Hot Chocolate and the Stories We Tell Ourselves

Last week, South Carolina experienced an unusual event: snow. It wasn’t much – a mere inch that melted by the next afternoon – but it was enough to close schools, cancel activities, and send everyone into “blizzard” mode (a run on bread and milk). In the flurry of this unexpected weather, one thought crossed my mind: I want hot chocolate. And I wasn’t alone. Somehow, a snowstorm (even a brief one) brings to life this visceral desire for a steaming mug of cocoa. But let’s be honest: on Monday morning, as life resumes, the craving for hot chocolate disappears. We move on, as if it were never there. So, what’s going on here? Hot chocolate isn’t about nutrition or logic. It’s about a feeling – comfort, nostalgia, coziness on a cold day. That’s what makes it irresistible during a snowstorm. The story we tell ourselves – snow equals hot chocolate – is a marketer’s dream. Here’s the kicker: Swiss Miss, an iconic American cocoa brand (not Swiss by a long shot), knows this. They’re not selling you a drink. They’re selling a moment, a feeling, a tiny piece of warmth in your hand that melts away winter’s chill. Brands like Swiss Miss remind us that successful marketing isn’t about products; it’s about emotions. It’s about understanding the stories your audience tells themselves and weaving your brand into those narratives. Credit unions, for example, often focus on rates, fees, and features. But your members aren’t looking for numbers; they want financial breathing room. They want to feel like they’re making progress, no matter how small, and that someone understands the reality of their daily challenges. They want to feel like you have their back – like you’re the comforting cup of cocoa in their financial snowstorm. So, next time you’re crafting a campaign, ask yourself: What’s the story my audience is telling themselves? How can I make my brand part of that story? Because branding isn’t just about being noticed. It’s about being remembered – long after the snow has melted. 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].

Better Sales Conversations for Credit Unions

We’ve all been there. Someone dismisses something you love – be it a TV show, a product, or an idea, and your first instinct is to defend it passionately.  Take LOST, for instance. If someone tells me they didn’t like it or “they were always dead,” my gut reaction is to dive into a 30-minute dissertation on why it’s one of the greatest shows ever made. But here’s the catch: When you launch into defense mode, you’re essentially saying, “I’m right, and you’re wrong.” The result? The other person becomes even more firmly rooted in their stance. Credit unions face this challenge when introducing products or services to their members and prospects. The instinct is to convince – to push harder, to present more data, to make our case. But when we’re convincing, we’re often fighting against our prospects desire for choice and control. And when you truly think about it, having choice and control is key to happiness. Shifting from Convincing to Curiosity To truly connect with people, the skill to develop isn’t persuasion – it’s curiosity. It’s the ability to detach from the outcome and focus instead on understanding. When we stop trying to change someone’s mind and start exploring what they care about, conversations shift from confrontational to collaborative. Instead of saying, “Here’s why you need this credit card,” ask, “What’s most important to you?” Swap, “This checking account is the best for your needs,” with, “What’s been your experience with checking accounts so far?” These questions invite dialogue and respect the other person’s autonomy. Why Curiosity Wins Curiosity acknowledges that the other person has agency. It says, “I trust you to make the best decision for yourself, and I’d like to help you discover what that might be.” This approach creates a safe space for genuine conversation, where both parties can explore solutions together. When you shift from convincing to curious, you stop pushing and start guiding. People feel heard, understood, and respected.  So, the next time you’re in a conversation about all the benefits of your auto loan – or how no show since LOST has even managed to light the torch, let alone carry it – try swapping “let me convince you” for “let me understand you.” You might just find that curiosity, not persuasion, is the ultimate sales superpower. Transform Your Sales Team with Curiosity-Driven Conversations Ready to elevate your team’s approach to sales? Book us for engaging, results-focused staff training. Your credit union staff will learn actionable techniques to build trust, foster meaningful member relationships, and achieve better outcomes – all while respecting the autonomy of your members. Let’s work together to turn curiosity into your team’s ultimate sales superpower. Contact us today to schedule your training! 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].

