How Credit Union Digital Marketing Has Changed in the Last 5 and 10 Years—And How CUs Can Adapt

If there’s one constant in the world of credit union digital marketing, it’s change. Over the last decade, we’ve witnessed shifts that have revolutionized how businesses, including credit unions, connect with their audiences. The pace of these changes has only accelerated in the last five years, leaving many wondering: How can credit unions adapt to stay relevant? Let’s take a look back at some key changes in marketing over the past 5 and 10 years and explore strategies to ensure credit unions thrive in this ever-evolving landscape. The Last 10 Years: The Digital Boom A decade ago, digital marketing was gaining steam, but it hadn’t yet become the dominant force it is today. Social media platforms like Facebook and Twitter X were essential tools, but they were still relatively straightforward—post some content, engage with your audience, and call it a day. Fast forward to today, and digital marketing has exploded into a sophisticated ecosystem. Social media algorithms have grown more complex, video content reigns supreme, and pay-to-play is the norm. Credit unions, which once relied on organic reach, now need to allocate budget to sponsored posts and targeted ads just to maintain visibility. Additionally, the rise of smartphones and mobile apps has completely reshaped member expectations. Members expect seamless, mobile-first experiences. Credit unions that embraced mobile banking early are thriving, while those that lagged behind are playing catch-up. The Last 5 Years: AI, Data, and Personalization In the past five years, the credit union digital marketing landscape has undergone another seismic shift with the advent of AI, advanced data analytics, and hyper-personalization. How Credit Unions Can Adapt Adapting to these changes doesn’t have to be overwhelming. Here are some actionable steps to stay ahead: Change isn’t slowing down. The next five years will likely bring even more disruption to the credit union marketing world. By staying adaptable, investing in the right tools, and keeping members at the heart of your strategies, credit unions can not only survive but thrive in this ever-changing landscape. At Your Marketing Co, we’re passionate about helping credit unions navigate these changes and finding ways to educate, engage, and retain the next generation of credit union members. Together, let’s build marketing strategies that honor your mission while embracing the future.

