WELCOME TO OUR BRAND MESSAGING MAP
This map is a tool you can use to support the strength of the Diamond Credit Union brand. Its purpose is to ensure that when we talk about Diamond Credit Union, it will resonate with the exact audiences we need to reach. Consider this your go-to resource for creating targeted communications. When our communications align with our overall messaging platform, it will compel our key audiences to support Diamond’s growth and ongoing success.
THE DIAMOND MESSAGING MAP INCLUDES:
• A conceptual framework to help you determine which messages will be most meaningful to your target audience
• Support for the consistency and impact of our brand messaging. The more unified our voice is, the more the Diamond brand will benefit from increased awareness and brand equity.
• Sample content you can use as a starting point when you are creating messaging for specific deliverables.
REFRESHED YOUNITY CREATIVE CONCEPT
Younity says it.
YOUNITY DRIVES OUR CULTURE.
More than a decade into its life, the concept of Younity thrives as a core brand principle that remains deeply integrated into the culture of Diamond Credit Union. As we continue to grow at a rapid pace, the brand is actively expanding its reach and placing fresh focus on commercial members. To serve those needs, we step into local communities as a uniquely accessible intersection point where financial plans meet financial progress.
YOUNITY HAS NEW REACH.
We have fully embraced the feeling of younity — with as many as 96% of our employees reporting that they know what younity means and how to deliver it. Now we have the opportunity to carry that forward in a re-energized way into new markets and introduce prospective members to the welcoming embrace that Younity offers to their lives, businesses, communities, and families.
GUIDELINES + STRUCTURE
headline DO’s
• DO include Younity concepts — leadership, community, integrity, membership, ownership —without saying “Younity” verbatim.
• DO include positive expressions, asserting what we can do, vs. negative statements suggesting what we can’t do.
• DO use brand-attribute-focused language that brings Younity concepts together vs. product specifics or promotional offers.
imagery DO’s
• DO feature real members and employees, not stock photo models.
• DO use images to tell a story or to portray a real-life scenario, no poses.
• DO highlight a diversity of ages, genders, ethnicities, and life stages.
• DO feature interactions between multiple people, whenever possible.
• DO include “Member since” details, whenever possible.
storytelling DO’s
• DO use the interplay of messaging and imagery to tell a story (i.e., pair a “house-hunting” line with a couple celebrating a new home).
• DO demonstrate that we understand our target audiences. Show relatable work settings for our commercial members. Show relevant family milestones for individuals. Show service interactions for all.
• DO stay aligned to Diamond brand colors, imagery, and elements — but bring in some newness with this intentional refresh of how long-term members and employees see Younity.
• DO show how the human element still matters in an increasingly digital world. Showing face-to-face interactions even when someone has a tablet in hand goes beyond cropped hands holding mobile banking screens.
brand DO’s
• DO use the “That’s Younity” treatment with “You” in handwritten script and “nity” in type.
• DO prioritize the size and visibility of the Diamond logo/name paired with the “That’s Younity” statement — both need visibility, especially in new markets.
• DO use “That’s Younity“ vs. “Younity” on its own. This conveys the brand sentiment and maximizes brand equity.
OUR CREATIVE CONCEPT
WHERE IT ALL INTERSECTS
At the center of every community is an intersection, a meeting place where people come together to discuss their lives, plan their dreams, and take care of everyday business. Diamond Credit Union takes pride in creating those moments of Younity at each location we serve. Known for our incredible service, friendly faces, and quick solutions, we build relationships that celebrate personal goals and financial milestones — that’s Younity.
WHO UNDERSTANDING OUR AUDIENCES
MATURE MARKET \ PROSPECTIVE MEMBERS
NEW MARKET \ PROSPECTIVE MEMBERS
ACQUISITION \ BUSINESS MEMBERS
Motivate them to make the switch.
THE SITUATION
From billboard-level visibility to long-standing branches, Diamond Credit Union maintains a solid brand presence inside the communities where our satisfied members live, work, worship, and study
THE CHALLENGE
However, many prospects inside these markets still haven’t made the leap over to Diamond. These potential members may feel dissatisfied or “stuck” at their current financial institutions, but they haven’t found a compelling enough reason to make the switch. We’re on a mission to change that.
THE TASK
There is work to be done to take their awareness to the next level, where we can stimulate action. By energizing Younity outreach with fresh momentum, clear differentiators, community connectedness, and a member-first mentality, we can break through to these prospects and show them how satisfying it can be to bank like the locals.
Introduce what Younity has to offer.
THE SITUATION
Growing into several new locations exposes Diamond to more of what they love — people. The human element is a big differentiator, allowing us to serve up banking with a sense of belonging. Families, neighbors and friends — they all take note of a unique take on financial services that’s powerful enough to bring them all together.
