Brand Strategy and Design

Bethpage Federal Credit Union

For one of America's leading credit unions, we uncovered a powerful Emotional Brand Advantage that is now driving their business and their brand.

Bethpage Federal Credit Union is the largest credit union in New York and the 15th largest in the U.S., with 350,000 members and almost $8 billion in assets. Founded in 1941 as the credit union for the former Grumman Corporation, Bethpage expanded its charter in 2003 to all people who live, work, or worship in Nassau and Suffolk counties.

As part of a comprehensive review of the Bethpage brand in 2015, VDLA employed our Emotional Brand Advantage (EBA®) Analysis framework, including extensive quantitative and qualitative research with credit union members and non-members. While the big banks tended to score well on rational attributes, they were seen as less important and therefore less likely to drive brand choice. This is not to say that rational attributes like “Low loan rates” were unimportant but rather that they were not differentiating. What was surprising was the significantly higher performance by Bethpage on emotional attributes like “Responsive to my needs” and “Provides exceptional service.”

These insights led us to develop a new positioning strategy, reflected in the tagline: We care about what you care about.

What we did: EBA® Analysis, market research, brand strategy, brand positioning, tagline, competitive audits, market expansion strategy