Various businesses have some fairly simple but easy to remember mottos. The one that comes to mind the easiest is Avis – we’re no. 2 (it was Avis, wasn’t it?) or Wendy’s – where the beef? They sum up a core value or core principle but blanket it around the marketing message they want to establish.
Social networking is beginning to be realized as a comprehensive social phenomena. One important aspect that is being experienced is when the social networks meet face to face. Attending an event is like meeting an old pen pal. Key to this is that there is a human interaction that goes beyond the digital characters we view everyday.
Now credit unions have a very enviable position. We always have had members not customers. Members belong to something. Customers consume. We have that experience by maintaining a service culture over a sales culture (though some may differ here). As we move into developing and being part of social networking and as people begin to experience and see what it is, it can only augment who and what we are.
The credit union I work for has a motto – “Where neighbours bank”. And our agency of choice (Tim’s Bunch) presented a marketing byline ‘ “Keeping it fresh”. That puts two 3 word phrases into our daily actions. Easy to remember but sometimes difficult to to consider as a continuing action. What they do is define the culture we work in a little clearer. That is more important than a marketing motto.
Tinfoiling 
Out of all the mottos, slogans and taglines out there, a lot of them all seem to blend together these days. There only seem to be a select few who get it, while others are coming up with seemingly random phrases.
I like how you talk about your CU not only just having the motto, “where neighbours bank,” but also considering that motto in daily actions at the CU. Its a marketing phrase, yet it also inspires your employees and defines your CU for your members.
What I’m trying to get around to is that your motto is not just three nice looking words; they actually mean something. They describe your culture and who you are.