Why Credit Union Branding Matters More Than Ever

Credit unions face a common challenge: a messaging gap.  Many focus on bottom-of-the-funnel tactics. They jump on every new trend, whether it’s digital, social, or PPC (pay-per-click), and promote rates, services, and financial benefits. As an industry, too often we try to cut corners while others are allocating 7% or more of their revenue on marketing. Then, we tell ourselves that marketing doesn’t work. Is that fair? Not really. You’re trying to build a house by decorating the living room before laying the foundation. Without establishing a strong base of awareness and trust, everything else risks collapsing because there’s nothing solid supporting it. You are failing to answer the bigger question: Why should someone choose you over the bank next door? Branding bridges this gap. It moves beyond what you offer to why you exist and whom you serve.  Top-funnel branding builds awareness and emotional connections. Every credit union solves a problem. Is it helping young families buy their first homes? Supporting underserved communities? Empowering local businesses? Satisfying the unique needs of a Select Employer Group?   Your brand promise isn’t just what you do – it’s the benefit you provide and the problem you solve for your members. Without a clear promise, your marketing risks blending into the background noise. Visibility equals profitability. Stop focusing solely on attracting ready-to-buy consumers. That’s like fishing in a puddle when the ocean is right there. Expand your efforts to create awareness and draw in a broader audience. Credit unions often compete on affordability, but you can elevate your brand by focusing on exclusivity. This doesn’t mean turning people away. It’s about crafting a narrative that makes members feel they’re part of something special.Take the First StepA strong brand builds loyalty, attracts the right members, and amplifies word-of-mouth referrals. Start by answering these questions: 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].

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].

Unignorable Credit Union Holiday Ads

If you want your credit union to stand out this Christmas season, it’s not about offering the biggest discount or plastering holiday cheer everywhere. And like a shattered glass ornament, I’m going to start by chipping away at some of your expectations for the holidays: Now that I’ve captured your attention, you’re probably ready to write off all your festive visuals and flashy promotions altogether since you might already be a step behind the sleigh or hate the idea of spending more. Well ho-ho-hold up! How to Stay Competitive Let’s untangle that mess of Christmas lights and brighten your outlook: While costs increase, so do conversion rates. According to a Shopify study, brands typically see a 35%–50% increase in conversion rates during the holidays. Despite higher costs, the ROI for holiday campaigns can be up to 4–6 times higher than non-holiday periods. The holiday season can tempt brands to completely overhaul their image in favor of festive aesthetics, but here’s the truth: it’s a mistake. Your core identity is what sets you apart from competitors, and it should remain the cornerstone of your holiday campaigns.  The key is finding balance. Yes, embrace the festive cheer, but do it in a way that enhances who you are as a brand, rather than overshadowing it. Note well: Uncertain about the current direction of your brand? Let’s talk about it. Don’t Rely Solely on Discounts Now, let’s be clear: Discounts are part of the holiday game, but they shouldn’t be your entire strategy. Consumers are savvy, and during the holiday rush, sales are everywhere. In fact, 42% of consumers say they are more likely to ignore brands that focus solely on discounts and promotions during the holiday season. What really makes a difference is emotional storytelling. During the holidays, people are more receptive to messaging that tugs at their heartstrings. So, rather than relying solely on sales-driven tactics, tell stories that resonate. Show how your credit union supports local communities, helps families achieve their financial goals, or makes a tangible difference in people’s lives. Santa Doesn’t Visit Just One Chimney Leveraging multiple platforms is critical. According to Salesforce’s Holiday Shopping Report, 65% of consumers engage with brands on multiple channels before making a purchase. For your credit union to succeed, you must combine paid social ads, email marketing, display ads, and in-store promotions to maximize reach. The more unified your strategy, the stronger the impact. One of the most powerful tools you have in your arsenal is personalization. Consumers expect tailored experiences, and your credit union has access to data that allows just that. Whether it’s through personalized emails, special offers for long-time members, or holiday greetings that address members by name, personalization makes your members feel valued and understood. In a world filled with impersonal holiday campaigns, a personal touch can be a game-changer. Video is King Finally, if there’s one medium you should invest in this season, it’s video. Video content consistently outperforms other formats in terms of engagement and conversions. Did you know that 80% of internet users watched a video ad in 2023? Consumers are more likely to engage with interactive or engaging video content, especially on platforms like YouTube and TikTok. Video ads often have click-through rates (CTR) that are 3–5 times higher than static ads, especially during the holiday season.  Whether it’s a heartfelt member testimonial, a story about how your credit union is supporting the community, or a simple, shareable holiday greeting, video brings your brand to life in a way that static images and text just can’t. And in a crowded marketplace, that extra emotional pull can make all the difference. The bottom line is this: Credit unions have a unique opportunity to connect with their members in meaningful ways during the holiday season. Strong creative, coupled with real-time optimizations, ensures you’re maximizing your return on investment.  Don’t just settle for being another credit union offering a rate discount or pushing some boring cliché Christmas on your members. Make your members feel like they are a part of something bigger. This season, it’s about connection, loyalty, and making a lasting impact. 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].

