Inside Marketing: Becoming the Wendy’s of the credit union space

When you think of brands, the names that come to mind are iconic and clear. Apple and Google conjure impressions of cutting-edge tech and coolness. Coca-Cola thrives on building a sense of nostalgia and “feel good” emotions. Wendy’s has built a strong brand based on humor and being the underdog. These companies have not only created products that attract customers but also branded themselves to be memorable and stand out in their individual fields.

Let’s take a closer look at the example of Wendy’s. While the restaurant’s burgers and chili have made a name for themselves, Wendy’s needed a brand that could stand out against other giants in its competitive circle—McDonalds, Burger King and other fast-food chains. The company has done this by building a large following on social media using a comical approach and tone in its posts. Just recently, Wendy’s caught attention and won a few laughs for its snarky celebration of National Roast Day by having people ask Wendy’s to “roast them.” Wendy’s then took to Twitter to playfully insult individuals and companies that requested a roast. This greatly increased social media interactions and increased Wendy’s brand awareness while having a little fun.

This is not to say it is recommended you insult your members! But Wendy’s purposely built a brand that is a little irreverent, and its marketing and social media posts support that strategy. For credit unions, the idea here is to create a brand and a voice that is memorable and distinct. Sometimes something a little outlandish will do the job, and at other times, a completely different approach is appropriate. Here are some pointers for creating a unique and memorable brand for your organization.

 

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