We’ve built lots of credit union websites. And a while back we started noticing something interesting: many of our CU website projects took a slight detour to fix or update some sort of branding issue.
Sometimes it was just a little visual cleanup – fixing little graphic or type inconsistencies, or updating an awkward symbol. At other times, the process of exploring and understanding a brand in order to build their website leads all the way to things like revamping product lineups or serious consideration of name changes.
What makes these leaps happen?
Redesigning your website is a great way to focus attention on your brand.
A website is visible and real, but it’s also a space where just about anything is possible. Strengths and weaknesses with your visuals or your message show up even more clearly on a screen in a fresh context.
Plus, a website is also a great way to develop and refine solutions, experiment, and make sure everyone is on the same page.
Your website is your brand. Your brand is your website.
A credit union’s website plays a powerful – often unexpectedly powerful – role in defining many aspects of its brand.
There’s no branch, sign, ad, or commercial that will be seen and used by as many people as your website. It’s active, interactive, and available on any screen anywhere anytime.
Your website leads the way. It’s the face of your credit union in a way that nothing else can match; a hub for all of your marketing outreach and the most public representation of your brand.
Your website is how people get to know you.
For members and prospective members, your website is an easy, risk-free way to gather some critical clues to what you’re like to work with.
Not just the tangibles like loan rates, but things like authentic images and language, how hard or easy it is to find something, and whether you’re old-fashioned or cutting-edge.
All these factors help people understand your overall quality, personality and ultimately, how much they like and even trust your credit union.
Whether you’re working on a few little web tweaks or a website overhaul, make sure you think about how the website and your overall brand affect each other. Expect surprises along the way, and be ready to take advantage of what you learn.
This post also appeared on CUInsight.