Apr 06, 2015
Many credit unions are faced with this challenge. Often, they look at several options, including a redesign of their website or maybe even a greater rebranding of their entire credit union.

The question is – which is best? Or, to put a finer point on it, which should come first?

 It is true that a quality website is the flagship of your credit union brand. Modern consumers will check out your website (or the mobile version of it on their smartphones and tablets) long before they'll actually step foot inside a branch facility. So, redesigning a website is a tempting option.

However, the new website, no matter how flashy it is, is merely a representation of the greater overall brand. If your credit union brand needs serious work, redesigning a website before that work is done is a little bit like putting the cart before the horse.

smart credit unions will invest the time, expertise and money up front in order to revise and refine their brand before they redesign a website. Again, the redesigned website is merely a reflection of your credit union personality. Before you have that personality figured out, you can't really put your best face forward the new website.

The temptation to just go with the new website is there. It can be done relatively quickly and inexpensively. However, a redesigned website without the benefit of a solid brand behind it is a weak contender. Resist the bells and whistles of a shiny new website and be prepared to get in the trenches and get dirty working on refining and revising your credit union brand first.