RICHARDSON, Texas – Texans Credit Union is riding the branding wave with its new tagline "The Power of Membership". The tagline is a first step is letting members know that credit union membership gives them powerful options. TCU branding campaign trail began in October with focus groups to first discover how members perceived the credit union, the information was then used to create taglines and tested in January with more focus groups. "The testing phase was probably the most valuable segment of our entire branding effort. We expected our members to have an instant wow experience when the facilitator presented our taglines. That didn't really happen," said Lori Daniel, vice president of marketing. "Instead, our members came up with a tagline that made us say wow, and that's the one we're using." The $1billion credit union's marketing staff introduced the tagline to the rest of the employees in meetings that included a 10-minute Star Wars skit, with toy light sabers with the tagline on the handle, and new logo shirts. All forms and printed marketing pieces will have the new tagline.