Last year, Merriam-Webster’s “Word of the Year” was authentic. A quick definition search reveals that to be authentic is to be genuine, original, real, actual, bonafide and true.
There is an insatiable appetite among consumers—and people in general—for more authenticity. With today’s unbelievable headlines and salacious scrutiny, folks are longing for real and genuine people to service their needs and businesses to trust.
Enter your credit union. In the world of reputation management, we define reputation as what “other people say about your credit union.” What are other people saying—or not saying—about your credit union? Are you being authentic to your staff, members and the community you serve? Are you seen as human or just a financial institution marketing for members’ attention and assets.
These ten actions will guide your credit union to be more human and authentic in 2025:
- Clear mission and vision: Articulate core values and a mission that resonates with both your members and staff. Ensure these values are not just statements on a wall but are reflected in every aspect of the credit union.
- Consistency: Maintain consistency between what you say about your credit union and what you do. This applies to branding, member interactions, and internal culture. “Inconsistencies” can erode trust quickly.
- Transparency: Be open about your credit union’s practices, decisions, and challenges. Be transparent in how your credit unions handle issues, from member complaints to business operations. It builds credibility.
- Genuine communications: Use a tone and language that aligns with your credit union’s brand personality. Avoid overly polished or insincere messaging. Authentic communication should feel real and relatable.
- Engage with feedback: Actively listen to and engage with feedback from members, employees, and community. Show that your credit union values their opinions and are willing to make improvements based on their input.
- Ethical practices: Adhere to ethical practices in ALL aspects of the credit union’s business, including sourcing, labor practices, and environmental impact. Being socially responsible and sustainable can enhance authenticity.
- Celebrate and embrace mistakes: Acknowledge and take responsibility for mistakes openly. How your credit union handles errors can demonstrate integrity and a commitment to improvement.
- Employee alignment: Ensure that employees understand and embody the credit union’s values. Authenticity comes from within the credit union, and a cohesive internal culture can translate to a more genuine external presence.
- Showcase real stories: Share authentic stories about your credit union’s employees, members, and community involvement. This humanizes your credit union’s brand and creates a more relatable image.
- Avoid overpromising: Set realistic expectations and avoid making promises that your credit union can’t keep. Being honest about what you can deliver helps maintain trust and credibility.
Bottom line: more authenticity from your credit union is needed. A.I. is great and something to adopt now and in the future. However, it currently can’t replace the human touch that a credit union can give its members.
