Insights from Financial Brand Forum on unlocking the power of place in banking for smarter growth
- More than eight out of ten consumers visited a branch in the past year
- The banking industry as a whole spends a total of $22 billion in annual marketing
- Branch operations and marketing often operate in separate silos, creating a significant disconnect that brands must work to overcome
- Bridging the gap starts with reimagining the branch not as a cost center, but as a marketing powerhouse
As financial institutions increase investments in their physical locations, the conversation in banking has progressed from a narrow focus on digital advances to a renewed recognition of the unmatched value of the branch. This shift is nothing short of a renaissance for the in-person banking channel, providing a distinct branch advantage for institutions that make smart spending decisions. And the payoff is huge, as more than three-quarters of new-to-bank sales happen at the branch. For institutions, this wave of investment empowers banks to boost their prospects for growth. For consumers, branch value lies in expertise and advice that’s close by.
People use branches more than any other channel to get advice, solve problems, and acquire new products, according to Accenture. Even younger generations known for being digital-first are frequent and enthusiastic users of the branch – to gather information and get guidance. Far from being a vestige of the past, branches are demonstrating their value as powerful brand hubs for advice, consultation, and connection. But customer journeys must be mapped to be effective – with customized in-branch messaging and coordinated digital content to bridge the gap between branch marketing and brand experience.
Branch Strategies for Growth
In her recent Financial Brand Forum session, “Branch Renaissance: Unlocking the Power of Your Most Valuable Channel,” Adrenaline’s Chief Experience Officer Juliet D’Ambrosio explores how financial institutions can leverage their branch networks for growth – by aligning marketing and branches into one unified brand-building engine. “If I went into 90% of branches today, I’d likely see an unorchestrated experience with homegrown brand manager driven marketing leading the way,” according to Juliet. This mix of messages includes localization, seasonal campaigns, brand messages, and line-of-business signage, all colliding and competing for attention.
People use branches more than any other channel to get advice, solve problems, and acquire new products, according to Accenture. Even younger generations known for being digital-first are frequent and enthusiastic users of the branch – to gather information and get guidance. Far from being a vestige of the past, branches are demonstrating their value as powerful brand hubs for advice, consultation, and connection. But customer journeys must be mapped to be effective – with customized in-branch messaging and coordinated digital content to bridge the gap between branch marketing and brand experience.
Juliet says the cost of this disconnect is great, as financial institutions devote significant resources into both branch development and marketing spend. In fact, banks put $2.5 million into each new branch build, and the banking industry as a whole spends a total of $22 billion in annual marketing, which is an 8% increase over last year. Despite the size of these investments, branch operations and marketing often operate in separate silos, creating a significant disconnect that brands must work to overcome. This “Branch Marketing Value Gap” most often emerges because banks see marketing and branch experience as separate functions.
Bridging the gap starts with reimagining the branch not as a cost center, but as a marketing powerhouse capable of attracting and acquiring new customers, deepening existing relationships, and driving meaningful engagement. Fortunately, the focus on more closely coordinating channels comes at a time when institutions have never been more sophisticated at marketing messages and delivering experiences. “Branch marketing is not rocket science, but it is intentional, and it does require the rigor of strategy,” says Juliet. “It’s the combination of the right place, the right message, and the right delivery.”
Coordinating Communication Channels
To create meaningful, intentional branch marketing, Adrenaline leverages a proven methodology rooted in three key pillars.
- Right Place
Each branch zone – Attract, Engage, Transact, Consult, and Support – has a distinctive role in the customer journey. Treating the exterior of the branch as a brand beacon and the interior as a relationship hub, banks and credit unions can calibrate communication and influence experience at the branch.
- Right Message
From brand storytelling and localized content to line-of-business promotions, orchestrating message categories to match customer needs-states ensures maximum influence and impact. For example, brand messages dominate exterior windows, while financial education serves to support advisory engagements inside the branch.
- Right Delivery
Through a thoughtful, curated playlist strategy including planning for dwell time and audience segmentation, digital signage transforms from a billboard into a dynamic content engine. But even traditional collateral and environmental display play a vital role in creating a cohesive communication hierarchy inside the branch.
In such an essential channel, the success of any branch marketing strategy depends not only on what messages are delivered but on who brings them to life. “All of these messages have to be orchestrated in the right way in the right zone and then ultimately with right delivery,” according to Juliet. While the zonal framework provides clarity and consistency, it’s the frontline staff that creates connections. “Staff is a key part of unlocking the power of branch marketing,” says Juliet. Their role is proactive – counseling in moments that matter, facilitating cross-sell conversations, and helping people feel seen and supported.
To learn more about strategies for brand and marketing and network transformation to maximize the value of the branch, or to speak with one of Adrenaline’s experts, contact us today.
Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.
