Nice-looking is no longer enough for financial institutions, according to a recent article in CU Management Magazine. Branches should be built on a solid brand that communicates a consistent message upon every visit.
Reporter Jamie McMahon interviewed Mark Weber, CEO of Weber Marketing Group, and Paul Seibert, CMC & VP Financial Services at EHS Design for an article on branch transformation in the August edition of the magazine. According to Weber, a strategic approach to branch design is more important than ever, as a 2011 JD Powers Study shows brand image and, by extension, brand image is the No. 1 factor in people’s selection of a banking provider.
“Today we’re really trying to understand how facilities can become a greater tool for changing behavior of members, for enhancing brand experiences, and for setting an organization apart in the midst of an industry that looks a lot alike from one branch to another,” states Weber.
Seibert believes a particularly well-executed rebranding will also improve the energy level of employees, leading to consistent, exceptional service. “Rebranding can reinvigorate an organization,” he says. “Also, if you’re looking to make branches more about relational development, for example, it can attract that type of employee well-suited for the environment.”
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