16 years as a branding, advertising and marketing strategist 8 years engineering branded financial experiences with Weber Marketing Group Over 150 different branded branch environments (90% for credit unions) Publisher of The Financial Brand http://thefinancialbrand.com Jeffry Pilcher

16 years as a branding, advertising and marketing strategist

8 years engineering branded financial experiences with Weber Marketing Group

Over 150 different branded branch environments (90% for credit unions)

Publisher of The Financial Brand http://thefinancialbrand.com

MYTH The future is all about technology.

REALITY CHECK The future of branches hinges on strategic design.

Today’s presentation: The critical role branch design plays in shaping your brand Focus on interiors – not exteriors Strategies that maximize future in-branch relationships How to create branded retail environments and unleash the true power of your branches About the “b” word

Today’s presentation:

The critical role branch design plays in shaping your brand

Focus on interiors – not exteriors

Strategies that maximize future in-branch relationships

How to create branded retail environments and unleash the true power of your branches

About the “b” word

10 years ago, people said branches were dead.

This was supposedly going to be the murder weapon.

REALITY CHECK Branches aren’t dead.

REALITY CHECK 60% of members use a branch once a month or more. — Filene

Branches represent the “public face” of your credit union Member perceptions of your brand are largely shaped by branch experiences Relationships, trust and loyalty are built in the branch Cross-selling is most effective in-person Members prefer the “personal touch” with certain transactions and problems The power of the branch

Branches represent the “public face” of your credit union

Member perceptions of your brand are largely shaped by branch experiences

Relationships, trust and loyalty are built in the branch

Cross-selling is most effective in-person

Members prefer the “personal touch” with certain transactions and problems

How branches shape brand perceptions: location size design style number staff technology location size design style number staff technology

Pick a “promising location” Sign the lease Base branch design on existing branches (yours or someone else’s) Change out the signage Tea and cookies with the mayor A typical branch project:

Pick a “promising location”

Sign the lease

Base branch design on existing branches (yours or someone else’s)

Change out the signage

Tea and cookies with the mayor

REALITY CHECK People don’t like going to the bank.

REALITY CHECK People like going to stores.

Think like a retailer.

PEOPLE HAVE HIGH RETAIL EXPECTATIONS

Lattes or loans? UNCB’s Gold Cafés – circa 2006

Make banking enjoyable.

fortress store

REALITY CHECK Security is the #1 driver of most in-branch experiences.

Member Services Tellers Public Vault/Safe Back of House 457-55-5462

Transactional service model

Put the milk in the back of the store.

Put your products/services in their path Investments Mortgages Check Write Merchandising Product/Promo Merchandising Video Merchandising Lending Accounts Online Services

North Shore Greeter/Concierge

transactions interactions

WaMu Ocassio Branch Model

Freestanding teller pods

Teller pods “anchored” to a wall

MYTH You don’t need 6-8 teller stations for peak rush days.

REALITY CHECK You look woefully understaffed during off-peak times.

Member Services Greeter Vault/Safe Back of House Tellers Lounge

Dort FCU Video Tellers

Walk-up tellers just like drive through

Video tellers in action

MYTH People need a branch on every corner.

MYTH You can trust your intuition when it comes to locating your branches.

unintentional deliberate

REALITY CHECK Most local architects design banks based on a 25-year old model.

MYTH How to create a waiting area...

waiting area member lounge

Bankwest Lounge (Australia)

Deutsche Bank Q110 Lounge

MYTH Kinecta Member Lounge

Dwell zones with purpose

undifferentiated distinct

MYTH Typical “tech center”

REALITY CHECK Tech centers are dead.

Kinecta FCU “tech center”

Create branded retail destinations.

MYTH Lockheed FCU “Loans Center”

Think in terms of zones High speed. Short, quick messages. Interaction. Overflow. Brand messages. Sales zone. Sales messages. Exposure to high-value services. Merchandising display. Transaction zone. Short, quick messages. Promotions. “ Right channeling.” Dwell zone. Immersive messages. Exterior zone. Big, bold messages.

Umpqua Bank Retail Zones

Umpqua Bank Retail Wall sit sip shop shop ask bank

Umpqua Bank Retail Items

Create brand theater.

chore store

Jyske Bank (Denmark)

Deutsche Bank – Retail Boxes

REALITY CHECK People don’t go to the bank to buy books, clothes, gifts, coffee, smoothies, etc.

BNZ – Retail Packaging

Red Canoe CU – Retailing

Establish a retail street presence.

MYTH

Amplify Credit Union Storefront

Red Canoe Credit Union Store

Red Canoe Credit Union Store

Signature architectural statements

Citizens Bank Retail Window

Citizens Bank Retail Window

Build your brand.

commoditized branded

Conservative, professional

Fun, passionate, casual, progressive

Sophisticated, professional

Brand-building wall

Bold, exciting, contemporary

Growing green.

Of the 58% of financial institutions planning a facilities project, 75% are considering green initiatives 89% of consumers choose brands aligned with a social cause 8-9% decrease in operating costs 7.5% increase in building values Design/build costs increase 2-12% Green branches

Of the 58% of financial institutions planning a facilities project, 75% are considering green initiatives

89% of consumers choose brands aligned with a social cause

8-9% decrease in operating costs

7.5% increase in building values

Design/build costs increase 2-12%

Columbia Credit Union – LEED Gold

Columbia Credit Union – Eco Tour

Engineering branded branches Don’t just do what you’ve always done. Be deliberate, strategic and intentional. Think like a retailer – move from fortresses to stores. Make it enjoyable. Focus on interactions, not transactions. Create retail destinations. Make it memorable — differentiate. Create brand theater. Have a retail street presence. Cross-sell financial products and services. Build a “kit of parts.”

Don’t just do what you’ve always done.

Be deliberate, strategic and intentional.

Think like a retailer – move from fortresses to stores.

Make it enjoyable.

Focus on interactions, not transactions.

Create retail destinations.

Make it memorable — differentiate.

Create brand theater.

Have a retail street presence.

Cross-sell financial products and services.

Build a “kit of parts.”

Questions?

[email_address] http://slideshare.net/ICONiQ http://twitter.com/financialbrand