THE CHALLENGE
Inside new markets, prospective members may have little to no awareness of the Diamond brand to date. As we integrate into their communities, the task is to familiarize them with the power of Younity and the value of the Diamond can offer.
THE TASK
Make the uninitiated feel welcome. We seek to educate them on how banking with a credit union brings a more personalized, humanized, and optimized financial pathway into their lives. We aim to show them how to boost their personal financial goals with a local connection, stronger service, and higher satisfaction.
Engage with business needs.
THE SITUATION
Whether already familiar in a mature market or just getting acquainted in a new market, Diamond encourages business leaders to proactively shop for the right commercial banking partner to meet their diverse needs.
THE CHALLENGE
Depending on where they operate, local business leaders may have some exposure to the Diamond brand. However, they may not be aware of the commercial banking strengths we provide.
THE TASK
Educate, energize, and invite local business leaders to experience how Younity connects them to a more dedicated, personalized approach than what they’re used to in commercial banking. We need to show them how the power of Younity can better serve their business goals and build community relationships that matter.
MAIN GOAL
MAIN GOAL
MAIN GOAL
WHO REACHING OUR AUDIENCES
MAIN GOAL
Motivate them to make the switch.
TARGETED MESSAGING MIX
MATURE MARKET \ PROSPECTIVE MEMBERS
THE SITUATION
From billboard-level visibility to long-standing branches, Diamond Credit Union maintains a solid brand presence inside the communities where our satisfied members live, work, worship, and study
THE CHALLENGE
However, many prospects inside these markets still haven’t made the leap over to Diamond. These potential members may feel dissatisfied or “stuck” at their current financial institutions, but they haven’t found a compelling enough reason to make the switch. We’re on a mission to change that.
THE TASK
There is work to be done to take their awareness to the next level, where we can stimulate action. By energizing Younity outreach with fresh momentum, clear differentiators, community connectedness, and a member-first mentality, we can break through to these prospects and show them how satisfying it can be to bank like the locals.
HEADLINE OPTIONS
MEMBERSHIP
Where membership meets your highest expectations
COMMUNITY
Where your livelihood meets your neighborhood
CUSTOMER SERVICE
Where taking action meets member satisfaction
INTEGRITY
Where best-in-class meets best-in-community
MOMENTUM
Where “on your side” meets “in your corner”
BUSINESS
Where trustworthy meets net-worthy
MILESTONES
Where miles closer meets milestones closer
DREAMS
Where your financial wish list meets its checkmarks
USER-FRIENDLY
Where smoother transactions meet easier interactions
ROB \ BOYERTOWN \ MEMBER SINCE ‘21 LONG FORM
Make an easy switch to Diamond, where a more satisfying banking experience is waiting for you, right inside your community.
Sometimes it takes a Diamond to make financial futures shine bright. Join your friends and neighbors on a more personalized, humanized, optimized pathway to banking satisfaction.
EXTENSIONS
Join your friends and neighbors — they’re onto something. It’s an easy switch to Diamond Credit Union, and even easier to see why so many people around you do. Our members bank where they belong — at a community-charted credit union owned by them. At Diamond, our members benefit from the personalized expertise, seamless services, and community connections that fuel the Younity mission. Boost your financial goals with stronger service and higher satisfaction.
Switch your fortune to our tellers. It’s easier to take your investments to a place that’s already invested in you. Being member-owned means we’re able to direct our earnings back to our members in the form of forward-thinking products and services. Our uniquely personal approach gives us the power and freedom to support your everyday ambitions and your one-of-these-days aspirations. Bank like the locals, and you’ll see how the far the power of Younity can take you.
HOW
TARGETED MESSAGING MIX
HEADLINE OPTIONS
MAIN GOAL
Introduce what Younity has to offer.
NEW MARKET \ PROSPECTIVE MEMBERS
THE SITUATION
Growing into several new locations exposes Diamond to more of what they love — people. The human element is a big differentiator, allowing us to serve up banking with a sense of belonging. Families, neighbors and friends — they all take note of a unique take on financial services that’s powerful enough to bring them all together.
Remind Relate
MEMBERSHIP
Where banking meets belonging
COMMUNITY
Where local roots meet family trees
CUSTOMER SERVICE
Where common interests meets uncommon support
INTEGRITY
Where new branches meet fresh opportunities
MOMENTUM
Where team spirit meets financial cheerleading
BUSINESS
Where working together meets growing together
DIANA \ NEWTOWN PA \ MEMBER SINCE ‘24
Reinforce
EXTENSIONS
SHORT FORM SUPPORT COPY OPTIONS
THE CHALLENGE
Inside new markets, prospective members may have little to no awareness of the Diamond brand to date. As we integrate into their communities, the task is to familiarize them with the power of Younity and the value of the Diamond can offer.
