4 Myths and 4 Truths About Branding

Is what used to be a buzzword now simply a green light for your employees to nod off during an all-staff training?

Actually, no.

Some say that one way to know if a story is worth telling is if it stands the test of time. The same is true in branding. Branding is just as worth talking about in 2025 as it was in 1985 … even if the conversation is different.

Let’s start with four myths causing credit union leaders to falsely believe branding is irrelevant in today's landscape. Then let’s explore four truths still relevant today.

Myth 1: Everyone must see you to know about you.

It’s easy to think that only the big dogs can win the branding game. However, don’t confuse brand recognition for brand effectiveness. Niche marketing is more important today than ever as consumers look for specific solutions to their specific problems. Just because consumers don’t see your name plastered on every billboard in town doesn’t mean they don’t know you can meet their needs.

Myth 2: With branding, you must pay to play.

Some of the most effective things you can do for your brand cost close to zero dollars – creating a consistent greeting for your receptionists to use when answering the phone, ensuring your bathrooms are always clean and smell good, eliminating non-branded items from front office desks. These things matter and they all have to do with your brand.

Myth 3: We already have a brand.

You may have a logo, but that is not the same thing as having a brand. You may have colors you use in all your marketing, but that is not the same thing as having a brand. A brand is who you are at your credit union. Have you defined that?

Myth 4: Rates beat brand reputation.

It’s easy to assume that in an uncertain economy (like the one we find ourselves in today) consumers will shop financial institutions solely based on rate. The reality is, as many as 90% of consumers today read reviews before making a purchase decision. You simply cannot afford to ignore your brand reputation.

But why now? Why is 2025 (and 2026) the ideal time to pick up the branding conversation with renewed energy? Here are four reasons to light the branding fire.

Truth 1: No one can take your brand.

Fintechs can copy your technology. Competitors can copy your rates. Government can threaten your tax status. But no one can take your brand. In a world where everything is changing for financial institutions, having one thing – your brand – that you can hold onto as a constant is paramount for credit union success.

Truth 2: Brand breeds loyalty.

People, especially members of Gen Z, do ridiculous things for brands they love. Just check out the pajamas, swim trunks and slippers in which Whataburger fans adorn themselves; it’s as if they were attending a religious gathering! With the right brand, your credit union can have that kind of following too. Loyal fans stick around through good weather and bad, a key differentiator in today’s market.

Truth 3: Specific gratification is better than instant gratification.

Today’s market rewards instant gratification, no doubt. However, instant gratification that doesn’t satisfy a need is ultimately only temporary gratification. When your brand can meet a specific need with a specific solution, you will rise above your competition. Niche branding has never been more important.

Truth 4: Rebranding isn’t a trend or a fad – it’s a strategy.

The brand that worked for your credit union 30 years ago isn’t going to be the brand that works for you now, much less 10 years from now. Perhaps you’ve defined who you are not, and now it’s time to define who you are. Branding is about who you are.

The question is not does branding still matter – the question is does your credit union still matter.

If you believe that your credit union still matters in 2025, then you must believe that branding still matters in 2025 and 2026.