s commitment to community banking.”

The credit union is hoping customers will see First Citizens’ as competitive with the local and regional banks and not limited to workers in a specific industry. The new logo and message aims to add to the customer base. Chief executive officer Peter Muise said, “It’s an image that will prompt people to think ‘modern, efficient, invigorating,” he said. “This is kind of a bold statement at this time. We’re not hunkering down — we’re reaching out.”