Has the Credit Union Mantra Become Merely Credit Union Marketing?

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!

Get Started Today!

From strat plans to rebrands, YMC President and CEO, Bo, is passionate about helping financial institutions come up with a winning formula. If you’re ready to go beyond the SWOT, you can email him at bo@yourmarketingco.com.

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