New Branding Effort Employs Names Of Various Communities
Michigan's largest credit union has taken a unique branding approach that gives it both
The new DFCU Financial, formerly Dearborn Federal Credit Union, will operate as the umbrella to its six branches,
President/CEO Mark Shobe said the approach came about following in-house discussions on how the 52-year-old
Originally founded to serve Ford engineers, Shobe said, the $1.6-billion DFCU Financial now has "literally hundreds
"Today, only about 13% of members still live in Dearborn," he said, noting that the CU has six branches and is in the
For the time being, the focus will be on areas presently served.
"We took a look at the footprint of our existing members based, where they live and where they are being
Shobe added that he considered the approach a "throwback to the original idea on which credit unions were
Business will still run as usual with the manager of each branch maintaining his or her authority to run the operations
Once an outside agency provided results of member and staff surveys and focus groups, an in-house team considered
"Brand changes are not about changing the signs, he said. "It's about how you do business.
Shobe added that the plan is for members to come to know the former Dearborn FCU as the local DFCU-wherever
The entire process took about a year and a half, Shobe said, adding that the unveiling of the new signage on Jan. 21