Recapping the webinar “From Footprint to Future: How Successful Credit Unions Drive Growth with a Brand-to-Branch Strategy” presented by Juliet D’Ambrosio & Nick Mentel
Of the 80% of younger generations who hold a primary account at a financial institution, credit unions are only capturing 31% of these consumers. In a recent webinar, “From Footprint to Future: How Successful Credit Unions Drive Growth with a Brand-to-Branch Strategy,” Adrenaline’s Chief Experience Officer Juliet D’Ambrosio and Managing Director of Insights & Analytics Nick Mentel explored how successful credit unions marry branch network optimization with brand experience to deepen relationships and stand out from the competition. Analytics tell part of the story, but having a differentiated brand ultimately determines whether those investments deliver on their potential. Driving successful credit union growth is both “an art and a science,” according to Juliet on the webinar.
It starts with the science. The first step is to analyze macro demographic and economic trends – such as housing starts, commercial development, unemployment rates, census data, and competitive density. The next step involves mapping existing member locations and evaluating expansion markets. The goal: to maximize perceived coverage in order to identify the attainable fair share of the market with minimal capital outlays. Noting that consumer behavior has changed in the past few years, and that life/work patterns have evolved, Nick Mentel says that it is imperative to understand “not only what the world looks like today, but what it will look like in 2030 in terms of an evolving landscape.”
The new landscape is one where the transactional branch model is being replaced by a relationship-based one. Because, despite headlines from a few years ago predicting that COVID killed branch banking, branches are back. They just serve a different purpose now. Digital may be where people do everyday banking, but branches are where credit unions create relationships.
Accenture’s Banking Consumer Study 2025 found that members used branches more than any other channel to get advice, solve problems, and acquire new products. In a low- to zero-transaction future, “brand environments say something really powerful before a banker even opens their mouth,” says Juliet. “The spotlight is no longer on transactions, but on a design that says, ‘You’re welcome here. Please come in. This space is for you.’”
Indeed, 75% of consumers say that access to a local branch is critical and 7 in 10 people want a branch within 15 minutes of them. Even 65% of the digitally native Gen Z population prefer to open new accounts in person. “The purpose of the branch continues to shift from transactional to a place to connect, learn, share, and gain advice,” says Nick. He emphasizes that what members want from branches (perceived convenience, community, connection, and expert consultation) connects to business value for credit unions.
“If the data tells you where to invest, the brand is going to determine whether the investment delivers everything that you need it to for performance and growth,” says Juliet. She notes that member expectations have shifted over time. What members and prospects want now are credit union brands that are bold and stand for something; that feel local and put community up front; that embody optimism; and that are authentically by, for, and about the real people they serve in their markets and branches. “The idea that you are of and about a place, that you celebrate that place, creates brand and branch experiences that bring that local feeling to life,” says Juliet.
The connection between brand strength and financial performance is undeniable. Brand differentiation is the number one brand factor determining an organization’s performance. The Morgan Stanley Consumer Index finds companies with strong branding outperform the market by 132% and drive 3x the sales volume compared to less distinctive brands. With many financial institutions operating in a sea of sameness, standing out is not optional – it’s essential.
Credit union branches have the power to act as brand billboards, drawing people in and generating greater growth by simply being present in the market. Retail banking research continues to reinforce the idea that physical presence drives engagement. Relationships that originate in the branch have a 29% higher retention rate than those that originate through digital channels.
Although credit union leaders know that branches are an important channel for growth, recent mystery shopping research reveals that the customer experience inside of these branches sometimes misses the mark. There are four key areas in which branch experience falls short: failing to welcome members, leading with sales rather than member needs, failing to leverage digital tools during the interaction, and not inspiring a return visit. “Some of these are absolutely addressable by design,” stressed Juliet. She warned, however, that “you can have the most beautifully designed branch in the world, but if it’s in a dead market, who’s going to go?” This is where the art and the science must come together.
Position is who you are – your brand strategy, values, and member experience. Presence is where you are – your network strategy and market coverage. “Once we unlock the presence of where to go, we have to design accordingly the branch experiences and locations that will ultimately pay off that investment,” explains Juliet. When position and presence are aligned rather than siloed, credit unions can close the brand-to-branch performance gap and transform their branch networks into powerful engines for growth.
For specific strategies to drive smarter credit union growth, get in touch with the brand-to-branch experts at Adrenaline.
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