DUCA Branding

The story behind more.

There's a marketing term that states in order for any brand to be successful, those who represent it (that’s you) must “live it.” So what does that mean? Quite simply, that all internal stakeholders (you again) behave in a manner that’s inline with the brand. It can seem a bit complicated, but by using DUCA as an example, you’ll see that it’s really pretty straightforward. 

The best way to start is to identify what a brand is. Many people believe it to be an actual product or service, or the company that produces them. At DUCA, however, we believe that a brand isn’t so much of a ‘what’ but more of a ‘why.’ In other words:

A brand is the set of expectations, feelings and relationships that account for a consumer's decision to choose one product or service over another.


In other words, what makes a person choose DUCA over all other financial institutions? The answer to that question comes in the form of a single word, or as we like to call it, DUCA’s brand essence: more. 

The reason our Members choose us is because we do more for them than any other bank or credit union. And this goes well beyond just helping them do more with their money. We also do more to make a difference in the communities we call home, and of course, do more to help you make the most out of your career. 

More is our reason for being, and in some way or another, can be seen in everything we do. From how we treat our Members and one another to pitching in for the good of our neighbourhoods, more is the way we do things here at DUCA, and what sets us apart from anyone, or anything, else. 

If you're interested in learning all about the DUCA brand (and since doing more is in your DNA, we're betting you are),this is the place to be.