Would your credit union be missed?

One question I like to ask in strategic planning sessions is this: “If your credit union went away today, would your members truly miss you and mourn the loss of their credit union because it cannot be replaced, or would they merely be irritated and inconvenienced and just go elsewhere?” A typical answer I get is, “Oh, we would be missed, people love our credit union.” And then I say, “Tell me more.” It gets difficult to really define and turns out the real answer is members would just be irritated and inconvenienced. But not in every case though. I recall a $20 million credit union in South Carolina that proudly announced their merger with a $1billion credit union. That little credit union, alone in a sea of over 80 predatory lenders packed within a two-mile radius, was the only source of financial hope for those in the community who needed affordable transportation or a small personal loan for when life happened. It was almost like watching It’s A Wonderful Life playout in real life. As they went away, their 3,000 members were sent back to those predatory lenders because the larger credit union had eyes on jumbo mortgages and yacht loans – not serving the underserved members the original credit union focused on. That story came back to me a few weeks ago. I’ve recently been on a health journey to cut out crap from my diet, which has us doing most of our weekly shopping at Swamp Rabbit Grocery, a small grocer that stocked only local, natural products. Each product is pretty much unique to Swamp Rabbit and couldn’t be found at chain, big box grocery stores. From local produce and meats to freshly prepared meals made from their stock, I could already tell what a turn my health had taken by choosing foods with less chemicals and more natural ingredients. And then Hurricane Helene hit our area… Swamp Rabbit Grocery was flooded and left without power and there wasn’t another alternative that carried the same quality of foods. Swamp Rabbit Grocery wasn’t cheaper. The staff was pleasant enough, but they didn’t hang their hat on offering “good prices and great service.” They differentiated themselves with the types and caliber of products they had. They were missed. I instantly thought about the question I ask in initial meetings with new clients. So, I ask you the same question: Would your members truly miss your credit union and be hard pressed to find another option that offers what you provide, or would they merely be irritated at the hassle of having to move their accounts somewhere else? “Differentiation takes commitment and hard work. Can’t just say it—need to live it, think about it, sweat over it, force it to happen if it’s that important.”  – Jeremiah Barba, “5 Best Quotes on Differentiation from CASE Marketing & Branding Conference”

The Danger of “Authenticity” in Branding

Authenticity is often hailed as the holy grail. Every conversation about building a successful brand strategy begins with the mantra: “Authenticity is key.” But in our quest to be “authentic,” are we actually hurting our brands? Could it be that this obsession with being genuine, without a clear understanding of our market, makes us blend into the crowd rather than stand out? For credit unions aiming to take their brand to the next level, the wrong interpretation of authenticity could mean the difference between being revolutionary or irrelevant. We’re told that members crave authentic interactions and that brands need to stay true to themselves. But what happens when “authentic” becomes shorthand for staying the same, even as the world around us changes? Stagnation: If a credit union prides itself on staying “authentic” to its roots, it may resist shifts in consumer expectations. This can make the brand seem out-of-touch and irrelevant. Cultural Ignorance: Being authentic can sometimes mean missing critical cultural shifts. This is particularly dangerous when serving diverse or emerging markets. A brand may remain “authentic” to its original values but fail to connect with modern consumers who expect inclusivity, personalization, and innovation. In trying to be genuine, credit unions can become boring. Simply saying, “We are a better credit union” is not enough. Conventional messages like trust, reliability, and service quality are expected. If everyone is authentic in the same way, nobody stands out. What unique experiences or emotional connections can you create that make your brand stand out?  Scarcity, Desirability, and Targeting Niche Markets Authenticity can sometimes blind brands to the importance of understanding their audience deeply. Your ideal member is not a monolith. Consumers don’t make decisions based on logic. Understanding the emotional reasons why someone might choose one bank or credit union over another is key to building a brand that truly resonates.  Think about the brands you love. They often thrive not because they are better but because they are different, exclusive, and niche. In banking, the principle is the same: scarcity and exclusivity create desirability.  When every brand is trying to be true to itself, but the narrative is the same, consumers are left confused and uninspired. Remember that emotions are powerful drivers of decision-making. When brands tap into emotions like happiness, surprise, fear, or even anger, they transcend transactional relationships and build lasting loyalty, making their message resonate on a much deeper level. Authenticity without strategy is just noise. In a sea of sameness, simply being “real” won’t save your credit union – it will drown it. The world is moving too fast, the market is too competitive, and consumers are too savvy.  As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email [email protected].