Beyond Nice: The Misunderstood Side of Authenticity

There’s a pervasive misunderstanding that being authentic equates to being nice. This misconception has led many credit unions to dilute their unique voices in an effort to appear caring, polite, and universally appealing.  Take brands like Liquid Death and Mountain Dew. These brands are anything but quiet and reserved, yet they are paragons of authenticity. Liquid Death, with its rebellious, in-your-face approach to selling water, and Mountain Dew, with its extreme, adrenaline-fueled marketing campaigns, are loud, unapologetic, and entirely true to their brand identities. They reflect the identity of their audience – the thrill-seekers, the rule-breakers, the ones who want more than just a product: They want a statement. And this is what many credit unions fail to see.  Average consumers don’t really care about how many awards you’ve won, what investments you’ve made, or how good you think you are. What people truly care about is how you can make something possible for them or make a problem they have go away.  As an industry, credit unions often focus on adopting a serious, formal tone to appear more authentic. We have less exciting or dynamic public personas because we are inherently risk averse. We want to be seen as caring and trustworthy, leaving us with messaging that is bland or generic. We want to be thought of like a warm blanket or comforting hug.And what is the consumer left thinking? Stuffy. Corporate. Bureaucratic. Predictable. Conservative. Disconnected. Outdated. Meanwhile, great brands recognize that their role isn’t to be the hero of the story – they are the guide, the mentor, the facilitator. The member is the hero. The brand’s job is to champion that hero, helping them overcome challenges, fulfill desires, or achieve their goals. In doing so, the brand’s authenticity shines through not in self-promotion, but in its unwavering commitment to its members’ journey and success. Let’s dig even deeper… Look at yourself personally: Do you like telling the story of who you really are, or do you prefer to craft a narrative of who you want others to see you as? Now, be honest. Being authentic isn’t about just being real; it’s about being true to your beliefs, your standards, and your ideal self – even when you don’t always live up to it. Hey, we’re human! And, in many ways, your brand is too. Liquid Death is water in an aluminum can. Mountain Dew is carbonated sugar water. They become something more, however, with effective branding. What about Snickers?  It’s just a candy bar with nougat, caramel, peanuts and chocolate. Yet, we all know Snickers “satisfies” by addressing both the physical need to quell hunger and the emotional need to feel like oneself again. Mars Inc. knows “you’re not you when you’re hungry,” and they capitalized on it with authentic brand messaging. What can we take from these iconic brands? Instead of trying to be all things to all people, focus on being true to your core values and the needs of your specific audience. Speak in a language that feels genuine and accessible. Let’s stop equating authenticity with niceness. After all, in a world full of safe, “nice” financial institutions, it’s the authentic ones that sometimes embrace boldness and a little bit of edge that truly stand out and create lasting connections with their audience. If you’re looking to strengthen your credit union’s brand, YMC is here to support you. Let’s work together to make your brand more impactful and connected to those you serve. 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].

