Beyond Nice: The Misunderstood Side of Authenticity

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Credit Union Branding & 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 Outdated.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].

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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.
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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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