NEWPORT, R.I. -- "Ads create awareness--your brand is at the service level," said Branding/Marketing Expert and The Brand Who Cried Wolf Author Scott Deming, who was the closing speaker at NAFCU's Volunteer Conference.

Continuing that service in general is at an all time low, Deming says credit unions need to focus more on the relationship building process instead of features and products. When he asked the audience to raise their hands if their competition offers similar products and services--everyone had their hand up.

"You're selling commodities. So if you can't differentiate by what you sell then you have to do it by how you sell," said Deming. "The first step is to stop looking at the world and everything you do through your perspective and what you have time for. Put yourself in your members shoes and look around at what needs to change so you can develop ways to help transform your members lives."

He uses the example of working parents to drive the point home.

"It doesn't matter to your kids if you have a bad day, long drive or anything they want that attention and love at that moment not after we have a moment to relax," said Deming "It's the same with your members, differentiate yourselves by the service level and the focus on the relationship. It is really about creating a belief system, an experience so unique they are unwilling to part with."