A Credit Union Leader’s Guide to Managing Disappointment

Expectations can lead to disappointment… But that’s no excuse to avoid them!  Ducking out of setting expectations because you fear being seen as a tyrant or dread disappointment is a cop-out. And if you have the viewpoint that “no one cares about expectations anymore,” then you need to do some serious soul searching.  If you’re serious about leading your credit union to success, you must set expectations. It is non-negotiable. Expectations drive performance and establish clear standards. The challenge, however, is in how you set expectations, and understanding what unmet expectations actually are. Expectations should be dynamic, not static and forgotten. When setting them, it’s vital to avoid absolutes, like “never” or “always,” and to maintain a strong connection to your team. But before setting your expectations, ask yourself how you expect to feel when they are met. Understanding how you expect to feel when expectations are met clarifies your motivation and ensures they align with your goals. It helps ensure you set realistic expectations and avoid overcommitment. This reflection enhances self-awareness and empathy, guiding actionable steps toward fulfillment. It also improves overall satisfaction and well-being by focusing on what truly matters to you.  Of course, unmet expectations hurt. They scream that something isn’t working. Use disappointment as a wake-up call. It’s not a failure—it’s a sign to switch gears and innovate. Dig deep to uncover the root causes and unmet needs behind the disappointment. This is where real growth and innovation happen. Push your team – and yourself – toward greatness. Anticipating the emotional outcome fosters resilience and adaptability if expectations are not met. Ultimately, it ensures that your efforts lead to genuine satisfaction and personal growth. When disappointment strikes, control your reactions. Don’t dump your emotional baggage onto your team. Ensure your expectations are built on mutual respect. Shallow relationships can’t support deep expectations. Embrace disappointment as a badge of courage and a steppingstone to growth. Actionable Strategies for Credit Union Leaders Setting expectations is essential for leadership, but true leadership is about learning and growing when expectations are not met. Embrace disappointment as a catalyst for adaptation and growth. By doing so, you’ll not only elevate your team but also drive your credit union to unprecedented heights.  Lead with authority, adapt with agility, and watch your team soar. If you’re looking to set and achieve goals that enhance your credit union culture and improve team dynamics, YMC is here to help. We can develop targeted strategies and implement effective practices that will transform your workplace into a thriving environment where your culture and teams excel. 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 Trumps Culture? Understanding the Impact of Team Dynamic