THE TASK
Make the uninitiated feel welcome. We seek to educate them on how banking with a credit union brings a more personalized, humanized, and optimized financial pathway into their lives. We aim to show them how to boost their personal financial goals with a local connection, stronger service, and higher satisfaction.
Educate: How a credit union works
Our deep community roots keep us rooting for you. Diamond Credit Union has anchored the financial success of local Pennsylvania communities for over 75 years. Today, we’re growing into new communities so we can better serve you from right inside your neighborhood — that’s Younity.
With compassion, expertise, and intuition, we serve up banking with a refreshing sense of belonging.
Diamond membership brings your neighbors, colleagues, and friends together, placing them at the center of everything we do.
LONG FORM SUPPORT COPY
MILESTONES
Where house-hunting meets housewarming
DREAMS
Where “where you are” meets “where you want to be”
USER-FRIENDLY
Where user-friendly meets just plain friendly
Educate: How a credit union works
We love locals. Opening in new communities brings us more of what we love — people. The human element makes a big difference in how we operate. At Diamond, banking is about more than transactions — it’s about interactions. We’re not just creating account statements. We’re building trusted relationships that put the financial needs our members first and foremost. Longevity matters in banking, and that inspires us to form long-lasting financial partnerships you can count on, whenever and wherever you need us —that’s Younity.
We own our approach. You own our credit union. Being 100% member-owned means we don’t answer to a traditional banking board. We’re free to serve our members with innovative financial services that put people first. To us, banking is all about people. It’s about you. Your goals, dreams, and aspirations. We support your financial future with compassion, expertise, and intuition that keeps the focus where it should be — on you.
HOW
TARGETED MESSAGING MIX
HEADLINE OPTIONS
MAIN GOAL
Engage with business needs.
Remind
ACQUISITION \ BUSINESS MEMBERS
THE SITUATION
Whether already familiar in a mature market or just getting acquainted in a new market, Diamond encourages business leaders to proactively shop for the right commercial banking partner to meet their diverse needs.
THE CHALLENGE
Depending on where they operate, local business leaders may have some exposure to the Diamond brand. However, they may not be aware of the commercial banking strengths we provide.
Relate
MEMBERSHIP
Where membership meets ownership
COMMUNITY
Where strength in numbers meets finding balance
CUSTOMER SERVICE
Where deep expertise meets shared experience
INTEGRITY
Where financial learning meets faster earning
MOMENTUM
Where positive energy meets leading the charge
BUSINESS
Where professional ambition meets business intuition
TANYA \ ROYERSFORD \ MEMBER SINCE ‘22
Reinforce
EXTENSIONS
SHORT FORM SUPPORT COPY OPTIONS
THE TASK
Educate, energize, and invite local business leaders to experience how Younity connects them to a more dedicated, personalized approach than what they’re used to in commercial banking. We need to show them how the power of Younity can better serve their business goals and build community relationships that matter.
Educate: How a credit union works
Even the shop owner gets to do some shopping — for the right commercial banking partner. Check off your financial wish list at Diamond.
Our unique credit union structure gives us the power and freedom to invest what we earn back into what our members need, in the form of people-powered service and forward-thinking products and services.
Banking with us brings a more personalized, humanized, and optimized financial pathway into view.
The power of Younity helps us better serve your business goals and build community relationships that matter.
LONG FORM SUPPORT COPY
MILESTONES
Where small starts meet big dreams
DREAMS
Where ready-to-grow meets ready-to-go
USER-FRIENDLY
Where harder working meets easier banking
Educate: How a credit union works
Business runs smoother with the power of Younity. Diamond Credit Union is a shining example of how banking can support our local business community from within. As a member-owned credit union, we’re invested in your success from the start. Younity connects your business to a more personalized, dedicated approach than what traditional banks offer. We design financial solutions that work harder for our hard-working members. See why so many businesses on your block choose the superior service and personal touch they find at Diamond.
What is Younity all about, anyway? Many of our members see different things in “Younity”— community connections, shared values, joining together to achieve collective goals, and the list goes on. Younity represents who we are — and we’re proud to mean a lot of things to a lot of people. We serve our members running businesses, finding their work/life balance, and achieving their ambitions inside our local communities. We support each growth mission with compassion, expertise, and a user-friendly approach. Younity keeps the focus where it should be — on you.
