Has the Credit Union Mantra Become Merely Credit Union Marketing?

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People helping people.

Those are big words, meaningful words. They carry weight.

Do your credit union’s brand actions align with that mantra? Do they align with whatever other promises your make in your mission, vision, and brand?

More than a century ago in 1910, Theodore Roosevelt reminded his fellow citizens of the critical distinction between words and deeds. “In name, we had the Declaration of Independence in 1776, but we gave the lie by our acts to the words of the Declaration of Independence until 1865; and words count for nothing except in so far as they represent acts. This is true everywhere.”

How does that apply to credit union marketing?

Before you think, “Oh rubbish! Our credit union marketing is real. We live up to the credit union credo,” do this one thing: Review the stories you tell in your ads, on your social media, on your website, and in your internal hype messaging to staff.

Then, list the actions you’ve taken in the last 30 days that align with that.

As the Latin expression goes, acta non verba, or “deeds not words.” Shame on those who promote the credit union mantra and purposefully neglect to follow up in their deeds. For those claiming the good words of credit union philosophy but who are stuck in the day-to-day operations and have lost sight, seize the day! Find one deed right now you can do to get back on track. For those (and there are many) who wake up every day excited to make a difference in just one person’s life, good job.

Marcus Aurelius’ words in meditations should be heeded: “you can commit an injustice by doing nothing also.” This goes for our work in credit unions, but especially those injustices we see in this world and in our neighborhoods that we do not act upon to resolve.

Is your credit union ready to live your brand and mission? Don’t know where to start? Let’s talk!

Let us help you get back on track.

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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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