As someone who works for a credit union branding agency, I 100% agree with this headline, although perhaps not the fallible way one might interpret it.
For those who take a literalist interpretation – a credit union should ignore outside help and work on its brand independently forsaking all others – that is quite closed-minded. It’s the equivalent of a bratty teen on a talk show declaring, “Nuh-uh. You don’t know me. I’ll do what I want.” These types of walls end up hurting credit unions instead of protecting them.
From a literal point of view, however, I agree that a credit union should own its branding. Your brand reflects your people, thoughts, and actions. A key reason why brands fail is authenticity. Sometimes brands position themselves as bombastic, while the experience is much more retained. This mismatch leads to confusion in brand identity and positioning. Therefore, developing a credit union brand that has ownership from the frontlines to the C-Suite is critical for success.
Ownership is the No. 1 reason why most credit unions don’t hire outside help and is also the top reason why they should use a branding agency.
Snuffing Out the B.S. – The right branding agency looks to eliminate (not create) the two Fs: fluff and falsehoods. This means also looking at how the credit union has conditioned its team to view itself, which shapes the beliefs and attitudes toward its brand. As individuals and as a company, we’ve all constructed a narrative about ourselves and the world around us. The right brand strategist will unearth the good, the bad and the ugly of the credit union. They are skilled in providing the best strategy to communicate your credit union’s unique value proposition in a meaningful way so that you can create the impact you want for your organization.
Framing Your Brand – No one can paint quite like a painter. No one designs homes quite like an architect. No one knows financials quite like you do. And when it comes to storytelling, no one can develop a brand that connects, inspires, and motivates others like a great storyteller. The story you tell yourself, your members, and prospects matters, and the right consultant can bring new life to an organization.
Design is in the DNA – A great credit union branding agency can separate “pretty” from “human-centered” design. Smart design is a problem-solving tool. It helps make it easier for people to engage with you over your competitors. It can unify your team. It can even influence how people feel about themselves and you. When done right, design can motivate and change opinions.
The key to owning your brand is to gain perspective. A branding agency allows your credit union to learn and engage with its brand like never before – an objective, fresh viewpoint to unlock what’s inside your organization.
Are you ready for YMC to help you find long-term growth by way of helping you own your brand?
Credit Union Branding
Your Marketing Co. offers experts in credit union branding, marketing and strategic planning. We’re here to answer all your credit union branding questions.