You Absolutely Should Do Your Own Branding

Frames in an art gallery

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.

Here’s why:

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.

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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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