Credit Union Marketing Trends for 2025

Ah, 2025—we’re officially living in the future! Still no flying cars, but plenty of reasons for credit unions to get excited. As the digital landscape evolves faster than a TikTok dance challenge, staying ahead of the curve is no longer optional but mandatory. So, grab your notepad and an energy drink (and maybe a stress ball) because here are the top digital marketing trends your credit union must embrace in 2025. 1. Social Media as the Ultimate Member Engagement Hub Social media platforms are no longer just about connections and entertainment. They’re becoming full-scale, member engagement engines. In 2025, credit unions can expect advanced targeting capabilities, robust analytics, and seamless integrations with financial services. From Instagram’s in-app messaging to TikTok’s viral campaigns (who knows what will happen after January 19th…stay tuned), credit unions must double down on creating engaging, member-focused content that fosters trust and loyalty. 2. Smarter Paid Digital Ads for Member Growth With AI and machine learning taking center stage, paid digital ads in 2025 will be smarter, faster, and more efficient. Credit unions can leverage platforms like Google Ads and Meta Ads to deliver hyper-relevant messages to prospective members. Predictive algorithms will optimize campaigns in real-time, while dynamic ad creatives will adapt to individual preferences. Imagine promoting your auto loan rates to members right when they’re car shopping or showcasing your credit card benefits during peak spending seasons. Strategic paid ads will help your credit union grow membership and deepen engagement. 3. Websites That Feel Like Financial Advisors Gone are the days of static, one-size-fits-all credit union websites. In 2025, websites must act more like digital financial advisors, offering personalized experiences based on user behavior. AI-driven tools can recommend products like loans or savings accounts tailored to a member’s unique needs. Chatbots can provide instant assistance with a human touch, while intuitive navigation ensures every member finds what they need quickly. Whether it’s streamlining online loan applications or educating members about financial wellness, your website needs to be the centerpiece of your digital strategy. 4. Social Commerce for Financial Products On top of current member engagement, social platforms will be the primary battlegrounds for financial product promotions in 2025. Tap into social commerce trends by promoting share certificates, holiday loans, or checking accounts directly through Instagram or Facebook ads. With “Apply Now” buttons and lead forms built into these platforms, reaching prospective members has never been easier. To succeed, investing in visually compelling ads and video content that make financial products approachable and relatable is nonnegotiable. 5. Nano Influencers: The New Word-of-Mouth Forget big-name endorsements. In 2025, credit unions should harness the power of nano influencers—community leaders, educators, or even enthusiastic members with small but highly engaged audiences. These local champions can authentically share their experiences, whether it’s about low loan rates or exceptional member service. Nano influencers bring trust and relatability, making them perfect for spreading the good word about your credit union. 6. Privacy-First Marketing With increasing digital attacks and tightening data privacy laws, your credit unions must prioritize transparency and ethical marketing. Members expect clear opt-ins, secure data handling, and respect for their privacy. In 2025, a commitment to privacy isn’t just about compliance. It is paramount to gaining member trust and retention. 7. Visual-Driven Content is Key From eye-catching graphics to snappy video ads, you can expect visual content to continue dominating in 2025. Use platforms like Instagram, YouTube, and TikTok to share financial tips, highlight community initiatives, and showcase real member stories. Remember: authenticity matters, but only if you ensure your content aligns with your credit union’s mission and values! The digital marketing landscape in 2025 is shaping up to be an exhilarating mix of creativity, technology, and strategy. For credit unions, the focus should be on leveraging social media, paid ads, and websites to not just stay competitive but to strengthen member relationships and grow your community. So, what’s the game plan? If you want to embrace these trends, experiment boldly, and (most importantly) keep your members at the heart of everything you do, then let’s make this your year. Here’s to 2025!

Big Bank Strategies for Boutique Credit Unions

Fancy, corporate bullshittery for the strategy our most successful credit union clients already employ: focusing on a target market, serving them well, and being okay with not being all things to all people. I was recently on a flight to visit a credit union client, and Jim Cramer was interviewing the CEO of KeyBank, Chris Gorman. In terms of marketing strategy, KeyBank is in a weird limbo. It is too big to be a community bank, but far too small to be considered a megabank. Interestingly enough, it’s actually in a sweet spot, according to Gorman. That’s where their “targeted scale” strategy comes in. KeyBank’s “targeted scale” strategy focuses on achieving growth and efficiency by concentrating resources on specific client segments and business areas, rather than pursuing broad, indiscriminate expansion. This approach enables KeyBank to offer differentiated services tailored to the unique needs of its chosen markets, setting it apart from competitors. Gorman emphasizes that growth should be strategic and client-focused, rather than simply increasing size for its own sake. On a recent episode of the Evergreen Podcast, he states, “I don’t think scale just for scale’s sake makes a ton of sense. It would have to have a very high bar strategically.” An example of this strategy in action is KeyBank’s recent $2.8 billion minority investment from Scotiabank. This capital infusion is intended to strengthen KeyBank’s balance sheet and enhance its capacity for growth in targeted areas, such as investment banking, payments, and wealth management. Gorman notes that the investment, “creates greater capacity for growth by enabling additional investments in targeted scale across our franchise and increases Key’s strategic agility.” By focusing on targeted scale, KeyBank aims to deliver unique, holistic solutions and nontraditional services to its clients, thereby enhancing its competitive position in the financial industry. While KeyBank may be much larger in size than HopeSouth Federal Credit Union ($31million), the “targeted scale” strategy has been just as successful for this small, boutique credit union. Located in a rural, South Carolina county filled with predatory lenders and the abandoned branches of banks that deserted the area through the years, HopeSouth continues to fulfill its mission. They continue providing financial hope by focusing on people who need a fresh start with their finances. It has paid off big over the last decade with an average of 2% ROA, double digit loan growth, and steady membership growth. Recently, in their strategic planning session, the board and leadership team committed to doubling down on their targeted scale strategy with some bold decisions and innovative tactics over the next few years. In the interview with Jim Cramer, Gorman summed up KeyBank targeted scale strategy like this: “Know where we win, how we win, and why we win.” In this new year, if you find yourself stuck, perhaps your strategy needs a reset. Through some tough, strategic conversations and finding your own targeted scale strategy, growth is possible. Over the last two decades, we have helped hundreds of credit unions get unstuck and find pathways to sustainable and meaningful growth. We can do that for you, too.

