A Credit Union That Advocates For Members

PROJECT: Name a new credit union created by the merger of Provincial Alliance Credit Union and Ontario Civil Service Credit Union. The new organization serves over 22,000 members with branches throughout Ontario, Canada, and has approximately $350 million in assets under administration. Services include: business lending, business banking, personal checking and saving accounts, insurance, mortgages, planning and investing, and online banking.

RAPPORT: A close and harmonious relationship in which people or groups understand each other’s feelings or ideas and communicate well. A relationship of mutual trust or emotional affinity.

BRAND POSITIONING: Ontario Civil Service Credit Union hired us to name their new, full-service, merged credit union. As a result of our brand positioning workshop with the client, we refined the organization’s brand narrative down to its essence and identified three key brand positions — advocacy, intelligence, and approachability — that mapped strongly to the company’s mission: We are an advocate for our members, providing exceptional personalized service and tailored solutions that promote financial health.

Throughout the name development process, several names evoking empathy, harmony, and trust emerged, but in the final analysis Rapport best aligned with the essence of the brand and organization’s brand positioning, since a rapport occurs when two or more people feel a harmonious connection. To bank with Rapport is to have a close, collaborative, and empowering relationship with your personal financial services advocate. Rapport is the perfect name for a Credit Union that delivers personalized service and tailored solutions that promote the financial health of its members.

Rapport, be true to your money.

Visit: Rapport Credit Union