By: Nicole DeRogatis,
CMO of K4 Marketing + Branding
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BUILDING STRONGER COMMUNITY CONNECTIONS THROUGH BRANCH ENHANCEMENTS & MARKETING
The community banking and credit union sectors are uniquely positioned to foster close relationships with local businesses, families, and organizations. Local financial institutions are the financial backbone of the regions they serve and can thrive due to the personal connections they build and trust they establish. For many executives in the industry, the question arises: "How can we make a stronger statement about our community connections through our branches and our physical and digital marketing assets?"
Enhancing these connections between banks and their communities can be achieved through both physical spaces and digital platforms. This approach helps financial institutions reinforce their position as integral parts of the areas they serve. By utilizing thoughtful design and strategic communication, they can strengthen their local ties and foster deeper relationships with their customers and clients.
Here are a few innovative, yet cost-effective, strategies to consider when thinking about how to make your branch(es) feel more connected to the community.
Strengthening Community Connections Through Physical Facilities
Your branch facilities are more than just places where transactions occur; they are the face of your organization in the community. Thoughtfully designed spaces and displays can make a big impact on how you are perceived and the strength of the connection you have with your customers.
1. Environmental Graphics: Bringing Local Culture Inside the Branch
Environmental graphics are an excellent way to showcase your relationship with the community. These graphics can be tailored to your specific location, reinforcing that your bank or credit union is not just present but an important part of the region's history and development. Large, wall-mounted images of local landmarks, recognizable buildings, or historical figures can make your branch feel familiar and welcoming.
One affordable option is to use vinyl wall graphics that can be custom-designed and easily installed. These can include artistic interpretations of well-known landmarks or images that celebrate traditions and festivals. For example, if your area has a popular annual event, such as a county fair, consider dedicating a section of your branch to feature historical photographs or artwork related to the event.
This approach creates a stronger visual connection and promotes pride in the local region, making
customers feel like they are part of something bigger when they enter your branch.
Author’s own project photos.
2. Digital Message Centers: Engaging with Local and Bank Events
Digital message centers are versatile and cost-effective tools for promoting both initiatives and local events. These screens can be placed in the lobby, near ATMs, or other high-traffic areas. By rotating messages about events, news, and charitable efforts, you provide valuable information to customers while also highlighting your community involvement.
For instance, a message promoting a local charity’s upcoming fundraiser alongside your sponsored events can encourage participation while reinforcing the image of an engaged and active partner. These digital screens can also highlight seasonal promotions, customer success stories, or even testimonials from businesses that have benefited from your lending programs, promoting both your organization’s products and services.
Another advantage of digital message centers is that they can be easily updated to reflect current events. For a relatively small upfront investment, they provide long-term flexibility in how you communicate with customers.
Author’s own project photos.
Author’s own project photos.
3. Artwork of Local and Recognizable Landmarks
Incorporating local artwork into your branch can also be a cost-effective way to personalize your space and make a statement about your commitment to the community. Partnering with local artists to showcase their work not only beautifies your branch but also supports local talent and reinforces your role as a supporter of the local economy.
Featuring paintings, photographs, or sculptures of landmarks, or even murals that depict elements of the area's history or culture, gives customers a sense of pride and connection when they visit your branch. By rotating the artwork periodically, you can keep the environment fresh while continuing to showcase different aspects of the area. Additionally, you can spotlight local artists in your communications, both in the branch and on social media, further deepening your ties to the local scene.
Author’s own project photos.
Strengthening Community Connections Through Marketing
While physical branch updates can make a powerful statement, digital platforms such as websites and social media channels are equally important in maintaining and enhancing your community connections. Your online presence should reflect the same commitment to community as your physical branch.
1. Promote Local Events and Involvement
Participation in local events or charitable efforts is something to celebrate and can build trust and loyalty among your customers. Use your website’s news section and social media accounts to highlight your organization’s involvement, such as volunteer work, sponsorships, or partnerships with nonprofits.