Closing Out 2024: End-of-Year Credit Union Marketing Essentials

As the year winds down, credit unions have the perfect opportunity to reflect on their marketing efforts and set the foundation for a strong year ahead. The financial industry is constantly evolving and staying competitive means balancing the lessons of 2024 with innovative strategies for 2025. From wrapping up campaigns to planning fresh initiatives, a thoughtful approach can ensure your credit union continues to connect with members, deliver value, and stand out in the crowded marketplace. Let’s dive into how you can wrap up the year with intention and craft a marketing plan that drives success in the new year. 1. Conduct a Year-End Marketing Audit Before you dive into planning for 2025, assess your 2024 efforts: 2. Celebrate Achievements with Members Engage your community by showcasing the impact your credit union had this year: 3. Optimize Digital Channels Ensure your online presence is fresh and functional heading into the new year: 4. Run an End-of-Year Campaign Capture last-minute engagement with targeted campaigns: Preparing Your 2025 Marketing Plan 1. Set Clear Goals for 2025 Establish marketing goals that align with your credit union’s strategic priorities, such as: 2. Deepen Your Member Understanding Refresh your ideal member personas to ensure your campaigns resonate. Incorporate: 3. Prioritize Digital Transformation With digital banking becoming essential, make sure your marketing reflects this shift: 4. Embrace Emerging Marketing Trends Stay ahead by integrating new strategies: 5. Plan a Robust Content Calendar Build a 2025 content calendar that aligns with seasonal priorities, industry events, and member needs. Include: 6. Budget Strategically Review your 2024 spend and allocate resources wisely for 2025. Invest in areas with proven ROI and consider testing new channels or formats to diversify your approach. Final Thoughts: Start 2025 on the Right Foot Wrapping up the year is more than a task—it’s a chance to solidify your credit union’s reputation and build momentum for the future. By reflecting on what worked in 2024 and crafting a thoughtful, member-focused marketing plan for 2025, you’ll be ready to achieve greater success in the new year. Need help creating your 2025 marketing strategy? Let’s collaborate to make your credit union’s goals a reality!

Can Credit Unions Win Social Media? Yes. Here’s How.

