The Branch is Dead, Long Live the Branch!
- Branch Transformation
- Brand Deployment
- Retail
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Since the rise of online and mobile banking, many Banking pundits have been prophesying of the fall of the branch.
Well, I’m here to tell you that the branch is dead.
But this doesn’t tell the whole story.
The reality is, the way the branch traditionally was built and run is dead, but the new way of running your branch has arrived and is here to stay.
So, hear ye, hear ye:
The branch is dead, long live the branch!
The old branch model acted as a center for all things banking, but with Online Banking and Mobile Banking, there is a new world order in the form of Omni-Channel, and the branch has transformed into a key component living alongside the digital.
The branch is now about Engagement.
In fact, your customers are much more likely to be satisfied, have more products and be more profitable by using all channels – with the branch being the anchor element tuning a casual customer to an ideal customer.
In fact, when the branch is allowed to act as an anchor element to the overall customer transaction and elevate the experience, the data says that a customer’s Lifetime Value increases by nearly a value of 6x when you factor in good, valuable touch points at the branch.
In context of execution, the new branch model deploys a Universal Teller, launches purposeful technology that aids and enhances the banking experience, all in a warm, inviting and open branch design that fosters conversation and relationships.
If you’d like to learn more about the evolution of the branch and how your network can evolve into a modern fleet, Contact Us today.
Brand Deployment – Execution with NECU
- Branch Transformation
- Brand Deployment
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Now that we’ve uncovered the mystery of Brand Deployment, it’s three types and how it is a critical element of Branch Transformation, let’s take a look at this in practice.
LEVEL5 has just completed a branch in Hooksett, NH for Northeast Credit Union and this branch is an amazing example when it comes to Brand Deployment.
This ground up branch represents an entirely new Brand Deployment and Design approach for the CU, who operate locations across New Hampshire and Maine.
As discussed in our previous post, this effort would be categorized as a “Refresh” Brand Deployment as NECU did not go through a brand change, but the new branch introduces completely new ways to represent the brand in the physical space.
There are a handful of foundational elements when thinking of a “refresh,” as detailed here with NECU.
SIGNAGE
When we’re discussing signage, we mean both exterior and interior.
For exterior, your signage should not only represent your brand appropriately, but should also act as a way to attract and welcome your customers, day or night. And, it’s not only about your logo. Proper execution should include directional/wayfinding signage for entry/exit, parking, ATM’s and drive-through. Just as prominent as your exterior signage should be, so should your interior sign.
Whether it be a full-blown brand wall, or something a little more subtle, your brand should be displayed proudly and prominently.
In this example from NECU, they have a traditional branded sign, flanked by two digital displays rotating branded messages, as well as an accent wall with geometric patterns seen throughout the branch’s design.
FURNISHINGS & FINISHES
More often than not, when we think of a new branch representing a “refresh,” one of the main differences that customer’s will likely notice right out of the gate may be the new overall design aesthetic of your furnishings and the small finishes that complete the look. This is never more present than a traditional Teller Tower giving way to Teller Pods, or other “open concept” style deployments.
NECU chose to introduce a Tech Bar to double as a greeting station and a new way to advise customers about key products and services via an iPad before being directed to other sections in the branch.
BRAND ELEMENTS
Beyond your primary logo and the signage deployment both inside and out, there are other brand elements to consider. In the case of NECU, they did a fantastic job to not only wrap their cash equipment in branding designs and commentary, but they left no section of the branch without key messaging that expanded their overall brand to include badges at the Teller Pods, but also clever slogans that speak to their members.
Another element to note for NECU is the subtle style-guide interpretations that have manifested itself in the branch. There is a consistent diagonal treatment across the branch, that is a design interpretation of the “N” in their logo, as well as a diamond pattern, which is an abstract extension of that brand element. This is seen as painted accents on their primary signage wall, “privacy guards” in the offices and even right down to to wall plaques in front of doors in the back office.
COMMUNITY ELEMENTS
The last key consideration to any Brand Deployment is the execution of community elements. They key here is local, even hyper-local where multiple branches may exist in different parts of the same town or metro area (Trader Joes does a great job of hyper-local murals). In the case of NECU, they have two murals. One is at the entryway of the branch, giving each member an immediate sense of the local community by showing an iconic image of the Merrimack River, the central water feature in the area.
Additionally, the Children’s Area has a large mural of Mt. Washington, not only the highest peak in the New Hampshire White Mountains, but in all of the Northeast and a geological feature carrying a great sense of pride for locals.
If you’d like to learn more about NECU’s Brand Deployment and how these types of elements can be adopted into your existing or new branch network, we’d love to chat with you. Contact Us today.
Brand Deployment – What Is It Anyway?
- Brand Deployment
- Retail
Categories:
When we begin to think of a branch transformation project, the initial needs-based strategy quickly morphs into what the branch is going to look like. And while this is an important piece, there is often an overlooked component of building your next branch that is equally important, if not the first priority.
BRAND DEPLOYMENT
Now, when we say “Brand Deployment,” we’re not talking about your Brand and the elements within your Brand Guidelines (logo, tagline, colors, mission, etc.). While your Brand Guidelines are very important, the nature of this article is to discuss the actual execution of your brand elements within a physical space, thus, the “deployment of your brand.”
To begin thinking of Brand Deployment in the right context, let’s categorize your brand the Branch Transformation efforts into three categories.
REFRESH
When you are doing a Brand Deployment as a “refresh” this implies that your overall brand, its rules and foundation have remained the same, but your overall branch network is inconsistent, particularly because you likely have evolved it with your current or upcoming branch project. Your new branch will has an evolved way to represent your brand in the physical space and while this will be your best executed branch yet, it also means a retro-fit is required for the other branches in your fleet for consistency and overall experience.
REINVENT
When you have taken on the effort to “reinvent” your brand, this means your company name has changed completely. Your mission/values may very well have remained the same, if not expanded to a degree, but your overall brand is meant to relate to a broader customer base. A recent example of this is with our friends, Canvas Credit Union, a Colorado based credit union who was operating as Public Service Credit Union until they rebranded as “Canvas” in 2018. The new name does a better job to encompass what the CU is about, members first, across the Colorado communities in which it serves.
RENAME
A “rename” when it comes to Brand Deployment is an extension of “reinvent,” but speaks more to the effort being born of a Merger & Acquisition. The new brand name is either a completely new name for both of the newly joined institutions, or the adoption of the brand name from the other FI. In either case, there is an entirely new brand palette, mission/vision and expanded customer segment.
When contemplating your next branch effort when it relates to Brand Deployment, you should ask yourself the following questions:
- How will brand’s style be represented in branch?
- How will brand elements be conveyed in physical state?
- How will core values be portrayed?
- What story will brand tell?
- Will brand need to change/evolve with new branch?
- What research is needed?
When you understand the three basic elements of Brand Deployment and ask yourself the right questions, only then can you truly begin the Design process of your next branch build.
If you’d like to learn more about Brand Deployment or hear about our recent projects, Contact Us today.
Now Playing: First Half Review in Pictures
Watch our latest video highlighting the first half of 2019’s key Branch Transformation projects.
Brand Experience Through the Branch Changes Everything
Brand Experience Break Out Session at Brand Forum
Recently we had the privilege to host a breakout session at the 2019 Financial Brand Forum. Over 150 spectators packed a room to hear Tansley Stearns (Chief People and Strategy Officer at Canvas Credit Union) discuss how to maximize the brand experience in your branch network.
With consumers still visiting branches, Tansley’s story is as relevant as ever.
To learn how we can help you redefine your brand experience in your branch, contact us today:
