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.
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 frank@yourmarketingco.com.
