Hoosier Banker 33 align yourself with strong partners that share similar values and are industry supporters. 3. COMMITMENT –Make a commitment to change and connections. Stop looking at branch investment as a measurement of revenue, but instead as a commitment to the continued growth of your institution, a contribution to the communities you serve, and an employee recruitment and retention tool. The commitment to change in your overall organization starts from the top down. Investment itself is a commitment – not only investing in your products and services, but in updating and modernizing your facilities, as well as integrating the right technology for the branch locations in response to demographics. Invest in a long-term commitment to facility improvement and the ultimate consumer experience. 4. CONSISTENCY– Consistency is king! Brand consistency creates brand recognition, which in turn rewards brand equity. There are ways to create brand consistency through facility design combined with marketing and branding strategies. Creating exterior brand recognition is achieved through branded iconic elements, a consistent palette of materials, strong branded signage and improved overall curb appeal. Think about your facilities as your brand to make sure their curb appeal makes them stand out above every other facility around them. Definitely consider night exterior illumination, not only for security and safety, but to also create a “beacon” to your brand 24/7. There are creative ways to transform existing facility exteriors using a consistent iconic element or palette of materials. Additionally, interior brand consistency is necessary for relationship-building and creating an atmosphere conducive to sales. Although technology may not be a fit for every market you serve, there should still be interior elements that integrate technology to make each branch brand-consistent. Finally, creating consistency between your physical facility assets and your physical/digital marketing assets solidifies the ultimate brand experience. HB Night exterior illumination at The Napoleon State Bank, Greensburg Lincoln Street branch, creates a beacon effect. View more examples at k4architecture.com/project-types/banks Illumination as a Beacon Learn about Bank Secrecy Act requirements, plus cybercrime and other related topics. Click on the icon in HB Digital for more information, or go to: indiana.bank/calendar. BSA Graduate School Indianapolis FEB. 89
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