You’ve heard the Peter Drucker quote, “Culture eats strategy for breakfast.” It’s a simple way to say the overall vibe and values within a credit union have a stronger impact on success than the best-laid plans or tactics. But is there something that eats culture? The most brilliant strategy at a credit union doesn’t stand a chance with a culture that is negative or misaligned. A healthy culture promotes adaptability and resilience, enabling organizations to better navigate change and unexpected challenges. When the culture is strong, employees are more likely to be aligned with the credit union’s vision and mission. And we know that a positive culture attracts top talent. A study by Glassdoor found that 77% of people consider a company’s culture before applying for a job, and 56% rank a good workplace culture as more important than salary. So, while we know culture is important, something does, in fact, eat culture. Teams. Culture refers to the shared values, beliefs, norms, and practices that characterize an organization. Amazon has a “customer obsession” culture. Salesforce’s culture is built around the concept of Ohana, meaning family. Airbnb’s culture? Belonging. Patagonia fosters a culture of environmental responsibility. Now, if only it was as easy as finding employees that identify with the core values and principles within each of these company’s culture – as distinct as they are. A strong organizational culture is the underlying fabric of your credit union, but that’s just it: It’s the backbone. The foundation. The framework. It’s not the trenches. Culture is an abstract, pervasive force shaping overall behavior, whereas teams are groups of individuals who come together to achieve specific goals or tasks. They are cross-functional, department-specific, or project-based. Team dynamics are influenced by the member’s skills, personalities, and the team-leader’s style. When it comes to staffing challenges at your credit union, a powerful culture will attract employees, and poor team dynamics will drive them away. Conflict, lack of collaboration, poor management practices, workload imbalance, lack of recognition, etc. are what cause employees to leave. And yes, you can have an organizational culture that sets the tone and values of the credit union and still fails miserably with teams. So, where do you start? Assess Team Dynamics This often starts with getting out of your own head. Too often, we fall into the trap of reverting back to a culture as “the fix.” It may fix the problem… but it may not. Instead, observe team meetings and interactions to identify any viable issues or conflicts. Distribute surveys or conduct feedback sessions to gather input from employees about team interactions, communication, workload, and leadership. Develop an Action Plan   From improving communication to enhancing collaboration to reducing conflicts, set clear, measurable goals. Develop and implement training programs focused on team dynamics, and plan regular, team-building activities to strengthen relationships and foster a sense of unity. Monitor Progress and Adjust Establish ongoing feedback loops where employees can provide input on the effectiveness of implemented changes. Schedule regular check-ins with teams to discuss progress, challenges, and any new issues that arise. It is okay to adjust the action plan. Note Well: As leaders, guide your teams to find the best solutions; do not do it for them. After all, being in the trenches, they may be aware of more than you. Both culture and team dynamics are crucial. They are two sides of the same coin. A positive culture sets the tone and values, creating an environment where employees feel connected and motivated. It is the quality of team interactions, leadership, and collaboration, however, that directly impacts their daily work experience, and ultimately their decision to stay or go. If you need help enhancing your credit union culture or improving team dynamics, YMC is here to assist. We can develop strategies and implement practices to transform your workplace into an environment where both culture and teams flourish. 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].

Navigating the Challenges of Authentic Leadership

Have you ever heard that authenticity is everything? As credit union leaders, we are called to be principled, transparent, and tackle issues head-on with high levels of integrity. Yet there are societal expectations, personal barriers, and organizational dynamics that often challenge our authenticity. In most credit union cultures, there is an unspoken emphasis on uniformity rather than individuality. A leader who dares to veer too far from the norm is often treated with suspicion. In the name of “professionalism,” leaders may likewise feel compelled to mask their emotional states, pretending to be someone or something they are not. Leading from a distance is impossible because it gives a leader an excuse not to engage. Inside our credit unions, the demand for immediate results can force us to pursue short-term wins over long-term, value-based goals. These short-term performance pressures can derail us from being our authentic selves. As much as we want to be authentic leaders, how does the fear of rejection, aversion to risks, pressures to conform, and inconsistent values and actions challenge us to lead authentically? And here comes the body blow: Exhibiting authentic leadership is reflective of how you inspire, motivate, and guide your followers. Becoming an authentic leader is not a matter of honor, but a challenge. There are several innate challenges to authenticity. We’re here to unpack how you can go from good to great as an authentic leader at your credit union. Give Yourself Self-Awareness Authentic leadership is not merely “being yourself.” This viewpoint can lead you to resist feedback and growth opportunities. Authenticity should not be an excuse for failing to grow, adapt, and improve. Another common pitfall is oversharing both information and emotions. You must balance honesty with discretion and consider the context and appropriateness of what is being shared. Authentic leaders emphasize self-awareness. It’s taking ownership of your work, your decisions, and your contributions to the organization’s success overall. Regular self-reflection and mindfulness practices, such as journaling, as well as 360-degree feedback, can help you increase your emotional intelligence. Also, seek feedback from peers and engage in continuous learning. A mentor or coach can guide you to develop your own unique leadership model.  Define and Align Organizational Values It is also critical not to overcorrect. A common risk is when a leader is focused solely on their own authenticity to the point that they neglect their credit union’s needs and values. The culture and values of the credit union play a significant role in shaping leadership. Authentic leaders align their actions with their values and the values of the organization. This alignment creates a coherent and compelling vision that inspires and motivates others. If you find a misalignment with building trust, inspiring loyalty and engagement, or creating a positive culture, it’s time to clarify (or reclarify) values. Review the credit union’s mission and vision statement to understand its core values and long-term goals. Compare personal values and organizational values to identify areas of alignment and potential conflict. Then, embed those values into your training programs, performance reviews, and development plans. To Err is Human Nobody’s perfect—not even the boss! Authentic leaders create a culture where failures are seen as opportunities for learning and growth. When leaders admit their own blunders, they build trust and embolden their teams to take smart risks, innovate, and improve without the fear of failure. The key is not to pass blame or judgment, but rather to say, “Now I begin again.” Give yourself and others a personal invitation to do your greatest work yet – always fixated on the road ahead, never stuck in the rear-view mirror. 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].

