Companion is listening
The members of Companion Credit Union have been handed the unusual but exciting task of selecting the organisations new logo via a quirky new TV campaign and dedicated voting website.
Voting on the new logo kicks off the credit unions unique marketing campaign ‘We’re listening’.
In an industry where it is easy to become just another number, Companion is giving its members a feeling of ownership.
“The credit union is really owned by the members and therefore we decided we should invite them to actively participate in helping us decide our future direction” said Ray O’Brien, Chief Executive.
Companion understands that perception and branding are crucial, therefore related focus groups were recently conducted with members and non members as part of research undertaken on Companion’s corporate identity and branding, and how Companion was perceived in the market place.
The feedback from the focus groups was very clear cut - the logo and positioning needed to be updated to better reflect Companion’s identity and its relationships with current members, as well as to become more appealing to potential new members.
Staff will also be encouraged to vote for their favourite new logo, “Next to the members, the staff at Companion are an integral part of our organisation. Therefore we also wanted to ensure that they were a part of our process to refresh our corporate image” said Mr O’Brien.
The television campaign will run through until the end of October with voting to close on 31st October.
The new Companion logo as voted by its members will be unveiled at the Annual General Meeting on 12th November.
For more information and to vote visit: www.wearelistening.com.au.
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