Credit unions of all sizes compete for customers in an increasingly crowded digital marketplace. Having a brand that distinguishes your credit union is essential to engaging potential members who compare credit unions with local and international banks online. EverythingCU.com Chief Experience Officer Morriss Partee, explains how credit unions can evolve beyond their history of being minimally differentiated from each other, and instead develop unique brands designed to attract new members online.

1. BUILDING YOUR
BRAND ONLINE
Morriss Partee
©2005 EverythingCU.com and Denise

2. WHAT WE’RE GOING TO
COVER TODAY
• DIFFERENTIATING ONLINE
• THINGS THAT UNDERMINE ONLINE EFFECTIVENESS
• TIPS FOR IMPROVING ONLINE EXPERIENCE

3. YOUR WEB SITE IS
YOUR BRAND
MADE VISIBLE

4. HISTORY

5. • 23,866 CUs in 1969
• 11,000 CUs in the 90s
• 6,429 CUs today

6. YOUR COMPETITION FOR
SEARCH RESULTS

7. canned marketing

8. UNIQUE
CONTENT
WANTED

9. WHO ARE
YOU?

10. jargon

11. LET’S SHARPEN YOUR
BRAND

12. Who founded your CU?
What are their attributes?

13. brand filter

14. Criteria for selecting your
web vendors?
· online banking
· online lending
· mobile banking
· mobile deposit capture

15. #1 Criteria should be:
EASE of MEMBER
EXPERIENCE

16. ELIMINATE WHAT DOESN’T
WORK OR ISN’T VALUABLE

17. LIST 3 THINGS YOUR CU IS
BETTER OFF NOT DOING OR
OFFERING
(hint: your members won’t care or notice if
you stop offering it)

18. IN CONCLUSION

19. INCREASE
YOUR
ONLINE
VISIBILITY
THROUGH
UNIQUENESS

20. Just say NO to:
• stock newsletter articles
• stock marketing campaigns
• cumbersome member-facing
online services

21. Use the language of your
members & amplify it on your
site

22. Choose your web partners
based on the experience they
deliver to your members

24. Morriss Partee
Chief Experience Officer
EverythingCU.com
morriss@everythingcu.com
413·535·0621
http://blog.everythingcu.com
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