Turning Branches into Brand Destinations
Walk into a Starbucks, and you know exactly what to expect – no matter the location, size, or shape of the store. The aroma of freshly brewed coffee. The warm wood finishes. The digital menu boards. The buzz of conversation against a custom playlist. None of it is accidental. Starbucks has invested millions to ensure that every detail—from the color of the walls to the music in the air—reinforces their brand.
Now, imagine if your branches had that same type of attention to detail.
Across industries, companies like Apple, Verizon, and Chick Fil A are leading with experience. They understand that today’s consumers don’t just buy products; they want environments, emotions, and memories. Yet in banking, too many branches exist solely for transactions—outdated spaces that serve little purpose beyond basic operations instead of truly meeting customer needs.
It doesn’t have to be that way.
The truth is simple: facilities teams are great at maintaining operations, but it’s your Marketing team that should be shaping the experience. After all, they’re the ones building your brand story everywhere else. Why wouldn’t they own the retail space where consumers interact with your brand most directly?
Here are six strategies to help guide your branches toward greater success and profitability:
- Put Marketing in the Driver’s Seat
Involve your Marketing and Retail teams early in the process. They should have a say in how the space looks, feels, and flows, ensuring that every corner tells your brand’s story.
- Create a Brand Improvement Fund
If you wait for the ‘right time,’ your branches fall behind. Ongoing investment in technology, branding, and design keeps the consumer experience out front—where it belongs.
- Think Beyond Paint
Accent walls alone won’t cut it. Flooring, furniture, textures, and finishes matter just as much as signage and digital boards. Small, thoughtful upgrades can transform a space without the need for permits or large-scale renovations.
- Align Branding and Operations during M&A’s
Branding shouldn’t wait. While Operations manages the transition, Marketing should be actively shaping the branch experience. (See PWCampbell’s M/A Guide)
- Adopt the Golden Gate Bridge Approach
The Golden Gate Bridge is never done being painted—and your branches should never be done being updated. Build a cycle of continuous updates including branding, technology, and branch flow so your network always feels fresh, relevant, and engaging.
- Remember: The Medium Is the Message
Your branch is a medium. Digital signage, finishes, lighting—these elements communicate your brand as clearly as any ad campaign. Details may be small, but their message is big: you’re modern, you’re relevant, and you care about the consumer experience.
The Bottom Line
Branches are not cost centers. They’re brand stages. Consumer experience hubs. Profit-driving assets. The moment you start treating them as investments is the moment you begin to unlock their full potential.
