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

Speaking to credit union executives Wednesday at the AmericanCredit Union Mortgage Association's 15^th annual meeting, Duane Knapp, an expert oncorporate branding and founder of BrandStrategy Inc., said the keyis the promise the CU makes to itself, to its employees, to itsmembers and to the community at large.

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

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

“The promise rule that you are aiming for is to consistentlytreat people better than they expect to be treated,” Knappsaid.

The way to get to the promise is to figure out what it is thatyou do exceptionally well, what that offers your members orcustomers, and how you can deliver that time after time, heexplained.