Naming and Brand Research

Conduct Brand Research to Ensure That Your Branding, Rebranding and/or Naming Efforts are Data Driven

Overview:

Following foundational shifts in financial services and with their unique identity, Desert Financial Credit Union (formally Desert Schools Federal Credit Union) questioned their positioning and the viability of a brand centered around a specific industry sector.

Challenge

Research was needed at each stage of the rebranding process to measure brand equity, establish the target market, define the brand promise and value proposition, measure the current perceptions of the brand (alone and relative to competitors), gain insight into the way banking customers interact with their financial institutions, and ultimately test and support a name change, rebrand, and audience communication.

Approach

Pacific Market Research supported Desert Financial Credit Union at every step of the decision-making process with curated brand research studies. Six distinct research efforts were conducted over three years including both qualitative (online bulletin boards, in person focus groups, and ethnography) and quantitative efforts.

Outcome

At each stage of the rebranding process, the research informed the strategic planning process. The credit union relied on the brand research to define their target audience, draft a value proposition and brand pillars, create a short-list of names to test, and make the final choice for a new name–Desert Financial Credit Union. The research also provided the well-founded data needed to create an effective messaging and roll-out strategy.