Branding, in some ways, is more important than any other issue to ensure the long-term success of a renovation project. Your bank brand is the glue that binds your customers to your institution. Product deals and specials come and go, a "sticky" brand delivers long-term benefits.

Regardless of your branch architectural plans, you'll want to integrate your branding message just as you have in other locations. By finding ways to incorporate your branding message and graphics into your branch office interior design, you can ensure your brand identity will be maintained - or even improved.

A dramatic branch office renovation, with proper pre-planning, can incorporate your brand personality and positioning in dramatic fashion. If you need to make a few design corrections to properly convey who you are as an institution, don't hesitate to do so. Along with excellent traffic flow, efficient retail zones, and a comfortable customer experience, proper display of your branding messages is a critical component of your bank interior design.

There is often a temptation to focus only on cost and budget issues when proceeding with a branch office renovation, but there should be other priorities also. After all this work and investment, you should consider making a strong effort to make the project "special" to your customers and/or members. Here are three suggestions you should consider to achieve this goal:

1. Establish "retail zones" in your branch office interior design. Attempt a collaboration with form and function that allows you to organize your products and services into a smooth flowing pattern that permits your customers to perform simple transactions quickly and more complex ones (new accounts, CD's, consumer loans) privately. Your customers will notice and get that "special" feeling from your new branch interior design.


2. Consider using customer-focused digital signage. The options to use digital media are almost endless and installing network programming that you control can seriously enhance the effect of your new branch office interiors. Using flat screen TV's, you can deliver educational segments, marketing, current events, or community oriented programming, to your customers that may greatly enhance their visit experience.


3. Emphasize your project as a benefit to the community. Regardless of the necessity of your bank or credit union renovation project, try to create the perception that this investment is totally directed to improving the community's quality of life. The positive contributions to your image and reputation may be impressive.

Let your branch designers help you create an environment that makes your bank renovation and your visitors feel "special."

Branch personnel know the challenges the existing branch has and current knowledge about what your branch visitors want and how they'd like their services delivered. They talk with them every day. Often they have ideas and suggestions that are incredibly valuable to branch office interior design. They may not be experts on traffic flows, but they inherently know what works. They may not be experts on "retail zones," but understand how your customers can best be served when needing help using your services.

Asking for input from staff at all levels, before you make any final decision to proceed with a branch renovation might be invaluable to your chances of success. Incorporating their suggestions into your interior design might greatly enhance your customer experience, which will translate to a higher bottom line.

Before you proceed with a branch renovation, you might want to spend thoughtful time considering the following questions:

• What do you want to accomplish with the renovation? Increased accounts, assets, loans, commercial business, etc.?


• How would you like the finished product to look? What type of "feel" do you desire? Visualize your new branch in detail.


• What steps will you take to maintain a clear, concise, and prominent brand image?

In collaboration with your branch designer, some additional items should receive your attention:

• Renovation costs, planning activities, construction schedule, and any zoning or signage requirements or restrictions.


• The building's structural condition. Make sure you and your designer are comfortable with your location's base structure. If it falls short of a safety and security analysis, budget the time and funds necessary to shore it up.


• Your branch office interior design should mirror your vision of what type of in-branch experience you want to foster. Items like general traffic flow, merchandising areas and methods, and staff locations are all critical components.


• Attempt to include some unique elements, through color, furniture, branch office architecture items, and texture, to name a few ways to add your "signature."

There will be many other items on your checklist. Maintaining excellent communication lines with your designers should ensure that your renovation will be a success.

At first glance, considering an apparently unsuitable building for a branch might seem like a bad idea. However, upon further investigation, a "problem" building might evolve into a wonderful choice. Why?

• This building might wonderfully fit the most important rule of real estate: location, location, location. Regardless of your budget, you still can't move buildings or "dirt" you prefer to a superior location.


• Remember, if a building appears undesirable to you, the odds are strong that many others have the same opinion. This may translate to your ability to negotiate a very favorable purchase price or lease deal. Your total branch cost may decline and/or you may be able to significantly upgrade your interior design elements from this cost savings.


• Should the community as a whole also consider a building as undesirable, the mere fact you've committed to locate there and complete a major renovation, investing in the neighborhood, might bring you a strong spike in your brand image.