Don’t You Dare Utter ‘Not on Brand’

When you find yourself saying, “it’s not on brand,” do you understand why you are saying it? Uttering these words should prompt us to question whether we truly grasp the essence of our brand identity and what it represents. It’s not merely a matter of adhering to a color palette or logo; it encompasses the entire attitude and personality of our brand. If you are getting hung up on visual identity alone, something is wrong. Let me explain: Too many credit unions view their brand guides as law. Despite the term “guide” in the name, most follow strict, rigid, and literal interpretations, which harms their brand. And honestly, most of these guides involve design standards, not actual brand standards. I remember one credit union that came to Your Marketing Co. after undergoing a rebrand elsewhere. It was like trying to give therapy to cult survivors. What they had been taught actually discouraged critical thinking. They would point to words in their guide such as “mold,” “make,” and “execute,” which they were told must be included in their messaging. Here’s the deal: Yes, you need guide rails. Absolutely, they are important. But if those standards hinder your creative messaging and tone with your target audience, it’s time to reevaluate your overarching brand strategy. Take, for example, Heinz, the market leader in ketchup in the United States. I want you to watch these four spots from 1979, 2013, 2018, and 2024. 1979 – “Anticipation” 2013 – “Last Drop” 2018 – “At Last” 2024 – “The Wait” What are your first impressions? You might think it shows a “sign of the times,” and you’d be correct. Indeed, a lot has changed in 45 years. Yet, there is consistency among all four messages. Each one positions Heinz’s ketchup as a “must-have.” You may have noticed that the “At Last” spot from 2018 seems a bit different from the rest. But is it “off-brand”? No! Just because it doesn’t include people dining doesn’t mean it is off-brand compared to the other three. It adheres to the same central theme as the rest, and the singer holding a note for nearly 10 seconds certainly commands our attention. What’s great about Heinz’s latest campaign, “The Wait,” is that it taps more into our human emotions. Without any words, we’ve all been there, waving down a waitress for some ketchup for our naked fries – unless you are one of those unusual people who use mayonnaise. Eww. This brings me back to what should be in your brand standards: real audience insights. Understanding your target audience is the cornerstone of effective branding. Prioritize consumers’ needs, preferences, and behavior, and don’t be overly rigid about your guidelines. Remember: they are guidelines, not rules. What are the consumers’ attitudes toward borrowing? How do they make financial decisions? Why do they hesitate before applying for a loan or opening an account? What pain points are they facing? Of course, I realize you can’t ignore sales completely, and I’m not advocating for that either! This is where we often see credit unions focusing only on immediate sales promotions, resulting in the use of overused and unoriginal stock photos, such as piggy banks, women strangely dangling keys, or diverse groups of people with creepy smiles. Ugh. The bottom line is this: if your brand standards – or your fallible interpretation of those standards – are holding your credit union back from effectively targeting, change them today. 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].