Thing 14 of 30: Ban acronyms from our brand names

September is 30 things I would implement or consider implementing at my credit union if I was a credit union leader.

Thing 14: Ban acronyms from our brand names

The credit union industry has an insatiable desire to shorten the term credit union to CU (often pronounced 'Q'). But it doesn't stop there—it usually extends to the rest of the credit union's name as well rendering the brand name emotionless, instantly forgettable and completely undifferentiated.

Morriss Partee wrote about his distain for this practice over a year ago. I absolutely agree. It stinks and does nothing to help the already low public understanding of what a credit union is.

To borrow from Morriss' post, here are just a few of the acronym-laden industry organizations: CUNA, CUSO, CUES, CULAC, CURIA, CUMIS, CUMAA, CUSC, CCUE, CCACU, CUIAA, CUSIP, CUIS, NCUA, NCUF, NACUSO, NASCUS, NACUSAC, NACUC, NCUIS, NAFCU, NCUSIF, NARCUP, NASCCU, ITCUA, ACCU, ACUCE, AACUL, ACUMA, OCCU, WOCCU, CCUL, NMCUA, NYSCUL, GCUA, MDDCCUA, FCUL, ICUL, ICUS, KCUA, MNCUN, CUCA, ACUC and on and on.

And of course the natural-person credit unions are not immune to acronymitis either: BECU, BCU, DCU, PSECU, UCU, USFCU, LCU, RCU, TFCU, VCU, KSFCU, TCCU, CCCU, CCFCU, CCU, ACU, AFCU, AHCU and BFCU to name but a few.

If I was a credit union leader, our credit union would not shorten its name. Ever.

Tim