UNIFY – Exploring the Equity in a Name and Brand


Situation: After more than 50 years, the Executive Team and Board of Directors at Western Federal Credit Union was concerned that their name was not representative of an institution with 50 branches in 13 states, ranging from California to Virginia.

Analysis: Through extensive qualitative and quantitative research conducted among both members and non-members, the name “Western” was found to be most often associated with the West Coast or the western United States. Since the Credit Union served members all over the country and was in the process of expanding, they did not want their name (and brand) to be limiting.

Result: After careful evaluation, the name UNIFY Financial Credit Union was eventually selected as being most representative of how Western had evolved and where they want to go in the future: offering the convenience of banking anywhere you go, and being connected to the local communities they serve.