What’s wrong with my credit union team?

Team of credit union leaders collaborating in a strategic planning session, focusing on removing ego to foster growth and success within the organization.

Ego Is the Enemy is not just a book by marketing expert Ryan Holiday – it’s a truth that applies to almost any organization. For nearly 20 years, I’ve facilitated many credit union strategic planning sessions and worked with hundreds of credit union leaders to help grow their credit unions. What is the most common obstacle to success? Team members with an ego. It shows up in different ways in different people, but ego is always the enemy to the success of your organization. The team member who chooses status quo over necessary change because it is uncomfortable for them, despite being necessary to the organization’s success and survival. The team member who makes the situation about themselves instead of the team. The team member who, for whatever reason, plays the arsonist and becomes the cancer infecting the entire organization’s culture. The team member who dominates conversations with “blah, blah, blah” because of their fragile confidence. Or the team member who chooses not to delegate because (they feel) no one can do that task as good as they can, so the answer for everything eventually becomes “I don’t have time.” Ego is the enemy. In your next meeting, listen with intent to see who is contributing and what they are contributing. Then, reflect on this quote from Les McKeown about what he calls the Enterprise Commitment: “When working in a team or group environment, I will place the interests of the enterprise above my personal interests.” When we (and your team) can say those words and speak truth while saying them, there is not much you cannot accomplish. When we remove ego, we’re left with what is real. What replaces ego is humility, yes—but rock-hard humility and confidence. Whereas ego is artificial, this type of confidence can hold weight. Ego is stolen. Confidence is earned. Ego is self-anointed, its swagger is artifice. One is girding yourself, the other gaslighting. It’s the difference between potent and poisonous. – Ryan Holiday

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Sara Breckbill

Social Media Manager

Sara is YMC’s very own Social Media Manager, and she has the experience and know-how to take your social media presence to new heights. Since her first college course on social media marketing, she’s known, “This is something I could do, and be happy doing it!” Her three guiding principles in branding: consistency, relatability, and humor. She knows people remember things that make them laugh or make them feel seen, so it’s no surprise she excels at crafting strategic and engaging social media content. Her advice to young marketers is the same motto she lives her life by: Enjoy the journey! Collaborative and creative, she feels right at home at YMC.
 
In her downtime, Sara enjoys Japanese food, hot or iced coffee, and listening to her favorite singer-songwriters. Some day, she hopes to visit Niagara Falls in person, but in the meantime, she’s happy to enjoy the journey.
Mandy Garman headshot

Mandy Garman

Graphic Designer

Meet Mandy, one of YMC’s in-house Graphic Designer phenoms! Honing her craft from an early age, Mandy constantly strives to innovate design and refine her artistic techniques. An avid believer in “quality over quantity,” she feels right at home with YMC’s focus on details and dedication to providing unique strategies. In fact, her marketing philosophy reflects this drive for excellence and commitment to substantial work, “Brand consistency is key for all marketing materials. Also, I believe less is more in graphic design. White space is your friend, and the logo does not always need to be the main focal point.”

A Nashville native, Mandy is intimately familiar with the profound effects of great art and stellar design. Especially influenced by the city’s music scene, one of her lifelong ambitions – besides trips to Italy and Japan – is to professionally create album covers. When she isn’t practicing her craft, you might catch her out and about enjoying matcha boba tea or at her favorite dining establishment: Mas Tacos. That, or obsessing over her Persian cat, Benny!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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