CASTRIES, ST. LUCIA – Saint Lucia Civil Services Co-operative Credit Union has changed its name. The credit union has rebranded as Jannou Credit Union.
The unveiling of the new name was held at the Financial Administrative Centre, where General Manager Emmerlyn Monrose and President Junia Emmanuel- Belizaire said the rebranding efforts actually began more than two years ago.
Over those two years the credit union worked with the consulting firm Accela Marketing to lead intensive research, committee meetings, member engagement meetings and board meetings as well as a rebranding retreat.
Eight focus group discussions were conducted with internal and external stakeholders with a goal of better understanding brand and to assist in unveiling the brand archetype, according to the credit union.
The credit union adopted a brand personality of “The Caring Hero” while the new brand colors was put to a vote by stakeholders. The CU also worked with the Folk Research Centre on the new name, drawing on the words, “Jan Nou” to create “Jannou.” The new tagline is “Together We Can Move Mountains.”
Change in FOM
The credit union was founded to serve civil service workers but the CU said fewer than 10% of its members hold such jobs today.
The credit union said it plans to begin offering expanded small business loans as well as ATM services, online banking and e-wallets in 2020.