Simple updates inside the branch can support branding

Bricks-and-mortar branches remain an important part of a community bank's effort to attract and retain core deposits, even as the trend for diminished square footage continues. Branch size has shrunk considerably in the past decade, said Adam Holmes, CEO of Vanman Architects and Builders of Minneapolis, "but it's still an important piece and I think bankers are still trying to figure out the correct size.".Thinking about, or perhaps rethinking a bank's physical space is appropriate when effort is being applied to branding, Holmes said. Rebranding, especially when undertaken as a part of a merger, is about creating continuity "from branch to main headquarters location, so that it's easily recognizable by all of the people who bank with them.".When a bank moves to a new location post-merger, especially when an acquiring bank takes over from a long-standing bank, Holmes advises "caution and care with how that transition happens" to reassure existing clients while also bringing them into alignment with the new bank. ."Don't come in on Day One and re-skin the building and put a new sign up," Holmes said. "We want that slow transition because people don't like change.".In the meantime, a lot of work can happen inside the branch to cement a new brand in the minds of customers. The communication piece is important, Holmes admitted. Beyond that, there are changes bankers can make to interior and exterior finishes, paint, color palettes, windows and lighting that can help refresh and support a brand. .Developments in LED lighting allow banks to incorporate their colors, and colors can be changed depending on need, event or season, by using programmable LEDs. "You can infuse your branding colors into certain areas, or even on the exterior of the building," Holmes said..Through online and mobile banking, a bank really is a 24/7 operation. Because its buildings are often an institution's largest billboard, it makes sense to illuminate them at night so that they look like lively places, Holmes said. "You don't want people driving by a dark building.".In terms of updating interior spaces, some bankers are still reluctant to let go of teller stations. But the trend toward concierge stations, where bankers and customers stand together while transacting business, moves ahead. Bankers are still building quiet seating areas, perhaps near a fireplace, where information can be collected from customers. .There are also aftermarket products such as window film that mimics electrochromic glass without the hefty price tag that comes with installing Sage glass..The bottom line of updating space to match a rebrand is to focus on supporting the relationships, Holmes said. Putting people side-by-side in relaxed settings fosters relationships more than conversing with customers across an expanse of desk..What about all of that plexiglass that came into branches during the covid years? By now, that all should be stored somewhere in the basement, Holmes said..A facility refresh that coincides with a rebrand often is a year-long process, starting with small changes and culminating with a whole new look complete with new signage.