For example, Kentland Bank regularly promotes their involvement in local events, like supporting food drives or sponsoring festivals through their social media under the series theme “Invested in the Community." When these events are promoted online, they generate a sense of pride among locals and allow customers to feel personally connected to the bank’s efforts.
Highlighting these events on your website and social media channels can also encourage participation from customers and staff alike, further strengthening ties.
Author’s own project photos.
2. Highlight Local Staff and Lending Teams
People connect with people, and highlighting the team members who work at your branches - especially those involved in lending - can create a stronger, more personal connection with customers.
Consider creating a dedicated section on your website and/or a social media series that introduces the team, complete with professional photos and short bios that highlight their connections to the local area. Oftentimes these same folks are your town's volunteer first responders, coaches, and rotary members…in other words, dedicated and involved neighbors.
Spotlighting your team by showcasing their involvement in activities or charities puts a face to the service your customers receive and demonstrates deep-rooted connections.
Author’s own project photos.
3. Leverage Social Media to Build Authentic Connections
Social media is one of the most powerful tools at your disposal for building connections. Use platforms like Facebook, Instagram, and LinkedIn to engage with your audience regularly. Share updates on local events, celebrate success stories, and promote your staff's involvement.
Encourage engagement by asking questions, running polls, or hosting contests related to local events or traditions. For example, during the holiday season, you could ask customers to share photos of their favorite local Christmas tree or holiday display and offer a small prize for the most liked post. This not only promotes engagement but also keeps your organization top-of-mind in a fun, community-oriented way.
Author’s own project photos.
Author’s own project photos.
Tying it All Together
Building and maintaining strong connections is at the heart of what makes community banks and credit unions successful. Small, yet thoughtful, investments in your physical space and digital presence can make a significant impact on how you are perceived.
By incorporating environmental graphics, digital message centers, and local artwork into your branches; and promoting your support of local events and teams, you create an experience that reflects your commitment. In doing so, you strengthen the connection with people who rely on you, building a foundation for long-term loyalty and success.
The goal is to make your branches not just a place where customers conduct transactions, but your signature to the community and a reflection of the area’s rich history and spirit - a place where they feel a sense of nostalgia, belonging and pride.
As the financial landscape evolves, so too does the role of the retail bank branch. While digital banking solutions continue to grow in popularity, the physical branch remains a critical touchpoint for many customers. Designing these spaces to appeal to multiple generations - Baby Boomers, Gen X, Millennials, Gen Z, and beyond - requires a thoughtful approach that balances tradition with innovation. Keen attention must be paid to crafting environments that not only serve current needs but also anticipate future trends, ensuring community banks and credit unions remain relevant and connected to their customers.
In recent years, the banking landscape has been shifting, as larger and regional banks have been withdrawing from smaller communities, creating a void that other financial institutions are uniquely positioned to fill. This shift has generated an opportunity for these smaller financial institutions to capitalize on the potential customer base in smaller underserved markets. Two emerging trends that are gaining traction in this scenario are the concepts of micro branches and freestanding ITM’s. The microbranch trend represents a significant opportunity to not only serve your existing customer base more effectively, but also to expand your reach and grow business in the future, especially in these underserved markets. Micro branches are typically between 1,000-1,500 square feet in size, with a focus on efficiency and convenience, and staffed with two to three universal bankers. These smaller branches require much less investment to get into the market and are more agile and designed to meet the specific needs of these communities. They are designed to provide all the essential banking services that customers need on a day-to-day basis, while also offering the flexibility to handle more complex transactions when necessary.
In the dynamic world of corporate office interiors, staying ahead of design trends is crucial to creating spaces that not only inspire productivity but also reflect the latest aesthetic sensibilities. As a firm specializing in corporate office design, K4 embraces Pantone's Color of the Year for 2024 - Peach Fuzz. This warm and inviting hue offers a fresh perspective on creating contemporary workspaces that balance sophistication and comfort and an opportunity to infuse sophistication, and a touch of modernity into the corporate design landscape. Peach Fuzz, a delicate and nuanced shade blending peach and blush, brings a sense of tranquility and optimism to any space. When incorporated into corporate office interiors, this color has the power to redefine the atmosphere, promoting a positive and collaborative environment. K4 is committed to enhancing the workplace experience, and we recognize the significance of color in influencing mood and productivity.