No longer is social media a “nice-to-have” platform but a vital one for credit unions. But let’s face it: capturing attention amid thousands of social posts and competing brands requires strategy, creativity, and relevance. Credit unions can take cues from bigger brands that have mastered social media to create engaging, effective, and memorable interactions. Here’s how your credit union can bring these best practices to life. 1. Show Your Personality & Be Relatable From Wendy’s iconic Twitter X sass to Old Spice’s offbeat humor, large brands have succeeded by letting their personalities shine. Credit unions need to also create a distinct voice that members look forward to and recognize. Friendly, educational, witty, helpful, it doesn’t matter—the key is consistency. People connect with personalities, not faceless institutions. 2. Humanize Your Brand with Real People Dove and Apple understand the power of having real people tell real stories. Dove’s Real Beauty campaign, for example, has been widely celebrated for showcasing people of all body types, ages, and backgrounds. Similarly, credit unions can feature their members and employees. Share stories of real members who achieved their dreams or reached new milestones—whether it’s buying a home, starting a business, or anything else—with help from their credit union. Freebie: Create a “Member Spotlight” series across your social media channels. Highlight a different member each month, sharing their story, what they value about your credit union, and how they’ve achieved their financial goals. Not only does this highlight your impact, but it also serves as social proof. 3. Create Educational, Shareable Content Social media is an excellent platform for financial literacy. Look no further than Capital One’s Money & Life program, providing free financial education to various communities. Your credit union’s social media is a trusted source of financial knowledge, but it has to demonstrate that to your members. 4. Tap into User-Generated Content (UGC) UGC builds credibility and fosters community. Brands like Starbucks and GoPro often rely on user-generated content to showcase how regular customers enjoy their products. Credit unions can encourage their members to share their experiences by holding contests, using hashtags, or featuring members who tag the credit union in their posts. Freebie: Run a “Why I Love My Credit Union” contest, inviting members to share photos and stories about why they appreciate your credit union. Choose one or more winners to receive small prizes (gift cards, branded merch, etc.) and feature the winning posts on your social media. 5. Leverage Video Content to Engage and Educate These days, video is king on social media, and brands like Apple and Airbnb have shown that a well-crafted video creates an emotional connection. For credit unions, video is a fantastic way to simplify complex financial concepts and convey them in a friendly, relatable manner. 6. Incorporate Seasonal & Community-Focused Content Take a page from Coca-Cola’s holiday campaigns, which evoke a sense of togetherness and joy. As a community-focused credit union, you can similarly tap into holidays, local events, and even trending themes to keep content timely and engaging.  7. Stay Ahead with Social Listening Brands like Netflix and Nike pay close attention to what their customers are saying about them on social media. This “social listening” allows them to respond quickly to concerns, celebrate wins, and refine their strategies based on what the audience cares about. Similarly, you can easily set up alerts for mentions of your credit union’s name and common keywords related to your services, then respond promptly to any member feedback, questions, or concerns on social media. 8. Collaborate with Local Influencers or Community Leaders Big brands often work with influencers to reach broader audiences. Credit unions can follow suit by partnering with local influencers, hometown celebrities, or community leaders who resonate with the membership’s values. Freebie: Work with a local influencer for a “Day in the Life with [Credit Union]” series where they’re invited to visit your branch, learn about products, and share their overall experience to their followers. 9. Embrace Interactive Content Interactive content—like polls, quizzes, or challenges—make your social media channels feel more engaging and less salesy. Big brands like Buzzfeed have mastered this with their famous quizzes and polls, making their social media engagement fun and interactive. 10.  Experiment & Keep Content Fresh! Social media trends change CONSTANTLY. Thanks to their resources, big brands are quick to pivot, trying new formats and approaches to stay fresh. The good news is, even with less resources, credit unions can do the same! Test new formats, rotate themes, analyze what resonates with your audience, and don’t be afraid to get weird with it. At the end of the day, social media is not some fad or short-lived phenomenon. It is a direct line to your membership and an invaluable way to make your presence felt in their daily lives. But “being online” is no longer enough to reach current members or attract new ones. Credit unions, are you struggling to break through the social media noise and reach members? Consider working with professionals capable of boosting your social media presence.

