If your faith in the country’s financial institutions is still a little shaky after last Fall’s meltdown, I’m not sure that something like Redneck Bank — basically a cross between high finance and “Hee Haw” — is going to restore it.

But this countrified online banking division of Oklahoma-based Bank of the Wichitas must be resonating with folks, because it’s beating out comparable offers by virtue of its funny branding alone:

Redneck Bank, and its sister sites AmericaNetBank.com and Evantagebank.com, are all owned by the Huckabay banking family. Redneck has quickly become the most popular of the three.

The name, and its rates, don’t hurt. Their mega-money-market offers 3.10% APY with no minimum balance. This is one of the top money market rates according to the BestCashCow rate tables. The bank (and its sister banks) are also offering a 5.25% APY rewards checking account, also amongst one of the best rates…

What’s interesting is that the Huckabay family launched three almost identical bank websites with identical rates and Redneck has done the best. It’s almost a perfect test for the power of a brand and a name to make or break a business.

Definitely a solid case study for breakthrough branding. Certainly a far cry from the banking industry’s stuffy past. And green money overshadows red necks anyway — California and New York are top residences among the bank’s new sign-ups, well outside the presumed cultural hearth represented by this theme (not that rednecks don’t exist in those two northerly states).

It’s all fun and games when “bankin’s funner”, until the mule accidentally eats your online account statements. Then it’s back to stashing your cash in your mattress, and collateralizing your Redneck Bank Visa card against next season’s crops.