Branding & the Zeitgeist in Credit Union Marketing
A peculiar trend on social media has marked the summer of 2024: the “brat summer.” This term, often associated with Gen Z and younger Millennials, refers to a carefree, indulgent attitude that often involves flaunting wealth, luxury, and a general disregard for societal norms. While this trend might seem fun and lighthearted on the surface, credit unions must approach it cautiously. The risk lies in chasing after popular culture trends without fully understanding their implications for their membership base. Credit unions having a brat summer don’t want to disrupt their brand image.
Using the lime green and arial font inspired by Charli XCX’s hit album, “Brat”, has been a fun way for brands to get attention and attempt to tell people they are part of the current pop culture—even Kamala Harris used it in their social media. However, we have seen examples of brands getting negative attention for such marketing efforts. Pepsi hired Kendall Jenner and tried to capitalize on the Black Lives Matter protests but the ad was widely criticized for how it trivialized the serious issues of racial injustice. This led to it being pulled and a significant backlash.
Dunkin’ Donuts had a campaign using the fun movie “Happy Feet” to leverage the popularity of their brand, but instead, they were met with criticism from parents who felt it was inappropriate to market fast food to children. Even trying to be “new” like Coca-Cola did in the 1980s shows how a major brand can fail with such a decision.
Understanding Your Members: The Key to Effective Branding
The success of a credit union’s branding and marketing efforts hinges on a deep understanding of its members. This includes:
- Demographics: Age, gender, income level, geographic location, and family status.
- Psychographics: Values, beliefs, attitudes, and lifestyle choices.
- Financial Goals: Short-term and long-term financial aspirations.
- Digital Habits: How members interact with technology and social media.
By understanding these factors, credit unions can tailor their messaging and offerings to resonate with their target audience. It will also guide you to the “stay-away topics” that could contradict the values of your members and prospective members.
The Dangers of Chasing Trends
While it’s tempting to jump on the latest trends, blindly following them can lead to several pitfalls. If a credit union’s branding becomes too focused on the “brat summer” aesthetic, it could alienate older members or those who don’t identify with that lifestyle. Trying to force a fit with a trend can make a credit union’s brand feel inauthentic and disingenuous. Finally, by focusing too much on the “brat summer” trend, credit unions might miss out on more relevant and meaningful ways to connect with their members.
A Balanced Approach
Instead of chasing trends blindly, credit unions should adopt a balanced approach:
- Leverage Relevant Trends: Identify trends that align with the values and interests of their members and incorporate them into their marketing efforts tastefully and authentically.
- Stay True to Core Values: Ensure any branding or marketing efforts remain consistent with the credit union’s core values and mission.
- Prioritize Member Needs: Always put the needs and interests of members first, even when considering trends.
By understanding their members and adopting a balanced approach to trends, credit unions can effectively navigate the “brat summer” and build strong, lasting relationships with their membership base. Hopefully, we saved your marketing from losing its rizz or coming off sus as they were contemplating an attempt to look relevant and instead looking like Steve Buscemi as he tries to infiltrate a high school, no cap. Granted, maybe your members and potential members might have enjoyed it, that is the joy of marketing—taking risks and having fun, but thinking of who you are communicating to and what you wish to communicate.
