How Culture Relates to Marketing

Diverse group working in an office setting

One of the most common job interview questions is, “Why do you want to work here?”

When Your Marketing Co. interviews candidates, some of the people we interview make note that our website says we are “people who give a damn,” and that we work for “credit unions that give a damn about the people and communities they serve.” It’s not every day you apply for a company that is so blunt – not once but twice – on the About Us page.

Other candidates say YMC seems like a great place to work and that it looks like we have lots of fun. For dramatic effect, I once responded, “Who the hell told you that?!” The candidate was a bit stunned, but we had a good laugh. But here’s the kicker: How could she truly know? The answer: She doesn’t know really (although in truth, we are pretty kickass).

Make no mistake, the way our website looks, how it functions and the copy on the pages are all important brand assets regarding our culture and how we market ourselves here at Your Marketing Co. And if you are like many credit unions in desperate need of finding qualified candidates, your website is a good place to start.

But let’s answer this question:  How does your culture relate to marketing?

Former Apple CEO Steve Jobs once said, “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So, we have to be really clear about what we want them to know about us.”

Your credit union’s value proposition goes both ways, internally and externally. The ease of use of Apple’s sleek, elegant products, for example, is matched by a culture that inspires differentiation and loyalty. Too often we looked at Steve Jobs (and now Tim Cook) as Apple, but there are about 147,000 employees. If the company didn’t have an enduring culture, its marketing would fall flat.

This doesn’t mean you need to slap your core values on your marketing materials. Human behavior, by its very nature, is irrational, and value propositions for consumers versus employees are different. Effective design is not just for your members and prospects either. It should equally be used to persuade, influence, and inspire your leadership, staff, and board. The design message, too, may not be the same for your external brand.

However, while there should be variances in internal and external branding, they still work in tandem. Culture impacts your employees’ work, happiness, and satisfaction, which influences member experience. Your marketing positions your credit union as recognizable and easy to work with.

So, when we look at a company like Apple and say to ourselves, “Now that’s a company I want to work for,” why do we believe that? One word: Authenticity. Albeit perceived authenticity, we make that connection that these devices we love are created by passionate design thinkers.

Now let’s look back at your credit union. What’s your belief in your credit union? Its products? Its services? The team itself? If you and your team do not love what you do, no amount of high-level marketing can cover up mediocrity within your organization.  

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Your Marketing Co. offers experts in credit union branding, marketing, and strategic planning. We’re here to answer all your credit union branding questions.

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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!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” 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


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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