Strategies for a Successful Company Rebrand

Joel Swanson is the VP of Marketing at Affinity Plus Federal Credit Union, a Minnesota-based financial cooperative offering full-service personal and business banking products. At Affinity Plus, Joel leads all marketing, public relations, and community initiatives. During his five-year tenure, he and his team have implemented a brand refresh responsible for the credit union’s record growth. Before joining Affinity Plus, Joel offered his leadership talents at UnitedHealth Group, Blue Cross and Blue Shield of Minnesota, Bethel University, and Education Minnesota.

In this episode…

Differentiation is critical to company success because it helps focus on a market niche. Initiating a brand refresh is necessary when an organization no longer appeals to its target audience. What are essential strategies to concentrate on when rebranding?

Marketing expert Joel Swanson explains the first step is to analyze the problem and target audience you want to serve. Once those areas are determined, establish a clear brand identity and story. Joel offers that customer surveys aid in this process by asking critical questions. Using the data correctly adds authenticity when creating campaigns using digital marketing. Joel advises avoiding the use of stock photos to tell a story. Instead, create bright images using real customers and employees that resonate with your core demographic. 

On this episode of The Growth Fire Podcast, Kevin Hourigan welcomes Joel Swanson, VP of Marketing at Affinity Plus Federal Credit Union, to discuss rebranding strategies. Joel shares how customers benefit from rebranding, why digital marketing is critical to company branding, and how to build and motivate a team.