In May, Servus Credit Union was proud to win three Achievement in Marketing Excellence Awards from the Marketing Association for Credit Unions. The awards recognized the community events, marketing campaigns, and television advertisements we used to let Albertans know about our new brand last year.
If you think a brand is a logo or slogan, you’re right, but don’t stop there. It’s so much more. A brand is what an organization, product or service promises to deliver to members or customers.
Take Nike, for example. It strives to “bring inspiration and innovation to every athlete in the world.” And BMW aims to produce the “ultimate driving machine” for its customers. At Servus, we promise to deliver the “power of member banking” to our member-owners. That means we make our members the focus of everything we do.
Our brand is built around the green Servus circle. What does our circle mean? It represents both the individual member and the greater collective of Servus members. It stands for togetherness and unity. And it speaks of strength and protection. All these things give us and our members the ability to accomplish extraordinary things.
We live our brand for you
For some companies, “living the brand” might mean following mantras like “be welcoming” (Starbucks) or “treat every guest equally” (Disney). At Servus, we live the power of member banking by focusing on three pillars:
- Profit Share. As a member, you come first, so you get a share of our profits. You can get a little or a lot depending on how many products and services you have with us. The more you bank with us, the more profits we’re able to share with you.
- Committed Community Citizen. We’re part of your community, so we make an extra effort to support community initiatives that really help you and your neighbours.
- Tailored Expert Advice. We care about you, so we take time to get to know you and understand your goals. And we give you advice that fits your needs, not ours.