This article first appeared on YourMarketing.Co.
Cracker Barrel made headlines recently when it tried to “modernize” its brand. Out went Uncle Herschel leaning on the barrel. In came a slick, simplified logo that no one asked for. The reaction? Well, let’s just say it didn’t go well. Customers revolted, social media lit up, stock value dropped, and within a week, Cracker Barrel quietly put Herschel back where he belonged.
So what happened? Pretty simple: they thought a new look would fix deeper issues. It didn’t. Because a brand isn’t your logo, it is what people experience when they interact with you. And credit unions should pay attention here to avoid following in Cracker Barrel’s footsteps.
The lipstick on a pig problem
Too many credit unions rebrand for one reason: they think a new logo or name will suddenly make them relevant. It’s an easier conversation than fixing long wait times, a clunky digital experience, or a culture that’s grown stale. But here’s the truth—if you’ve got operational or cultural issues holding you back, no amount of design work is going to solve that.
You can’t out-design disengaged staff.
You can’t out-logo poor member service.
You can’t rebrand your way out of irrelevance.
Cracker Barrel is a cautionary tale
Cracker Barrel didn’t lose customers because of a logo. They lost customers’ trust because they underestimated what their customers valued. They thought a fresh coat of paint would be enough. Turns out, it wasn’t just about the look—it was about the connection.
Credit unions do the same thing when they decide to change their logo, name, or tagline without fixing the real stuff first. If members don’t feel heard, if your systems frustrate them, if your staff is burned out—a new brand won’t magically change that. In fact, it can make the problem worse.
Do this instead
If you want your brand to matter, tackle issues in the following order:
- Start with members. Ask what they need, what they value, and what frustrates them.
- Fix what’s broken. Operations, culture, systems—deal with the hard stuff first.
- Then evolve the look. Once the foundation is strong, the visuals can follow.
The Bottom Line
Your brand is not your logo. It’s not your color palette. It’s not the name on the building. Your brand is what members say about you when you’re not in the room.Cracker Barrel learned that the hard way. Credit unions don’t need to.
