Academic journal article ABA Banking Journal

Bank Design Trends: Reinforce the Brand

Academic journal article ABA Banking Journal

Bank Design Trends: Reinforce the Brand

Article excerpt

Bank design trends have changed in recent years shifting from a linear design--teller lines, management offices lining one side of the lobby-to an all-encompassing retail and interactive environment designed to sell. Today, there are two goals in bank design: 1) create an environment that draws people in, and 2) encourages them to stay. While bank designs of yesterday focused on security, today's financial institution has awakened to retail-savvy customers who expect a host of product offerings, 24/7 access, and state-of-the-art merchandising commonly referred to as "infotainment." The result is a value added service experience that compels customers to interact freely with the environment, explore product offerings and connect on a deeper level. All of which contributes to higher sales, greater operational efficiencies and maximum ROI.

Design to Reinforce the Brand

Your bank is an extension of your brand; not the other way around. This means that, from floor plan to floor covering, every feature of your physical space must be planned with the overall brand and retail strategies in mind. Are you a more traditional bank with a largely Baby Boomer customer base? Perhaps a conservative facade, brick walls, white columns and trimmed hedges are best in keeping with your image. Is your institution technologically driven with a customer base skewed toward thirty-somethings? If so, consider a modern exterior with lots of glass, dramatic design angles and extra drive-up lanes for time-pressed customers on the move. When architectural design falls perfectly in line with your identity and image, the branch experience becomes something far greater: a brand experience.

Inside the branch, use promotions and merchandising tools to transform your physical space into a well-branded sales driven environment. Hanging banners and effectively positioned signage remain a mainstay of any winning in-store merchandising program. But, new media can complement traditional media, offering expanded channels for delivering a sales message with impact and excitement. …

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