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 Outdated.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].