LAS VEGAS — An expert on branding emphasized the role of the promise in helping credit unions strongly improve and build their mortgage finance programs.

Speaking to credit union executives Wednesday at the American Credit Union Mortgage Association's 15^th annual meeting, Duane Knapp, an expert on corporate branding and founder of BrandStrategy Inc., said the key is the promise the CU makes to itself, to its employees, to its members and to the community at large.

Branding, Knapp explained, has become about distinction and promise. How is your credit union perceived? How are your credit union's mortgage product perceived in your communities?

“So many organizations ask their members or customers if they are satisfied,” Knapp said. “Statistically, on average, 78% of customers will say they are satisfied, across the board. So that doesn't tell you anything. What you want to know is how your members or customers feel about you compared to your competition, whether that's your immediate competition down the street or who they perceive to be the best in your field.”

“The promise rule that you are aiming for is to consistently treat people better than they expect to be treated,” Knapp said.

The way to get to the promise is to figure out what it is that you do exceptionally well, what that offers your members or customers, and how you can deliver that time after time, he explained.