Insights on building banking brands during M&A, uncovering brand archetypes, and unlocking the power of the branch
As the most highly attended gathering for banking brand leaders wrapped its annual conference, held from April 14-16 in Las Vegas, attendees headed home energized, engaged, and ready to enact change in their organizations for maximum impact. The Financial Brand Forum is designed to help bank and credit union leaders address their biggest brand and marketing challenges and advance their opportunities for growth.
The event’s atmosphere was brimming with camaraderie and energy. “What stood out most to me was a real sense of optimism and momentum,” says Gina Bleedorn, Adrenaline’s President & CEO. “It’s a real mindset shift from ‘we know we need to change but aren’t sure how’ to ‘we know what needs to happen, now let’s execute.’” “Banking is no longer tethered to a traditional, incremental approach but is poised for true transformation,” says Juliet D’Ambrosio, Chief Experience Officer. “At the same time, the industry has never been more sophisticated, evolving to a mindset that embraces innovation to spur growth.”
The exhibit halls were the epicenter of much of the conference activity, with over 100 exhibitors, sessions by CMOs and other banking executives, and of course, cocktail receptions. Jim Marous from Banking Transformed was podcasting live from the floor, talking to the industry innovators presenting at the conference. “People are hungry for advice,” says Gina. “Knowing that what I share can spark real impact for their organizations and their customer makes speaking to this audience incredibly rewarding.”
“I go to Forum each year with the primary goal to get our collective finger on the pulse of the market and to learn where the hearts, minds, and priorities are among the industry vanguard,” says Juliet D’Ambrosio. This year, Gina and Juliet presented sessions on building powerful brands during M&A and the durable power of the branch.
Attendees who stopped by the Adrenaline booths, one in each exhibit hall, had the opportunity to take an archetype quiz to discover their leadership persona among prominent brand archetypes in banking. The quiz results showed that among the attendees: 48% identify as the Visionary, 24% as the Mentor, 18% as the Hero, and 10% as the Advocate. The quiz asks insightful questions to identify core characteristics and provides a readout for strengthening teams. Curious about your archetype? Take the quiz by scanning the QR code below.
Building M&A Banking Brands
As M&A activity surges in banking, the role of the brand in mergers and acquisitions has risen as both an essential differentiator and a prospective risk area to be managed, according to Gina Bleedorn in her breakout session. With banking deal volume and valuations increasing, banks and credit unions are under increasing scrutiny to get integration right – not only operationally, but strategically and culturally, as well. While branding may not be the first thing organizations consider during a banking merger, developing a brand-first strategy is essential to long-term M&A success – evaluating brand equity, aligning organizational vision, and executing with purpose.
Unlocking the Power of the Branch
Despite predictions about the demise of the bank branch, the reality of the last 18 months tells a different story – one of reevaluation, renewal, and reinvestment, according to Juliet D’Ambrosio in her session on the branch renaissance. Just like community financial institutions, big banks are leaning into locality and recognizing just how much value the branch network delivers for their organizations. That’s why leading institutions are actively modernizing their branches and expanding their retail networks to leverage this high-value customer channel as an essential lever for growth.
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, brand experience and branch strategy.
To learn more about customized brand and marketing strategies for your financial institution, or to speak with one of Adrenaline’s brand experience 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.
