SUNOVA CREDIT UNION BRAND STRATEGY

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1 SUNOVA CREDIT UNION BRAND STRATEGY A collaboration by Sunova employees and members Collated by the Sunova Marketing Department Introduction What is a brand? Our brand is our promise to our members and what differentiates us from the competition. It is created by the expectations that reside in the minds of our members about our organization and the service we provide. To mean anything, that promise must be delivered and kept. Each and every organizational touchpoint with our members and potential members is an opportunity to strengthen our brand and communicate its essence. People fall in love with brands, trust them, develop strong loyalties to them, buy them, and believe in their superiority. The brand is shorthand. It stands for something. Why have brands become so important? Bottom line: good brands build companies. Ineffective brands undermine success. As products and services become indistinguishable, as competition creates infinite choices, as companies merge into faceless monoliths, differentiation is imperative. What is our brand? - Designing Brand Identity, Alina Wheeler After analyzing employee and member feedback, it is clear that the essence of our brand is quality member service. What differentiates our organization from any other financial institution is our definition of superior service and how we deliver on our promise to exceed the service expectations of our membership. We cannot effectively be all things to all people. We know what is most important to our members and our employees and, as a result, the framework for our brand is built upon their thoughts and perceptions. Our Brand Positioning Statement Tagline: bank brighter. Sunova is a vibrant, innovative and friendly full-service financial institution dedicated to providing outstanding member service. We are represented by a unified team of individuals committed to one common goal to develop a life-long relationship with each member built on mutual trust, financial expertise and our genuine desire to help our members achieve their financial goals. Each encounter with our organization is a memorable experience showcasing our distinctive and unique service offering. Our Mission Sunova is dedicated to providing superior service.

2 Our Vision Sunova will be the financial institution of choice in every community in our market area. Member Service We will strive to provide superior service that will exceed the expectations of our membership. Product and Service Development We will work with our staff, our members and our communities to respond to their financial needs by developing innovative and competitive products and services. Financial Performance We believe that a strong and competitive bottom line is necessary for us to meet one of our most important goals to provide superior financial products and services for our membership. We will continually strive for growth by implementing strategies to increase the number of members who consider Sunova to be their primary financial services provider. Community Investment We will strengthen the communities in which we have branches and ensure their long term success by supporting organizations, charities and events that reflect the values of our members, our employees and our communities. Member Relations We will govern ourselves in a manner that is accountable to our membership and reflective of our values as a co-operative financial institution. As a co-operative, we are a democratic organization owned and controlled by our membership. Our Values Through our exceptional member service, innovative product and service offering, honest and respectful style of communication, extensive community involvement and Employer of Choice mentality, we offer our members a financial experience unlike any other. We are driven and focused by one common goal: to exceed the expectations of our members through each and every interaction with our organization. Member Service We strive to provide superior service in all aspects of our organization. We employ friendly, knowledgeable, competent employees who continually strive to exceed the service expectations of our members as well as their fellow co-workers. We will work to further our reputation for superior member service and to continually enhance our product and service offering. Innovation We encourage creative thinking and open communication as we seek out new opportunities for our membership and the organization. Integrity We interact with members, employees, communities and our business partners in an honest, respectful and confidential manner. Community Involvement We invest in the health and vitality of the communities we serve through community activity, staff involvement and financial support.

3 Success We encourage continuous learning, and make every effort to create an environment that provides opportunities for development and growth, celebrates individual and organizational achievements and encourages the development of knowledgeable, happy, healthy employees. Our Brand Attributes Our brand attributes define who we are on a personal level; they are personality traits for our employees and our organization. Friendly Our smiles say it all. We re energetic, welcoming and helpful, and enjoy wowing our members with exceptional service experiences. Expert We are the best in our field. We continuously pursue education and training opportunities to ensure we offer the best possible advice and solutions for our members. Attentive We do not view our members as accounts; we see each member as a unique individual with specific financial goals and objectives. We get to know our members on a personal level and make them feel welcome during each encounter with our organization. Ambitious We are not satisfied with status quo. We are a leader of change and innovation in the financial services industry, continually seeking out new opportunities and ideas in an effort to introduce positive and beneficial change for our members and employees. Caring We care about our members and our communities. Through monetary and volunteer support, we give back to local organizations and charities in our market areas. Our Competitive Advantages Several factors differentiate us from our competition. We are all in the same service-focused industry, however, Sunova offers several key advantages which set us apart from other financial institutions in our market areas. Service Many claim to offer superior member service, however, we define it and deliver. A number of detailed components, identified by our members and employees, define our service offering. In-Branch Experience Members are greeted immediately with a smile and verbal recognition upon entering any one of our branches. Telephone System We answer the telephone personally in all of our branches. We do not use an automated answering system during business hours.

4 Employee Profile We employ individuals with friendly, outgoing, helpful personalities. Our frontline staff do not just process transactions they create member experiences based on casual dialogue and offering financial advice. All employees are empowered to do what it takes to ensure member satisfaction. Relationships We focus on developing life-long relationships with our members. We anticipate their needs and offer appropriate advice and solutions based on their current life situation, financial goals and objectives. Competitive Products, Services and Rates We offer a competitive line-up of products and services providing variety and choice for our members without confusion. We provide competitive rates comparable to, and often outperforming, the offering of other financial institutions. Innovation We are not afraid to try new things. Based on our overall goal of providing superior service by creating and increasing relationship value for our members, we are constantly seeking opportunities to introduce new products and services unique to our market area. Community Support We are involved in our communities, not just through monetary sponsorships and donations, but also through the support of our employees and their families. We are committed to maintaining superior branch locations in each community featuring modern, impressive premises. Employer of Choice We know our employees are key to the success of our brand and our overall organizational achievements, therefore, we are committed to developing and maintaining Employer of Choice status not only in our communities but in the workforce in general. We provide a superior work environment comprised of elements that encourage happy, healthy, knowledgeable employees. Compensation Our compensation structure is designed to pay at or above market for all positions and includes an elaborate bonus program which recognizes and rewards star performers. Benefits We offer a superior benefit package which includes a variety of non-traditional employee benefits in addition to the standard package traditionally offered by employers. Education and Training We encourage and empower all employees to pursue continuous education and training opportunities whether in-house or externally through a college or university. Employee Recognition We continually recognize and congratulate our employees for outstanding performance through internal and external special events, rewards, verbal and electronic recognition and inperson commendation. Living the Brand

5 The best brands flourish and prosper as a result of commitment and buy-in from employees. We are all brand disciples, ambassadors for the superior service that defines our organization. Every point of interaction delivers a clear and consistent message about Sunova. Every action we take, every communication we deliver, every contact we make supports and enhances our brand. Together, through the successful delivery of our brand promise, we will ensure the success and longevity of our organization today and into the future.