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Have you gotten blank stares when you tell people where you work? Has your financial organization grown well beyond its original charter? It may be time for a name change.

Create clarity and excitement with your name, not confusion.

Eliminate Confusion

Don’t keep people from opening an account or applying for a loan simply because your name implies they’re not qualified.

Increase Your Relevancy

Consumers of today don’t resonate with what consumers of 20 years ago did. Align your name with your strategic goals.

Prepare for Long-term Growth

A more relevant name will carry your financial organization well into the future.

Naming Portfolio

Our Process

1. Research

We’ll survey your key stakeholders to get their impressions of your current brand.

You’ll go through a brand workshop to determine your target audiences and how a name could best serve those target audiences.

We’ll present 15-20 different name options for you to choose from, all rooted in the strategy you created.

We’ll help onboard your staff to the new name so they understand the “why” behind it and can communicate it to members.


“Thank you for the amazing work you did in guiding us through our name change. We hired you on as a marketing consultant, but believe you were more like an extreme trail guide, leading us through the great unknown.”

Tim Haeglin

CEO (retired), Generations Federal Credit Union
$717 million assets

“On The Mark Strategies played an integral role in our name change and rebranding process. Our credit union faced challenges with an outdated name that did not match our evolving field of membership. The new name helped better position us to reach our new target audiences.”

Cindy Beauregard

CEO, Heart of Louisiana Credit Union
$144 million assets

Blue Eagle FCU saw 16.5% loan growth and 5.13% net membership growth within one year of changing its name from Roanoke Postal Credit Union