The first rule of successful credit union marketing is…

The first rule of successful credit union marketing that you must remember is: You are inside of your credit union, looking out. Potential members are outside of your credit union, looking in. Your inside-looking-out perspective makes you blind in one eye. Confirmation bias makes you blind in the other eye. You cannot see yourself the way your potential members see you. You imagine they see you based on your mission statement, your policies and procedures, your good intentions, your employee training… You imagine that potential credit union members see you the way you want to be seen. You see those things—you care about those things! Your potential member doesn’t know or see them, not yet. And (GASP!) they don’t care. They have problems. Big problems. They have debt spiraling out of control, causing stress and anxiety. They are living paycheck to paycheck, wondering what to do when that one small emergency inevitably happens, and they don’t have the means to fix it. They worry they will miss their kids’ games, performances, and lives because they have to work overtime to make ends meet. Here’s the hard truth: When you’ve convinced your credit union marketing person to see your credit union the same way you do, that marketing person has nothing left to offer you but flattery—not results. Back in my radio days, this weathered, old ad guy once said something I’ve carried with me to this day: “Our industry is drowning in math and starving for ideas. We need people who can dream shit up. We need impractical, illogical people. We have plenty of data. We need more of the opposite. We have forgotten that the only unique benefits we can provide to clients is imaginative thinking and creativity. Everything else, aside from ideas, they can get somewhere else. Good ideas are good ideas. Things that are entertaining, interesting, and uplifting will always be attractive to everyone.” It comes down to the basic principles of advertising, and business in general. Some thoughts to consider: “Good inventors and designers (and marketers) deeply understand their customer. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you’ll find on surveys.” – Jeff Bezos, Amazon “First principles is kind of a physics way of looking at the world. You boil things down to the most fundamental truths and say, ‘What are we sure is true?’ … and then reason up from there.” – Elon Musk, Tesla and SpaceX “Every moment in business happens only once. The next Bill Gates will not build an operating system. The next Larry Page or Sergey Brin won’t make a search engine. And the next Mark Zuckerberg won’t create a social network. If you are copying these guys, you aren’t learning from them… Indeed, the single most powerful pattern I have noticed is that successful people find value in unexpected places, and they do this by thinking about business from first principles instead of formulas.” – Peter Thiel, PayPal Credit union marketing strategies are successful when we remember these basic principles. Your members aren’t looking for a product or a service. They are looking for transformation. They are looking for a solution. They want a hole in the wall but need the hammer to make it happen. In short: Don’t try to convince your members and potential members to think and feel like you do. Learn how to think and feel like them.

Vicinity Unveils New Name and Launches Cutting-Edge Website

Vicinity Credit Union, formerly known as United Credit Union, is excited to announce its official rebranding and the launch of its new, state-of-the-art website. Founded in 1930 within the halls of a Chicago high school by 15 visionary teachers, Vicinity Credit Union has always been more than just a financial institution – it’s a community cornerstone. Originally established as Union Teachers Credit Union, it evolved into United Credit Union in 1986 upon earning a community charter, broadening its reach and impact. As Vicinity Credit Union, the name captures its mission and deep-rooted connections within Chicago’s vibrant neighborhoods. It serves as a renewed commitment to being at the heart of the communities the credit union serve. “Vicinity reflects our mission to be a close and trusted partner in every neighborhood, helping our members achieve their financial goals and build a stronger community together,” said Vicinity CEO Mario Aguirre. As part of this exciting transformation, the credit union launched a cutting-edge website featuring an ultra-responsive design, intuitive interfaces, and the latest in financial technology. Designed by Your Marketing Co., this state-of-the-art platform ensures a seamless online experience, reflecting a commitment to innovation and excellence. Optimized for all devices, vicinitycreditunion.com ensures fast load times and seamless navigation whether you’re on desktop, tablet or smartphone. The user-friendly layout and simplified navigation makes it easer than ever for members to access services, find information and manage their accounts. The site offers enhanced security features, faster transaction processing, and integration with modern banking tools, including applying for loans and services online – a new feature for the credit union. “One of the biggest things for us is financial education,” said Mayra Avila, Vicinity’s marketing and social impact manager. “You can take a quick survey on the website regarding your current situation and receive targeted resources that can improve your finances.” According to Reh Harvey, YMC’s vice president of digital strategy, the primary focus of the new website was functionality and capabilities to provide members with the quickest and most efficient access to service. “Our mission was to create more than just a website,” Harvey said. “We wanted to craft an engaging digital experience that truly serves the neighborhoods in the greater Chicago area.” The engaging interface speaks directly to the community, reflecting the credit union’s commitment to being an engaged, resourceful, and tenacious partner. A key component to that was making the digital experience smoother, smarter and more user-friendly, said Alex VanHaasteren, senior web developer at YMC. “The new site is not just an online portal, but a dynamic space that invites users to interact in ways that are meaningful and relevant to their financial journeys,” VanHaasteren added.