In the dynamic landscape of community banking, where the strength of relationships is paramount, the role of design extends beyond aesthetics—it becomes a strategic catalyst for talent acquisition and retention. In an era where attracting and retaining top talent is pivotal for organizational success, the significance of an intentionally designed workspace cannot be overstated. In this article, we delve into how strategic design decisions can not only enhance the physical environment but also foster a culture of engagement, innovation, and long-term commitment among employees, contributing to relationship building and the overall prosperity of community banks. Join K4 on this journey through the intersection of design and community banking, where the blueprint for success lies in the spaces we create for those who make our banks the heart of the community.
In the previously published Journey to Brand Consistency: Part I, K4 addressed Facilities, Marketing & People as the three pieces that comprise the Financial Success Puzzle for community banks. This article examines one level deeper in unifying physical and digital marketing assets within the Financial Success Puzzle, and the importance of creating a harmonious and powerful brand identity across all platforms. In the fast-paced and ever-evolving community banking industry, maintaining a strong and recognizable brand presence is vital for success. As a full-service design and branding firm working closely with community banks, we have witnessed the transformative power of consistent marketing assets in bridging the gap between the physical and digital realms. By solidifying the customer experience across all touchpoints, banking institutions can establish a stronger emotional connection with their customers and create a lasting impact on their success. Investing in brand consistency is not only a strategic move but also a reflection of a bank's commitment to their own stability and future growth.
Now more than ever, brand consistency is of utmost importance to financial institutions. Creating brand consistency goes a long way in building brand trust, increasing customer/employee/community loyalty, and impacting your bottom line. Why is there so much brand inconsistency in the community banking landscape? Because being brand consistent requires change and commitment, and it can be tedious and expensive. Taking the first step is often overwhelming. Where do you start? What do you update first? These are excellent questions, but there are other important questions to consider. What is the cost of NOT getting brand consistent or what is the cost or potential loss of creating brand confusion? Inconsistencies are costing your bank time and money. Not practicing brand consistency will cost you significant consequences to customer experience, brand reputation, and overall loss of trust – all of which can impact your bottom line. Conflicting brand usage accounts for a damage to brand credibility, making it harder to compete in the market. As K4 gets ready to hit the road in 2023, presenting at various community banking conferences on this topic, we thought it was important to preamble this timely subject of the Financial Success Puzzle. At K4, we define the Financial Success Puzzle as a 3-piece formula to creating and maintaining brand consistency for community banks. This formula is simply the act of connecting people to place and connecting brand identity to place. Many retailers have capitalized on this concept for years. Your branch facilities, marketing & people MUST work together to create stability and not only that…they must be triplets, not just siblings. They can’t just resemble one another; they need to be nearly identical in their delivery.
For decades, small town business districts across America have featured a strong physical presence from a local bank perspective. Near the courthouse or city hall, these buildings are often identified by their traditional columns and prominent facades of brick or stone. Not only do these structures help establish the fabric of the streetscape; they often contribute to defining the social framework of the residing individuals and neighborhoods, supporting the hopes and dreams of generations. Community banks need to continue to reinforce their presence and values to those individuals and businesses in the geographic areas they serve. Making your bank’s physical appearance memorable, builds brand awareness and offers an opportunity to reinforce the benefits of banking locally which includes working with trusted friends and neighbors. Many community banks are exploring ways to create community space by revitalizing main offices and branch experiences while positioning themselves as a valuable and integral local resource.
Let’s first explore how the definition of the coffee shop has evolved…from simply being a beverage offered at a restaurant to an actual stand-alone destination, service and experience that provides and encourages co-working space, meeting opportunities, and community gathering.
Nicole DeRogatis • November 23, 2024
