Credit union branding guidance … from five summer movie quotes

The summer movie season is thrilling.

The biggest flicks hit the biggest screens in the country, giving audiences new classic scenes and new classic quotes to use for years to come. But your favorite movie quotes are more than fun references. They contain prudent guidance for credit union branding.

Here are five summer movie quotes and what they say about enhancing your credit union’s brand.

“You’re gonna need a bigger boat.” – Jaws

Who’s responsible for the brand? It isn’t just a few folks at the top or your Marketing VP. It’s everyone!

Expand your branding boat before the shark of organizational complacency and apathy devours your growth. Abide by the brand triangle – leaders must lead the brand, employees must live the brand and (if those two parts go well) members will love the brand.

Credit union branding should be part of your onboarding, regular meetings, quarterly trainings and service standards. Your brand is your identity, and your branding is … well … everything.

So, stop boxing in your brand. Build a bigger boat.

“Your mission, should you choose to accept it…” – Mission Impossible

This phrase sounds like a suggestion rather than a requirement, but Agent Ethan Hunt always accepts the mission. Do your employees always accept your brand direction? Do you?

Gallup research from a couple years back showed only 27% of staff believed in an organization’s values and fewer than 50% knew what made their workplace different.

Such low buy-in has downstream effects on morale, service and yes, the bottom line. Too many employees and leaders are professional sleepwalkers. They’re going through the motions without intentionally living the brand. It’s time to wake up.

Your credit union branding isn’t optional. Accept the mission.

“In times of crisis, the wise build bridges while the foolish build barriers.” – Black Panther

These days, times of crisis seem somewhat constant. But even without wide-reaching socioeconomic troubles, some members are always going through a crisis. Bills are too high. There’s a medical emergency or a car breakdown.

Whatever it is, they need someone (AKA you) building bridges to help them. You must communicate your brand and broadcast your message. A great brand matters little if nobody knows about it.

Sadly, reaching the right niches is the hardest thing for financial marketers to do.

Research and analysis will help your credit union branding, but the largest boon will be consistent action. Many credit unions struggle with consistent marketing that moves the needle for their brands.

Don’t let inadequate communication act as a barrier to growth. Brand messaging takes work, but mastering consistency builds bridges to the consumers who need you.

“Just keep swimming.” – Finding Nemo

Let’s be honest: credit union branding is exhausting (especially as described in the points above). It’s a constant effort. An infinite game.

Thankfully, Dory reminds you what to do “when life gets you down.” Even when you’re not having fun … just keep swimming.

Operationalizing your brand and making it your North Star revolutionizes your institution. 90% of businesses prioritizing a brand mission beat out their industry averages, and consistent brands could increase revenue by 33%.

Branding is tiring. And challenging. But never stop swimming if you want to reach your destination.

“Your future is whatever you make it. So make it a good one.” – Back to the Future III

Your brand’s past might stink of missteps or gross visuals or mismatched messaging. Just remember: your past is not your future.

Proper credit union branding is something you can start (or restart) right now.

It’s not too late to chart a better course for your brand. It’s not too late to refurbish an outdated brand. It’s not too late for you to build something that sustains your credit union the next 30 or 60 or 100 years.

Your brand’s future is in your hands. Do something spectacular with it.