Finding a Financial Brand's Heart

UNFCU needed help crystallizing their brand's "why" and communicating it effectively across their organization. TenTen helped develop a strategic foundation that enabled them to shift from fulfilling tactical requests to delivering a voice that truly reflected their caring, mission-driven culture.

Plan

TenTen developed a comprehensive activation strategy to align UNFCU's brand voice with their mission and values.

Brand strategy refinement

Voice & messaging development

Activation planning

Brand education planning

Implementation roadmap

Build

TenTen created the building blocks for UNFCU's new verbal identity and developed tools to ensure consistent application.

Messaging pillars

Brand personality development

Tone of voice guidelines

Communication templates

Brand training materials

Challenge

UNFCU's brand voice didn't reflect their caring, mission-driven culture. Staff wanted to communicate more warmly with members but lacked the strategic tools and practical guidance to do so. This created a disconnect between their inspiring mission statement and how the brand actually came to life in communications.

Solution

TenTen helped UNFCU build a strategic foundation for their brand voice, starting with refining their brand "why." From there, we created messaging pillars, developed a more approachable personality, and established a warmer tone of voice. Comprehensive guidelines and training programs ensured the new voice could be consistently applied across their global organization while maintaining the trusted, personal touch UNFCU was known for.

Results