Presented by:
Vice President Client Solutions
President & COO of Strum Platform
Chief Marketing & Strategy Officer, Members First Credit Union
How a Purpose-Driven Brand Transformation Strengthened Culture, Elevated Member Experience, and Positioned for Growth
A successful brand is more than a logo or tagline—it’s a reflection of an organization’s culture, purpose, and the experiences it delivers every day.
Join Bethany Dutcher, VP of Marketing at Members First Credit Union, and Charlotte Boutz-Connell, VP of Client Solutions at Strum, as they share the story behind Members First Credit Union’s transformative rebranding journey. From uncovering authentic brand truths and aligning leadership around a shared vision to engaging employees and creating meaningful member connections, this session explores how strategic branding can become a catalyst for organizational growth.
Through candid discussion and real-world insights, you’ll learn how Members First Credit Union built a brand that better reflects its culture, mission, and commitment to helping members achieve a better tomorrow.
In this webinar, you’ll learn:
Why culture must be the foundation of any successful brand transformation
How to assess whether your current brand accurately reflects who you are as an organization
The role leadership plays in driving alignment and creating momentum for change
How to uncover authentic brand attributes that resonate with both employees and members
Strategies for engaging staff throughout the branding process to build buy-in and advocacy
Lessons learned from navigating a large-scale rebranding initiative
How to align brand, culture, and member experience to create stronger emotional connections
Ways a rebrand can strengthen employee engagement and organizational pride
Best practices for launching and sustaining a new brand internally and externally
How a purpose-driven brand can support long-term growth, differentiation, and member acquisition
