How can a financial institution, in an industry that is quite conservative, push the envelope when it comes to their branding?

Credit unions typically position themselves as friendly, grassroots alternatives to big banks. Even the credit unions’ umbrella organization, Credit Unions of BC, runs its own tongue-in-cheek ads. The brand image is carried into the branches, where you’re apt to find modest office carpeting, a coffee station, and friendly staff. No marble or suits there.

Now, can you imagine a TD or Bank of Montreal poking fun at their services? You might even find it disturbing! For a big bank to try to project this type of image simply doesn’t fit into the mindset of your average consumer. (Although Scotiabank’s “You’re richer than you think” TV ads do border on the amusing.)

The lesson to take from these examples is that you want to be as human as possible with your web site copy. You want to convey your company’s personality. But you want to do so in an authentic way that doesn’t run so far counter to your customers’ views that they think you’re faking it.

Inject as much personality into your site as you can, but keep it real.