We know credit unions historically have a better net promoter score than banks. We also know that trust in the financial services sector is at its highest level, according to the 2019 Edelman Trust Barometer. And yet, at only 57% among the general population, it remains the least-trusted sector. How does a credit union break away from this stigma that all financial institutions are the same? Here you can read about four real credit union rebrands and how they not only identified but live their value proposition every day. These are four exciting transformations whereby each credit union has developed its own unique brand story. Consumers identify authenticity as one of the top qualities that would attract them to a brand, according to a 2013 study by the Boston Consulting Group. Is your credit union brand authentic? Get inspired by these stories, start developing your “WHY,” and tell your story.