What makes a story, brand or company ‘real’ to members? It takes more than simply personifying your concept.
The most memorable, ‘real’ characters – Humphrey Bogart as the lovesick lone wolf in Casablanca, James Dean as the rebel without a cause, Hilary Swank as the tough yet vulnerable Million Dollar Baby – are all paradoxical and yet make sense. Their conflicting facets give us uniqueness and depth.
Even if we don’t position the credit union industry as a seedy bar owner with a heart of gold, there is something to be said about adding a little depth to one’s character. The Humphrey Bogarts of the world are the talk of the town – how many people draw a blank for credit unions?
Currently, the industry defines itself as a friendly neighbor type looking out for the little guy, which, even if truthful, hits one note. With a character too consistent and plastic, especially in these economic times, people might wonder what he’s hiding.
Many authentic brands embrace and manage, rather than diminish, their paradoxes. Coca Cola both energizes and relaxes, and remains the ‘real’ coke. Dove both beautifies and embraces traditional beauty ‘flaws.’ Harley Davidson is ridden by the rugged road warrior, and yet is a premium brand.
So don’t be afraid of a little paradox. You may be the slightly wimpy friendly neighborhood type, but you’re not afraid to stick to your guns – you kept going to the salad bar while the banks raided the desserts (see Ben Roger’s blog on credit union cards). You’re the trustworthy partner, yes, but maybe with more streets smarts than MBAs…and proud of it.
However you define the credit union industry, with a twist of well managed paradox, you can create a character that is more unique, memorable, and real – to you as well as your audience.
Maya Bourdeau is Filene’s new Innovator in Residence and an expert in psychological marketing. Interested in collaborating with Filene and Maya? Email us or call (608) 231-8550 for more information.
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I think Bogart might actually beat the credit union industry. Have you ever seen Sam Spade in action?
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Endearing and meaningful analogies. We all tend to relate better and apply knowledge when we learn it through stories. Why is that? Whatever the reason, we remember and seek to expand on what we learn based on it. Good article – now I’m off to learn more about the credit union industry.
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