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where banking meets belonging
Where membership meets partnership
Where membership meets ownership
Where membership meets momentum
Where taking part meets becoming a partner
Where membership meets your highest expectations
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where local roots meet family trees
Where individuality meets community
Where strength in numbers meets finding balance
Where your livelihood meets your neighborhood
Where lending dollars meets lending a hand
Where a loan meets togetherness
Where common interests meet shared values
Where stewardship meets partnership
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where common interests meets uncommon support
Where full service meets full speed
Where strength meets service
Where high potential meets high satisfaction
Where your fortune meets our tellers
Where positive attitude meets member gratitude
Where deep expertise meets shared experience
Where taking action meets member satisfaction
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where longevity meets stability
Where accounts meet accountability
Where integrity meets authenticity
Where honesty meets best policy
Where best-in-class meets best-in-community
Where new branches meet fresh opportunities
Where day-to-day meets year-over-year
Where financial learning meets faster earning
Where mutual respect meets mutual funds
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where “on your side” meets “in your corner”
Where team spirit meets financial cheerleading
Where “there for you” meets “care for you”
Where transaction meets interaction
Where intuitive meets initiative
Where positive energy meets leading the charge
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where new venture meets adventure
Where trustworthy meets net-worthy
Where craftsmanship meets partnership
Where professional ambition meets business intuition
Where working together meets growing together
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where the next milestone meets the path forward
Where milestones meet next steps
Where miles closer meets milestones closer
Where small start meets big dreams
Where housewarming meets heartwarming
Where house-hunting meets housewarming
Where first steps meet next steps (baby)
Where retirement fund meets retirement fun
Where future ambition meets annual tuition (college)
Where saying yes meets long-term success (marriage)
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where ‘I Wish’ Meets ‘Here’s How’
Where forward-thinking meets forward-moving
Where ready-to-grow meets ready-to-go
Where “where you are” meets “where you want to be”
Where your financial wish list meets its checkmarks
Where dreams meet reality
Where bigger purpose meets bigger dreams
CORE BRAND ATTRIBUTES
MEMBERSHIP
COMMUNITY
CUSTOMER SERVICE
INTEGRITY
MOMENTUM
BUSINESS
MILESTONES
DREAMS
USER-FRIENDLY
Where user-friendly meets just plain friendly
Where hard working meets easy banking
Where optimization meets personalization
Where hi-tech meets saying hi
Where smoother transactions meet easier interactions
Where your personal touchscreen meets the personal touch
Where real-world connections meet real-time convenience
CORE BRAND ATTRIBUTES
MEMBERSHIP/BELONGING INTEGRITY
Where banking meets belonging
Where membership meets partnership
Where membership meets ownership
Where membership meets momentum
Where taking part meets becoming a partner
Where membership meets your highest expectations
Where longevity meets stability
Where accounts meet accountability
Where integrity meets authenticity
Where honesty meets best policy
Where best-in-class meets best-in-community
Where new branches meet fresh opportunities
Where day-to-day meets year-over-year
Where financial learning meets faster earning
Where mutual respect meets mutual funds
BUSINESS MILESTONES
Where new venture meets adventure
Where trustworthy meets net-worthy
Where craftsmanship meets partnership
Where professional ambition meets business intuition
Where working together meets growing together
Where the next milestone meets the path forward
Where milestones meet next steps
Where miles closer meets milestones closer
Where small start meets big dreams
Where housewarming meets heartwarming
Where house-hunting meets housewarming
Where first steps meet next steps (baby)
Where retirement fund meets retirement fun
Where future ambition meets annual tuition (college)
Where saying yes meets long-term success
(marriage)
Where local roots meet family trees
Where individuality meets community
Where strength in numbers meets finding balance
Where your livelihood meets your neighborhood
Where lending dollars meets lending a hand
Where a loan meets togetherness
Where common interests meet shared values
Where stewardship meets partnership
DREAMS
Where ‘I Wish’ Meets ‘Here’s How’
Where forward-thinking meets forward-moving
Where ready-to-grow meets ready-to-go
Where “where you are” meets “where you want to be”
Where your financial wish list meets its checkmarks
Where dreams meet reality
Where bigger purpose meets bigger dreams
Where common interests meets uncommon support
Where full service meets full speed
Where strength meets service
Where high potential meets high satisfaction
Where your fortune meets our tellers
Where positive attitude meets member gratitude
Where deep expertise meets shared experience
Where taking action meets member satisfaction
USER-FRIENDLY
Where user-friendly meets just plain friendly
Where hard working meets easy banking
Where optimization meets personalization
Where hi-tech meets saying hi
Where smoother transactions meet easier interactions
Where your personal touchscreen meets the personal touch
Where real-world connections meet real-time convenience
Where “on your side” meets “in your corner”
Where team spirit meets financial cheerleading
Where “there for you” meets “care for you”
Where transaction meets interaction
Where intuitive meets initiative
Where positive energy meets leading the charge
WE APPRECIATE YOU
Your participation in unifying our brand voice will propel our growth and fuel ongoing success for our company, our communities, our members, and our collective future.