Unignorable Credit Union Holiday Ads

If you want your credit union to stand out this Christmas season, it’s not about offering the biggest discount or plastering holiday cheer everywhere. And like a shattered glass ornament, I’m going to start by chipping away at some of your expectations for the holidays: Now that I’ve captured your attention, you’re probably ready to write off all your festive visuals and flashy promotions altogether since you might already be a step behind the sleigh or hate the idea of spending more. Well ho-ho-hold up! How to Stay Competitive Let’s untangle that mess of Christmas lights and brighten your outlook: While costs increase, so do conversion rates. According to a Shopify study, brands typically see a 35%–50% increase in conversion rates during the holidays. Despite higher costs, the ROI for holiday campaigns can be up to 4–6 times higher than non-holiday periods. The holiday season can tempt brands to completely overhaul their image in favor of festive aesthetics, but here’s the truth: it’s a mistake. Your core identity is what sets you apart from competitors, and it should remain the cornerstone of your holiday campaigns.  The key is finding balance. Yes, embrace the festive cheer, but do it in a way that enhances who you are as a brand, rather than overshadowing it. Note well: Uncertain about the current direction of your brand? Let’s talk about it. Don’t Rely Solely on Discounts Now, let’s be clear: Discounts are part of the holiday game, but they shouldn’t be your entire strategy. Consumers are savvy, and during the holiday rush, sales are everywhere. In fact, 42% of consumers say they are more likely to ignore brands that focus solely on discounts and promotions during the holiday season. What really makes a difference is emotional storytelling. During the holidays, people are more receptive to messaging that tugs at their heartstrings. So, rather than relying solely on sales-driven tactics, tell stories that resonate. Show how your credit union supports local communities, helps families achieve their financial goals, or makes a tangible difference in people’s lives. Santa Doesn’t Visit Just One Chimney Leveraging multiple platforms is critical. According to Salesforce’s Holiday Shopping Report, 65% of consumers engage with brands on multiple channels before making a purchase. For your credit union to succeed, you must combine paid social ads, email marketing, display ads, and in-store promotions to maximize reach. The more unified your strategy, the stronger the impact. One of the most powerful tools you have in your arsenal is personalization. Consumers expect tailored experiences, and your credit union has access to data that allows just that. Whether it’s through personalized emails, special offers for long-time members, or holiday greetings that address members by name, personalization makes your members feel valued and understood. In a world filled with impersonal holiday campaigns, a personal touch can be a game-changer. Video is King Finally, if there’s one medium you should invest in this season, it’s video. Video content consistently outperforms other formats in terms of engagement and conversions. Did you know that 80% of internet users watched a video ad in 2023? Consumers are more likely to engage with interactive or engaging video content, especially on platforms like YouTube and TikTok. Video ads often have click-through rates (CTR) that are 3–5 times higher than static ads, especially during the holiday season.  Whether it’s a heartfelt member testimonial, a story about how your credit union is supporting the community, or a simple, shareable holiday greeting, video brings your brand to life in a way that static images and text just can’t. And in a crowded marketplace, that extra emotional pull can make all the difference. The bottom line is this: Credit unions have a unique opportunity to connect with their members in meaningful ways during the holiday season. Strong creative, coupled with real-time optimizations, ensures you’re maximizing your return on investment.  Don’t just settle for being another credit union offering a rate discount or pushing some boring cliché Christmas on your members. Make your members feel like they are a part of something bigger. This season, it’s about connection, loyalty, and making a lasting impact. 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].

Your Credit Union’s Website is Failing – A Call-to-Action on Making Your Website Seamless

Before we go any further, pull up your credit union’s website and track the following: Where are your CTAs currently located, and how many clicks does it take for your potential member to convert?

Beyond Nice: The Misunderstood Side of 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].