The document discusses the strategic importance of branch design in shaping brand perceptions for credit unions and emphasizes that branches are not dead, as 60% of members visit them monthly. It outlines the need for a retail-oriented approach in banking, encouraging institutions to create enjoyable and memorable experiences, leverage strategic locations, and prioritize customer interactions over transactions. Additionally, it highlights the growing trend towards green initiatives and the importance of cross-selling financial products and services in a branded retail environment.

2. 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

3. MYTH The future is all about technology.

4. REALITY CHECK The future of branches hinges on strategic design.

5. 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

6. 10 years ago, people said branches were dead.

7. This was supposedly going to be the murder weapon.

8. REALITY CHECK Branches aren’t dead.

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

10. 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

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

12. 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:

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

14. REALITY CHECK People like going to stores.

15. Think like a retailer.

16. PEOPLE HAVE HIGH RETAIL EXPECTATIONS

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

18. Make banking enjoyable.

19. fortress store

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

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

22. Transactional service model

23. Put the milk in the back of the store.

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

25. North Shore Greeter/Concierge

26. transactions interactions

27. WaMu Ocassio Branch Model

28. Freestanding teller pods

29. Teller pods “anchored” to a wall

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

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

32. Member Services Greeter Vault/Safe Back of House Tellers Lounge

33. Dort FCU Video Tellers

34. Walk-up tellers just like drive through

35. Video tellers in action

36. MYTH People need a branch on every corner.

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

39. unintentional deliberate

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

41. MYTH How to create a waiting area...

42. waiting area member lounge

43. Bankwest Lounge (Australia)

44. Deutsche Bank Q110 Lounge

45. MYTH Kinecta Member Lounge

46. Dwell zones with purpose

47. undifferentiated distinct

48. MYTH Typical “tech center”

49. REALITY CHECK Tech centers are dead.

50. Kinecta FCU “tech center”

51. Create branded retail destinations.

52. MYTH Lockheed FCU “Loans Center”

53. 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.

54. Umpqua Bank Retail Zones

55. Umpqua Bank Retail Wall sit sip shop shop ask bank

56. Umpqua Bank Retail Items

57. Create brand theater.

58. chore store

59. Jyske Bank (Denmark)

60. Deutsche Bank – Retail Boxes

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

62. BNZ – Retail Packaging

63. Red Canoe CU – Retailing

64. Establish a retail street presence.

65. MYTH

66. Amplify Credit Union Storefront

67. Red Canoe Credit Union Store

68. Red Canoe Credit Union Store

69. Signature architectural statements

70. Citizens Bank Retail Window

71. Citizens Bank Retail Window

74. Build your brand.

75. commoditized branded

76. Conservative, professional

77. Fun, passionate, casual, progressive

78. Sophisticated, professional

79. Brand-building wall

80. Bold, exciting, contemporary

81. Growing green.

82. 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

84. Columbia Credit Union – LEED Gold

85. Columbia Credit Union – Eco Tour

86. 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.”

87. Questions?

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