Just as your institution undergoes a financial audit on an annual basis, a communications audit can deliver valuable benefits to your bank or credit union. All types of communications should be reviewed for consistency and proper brand articulation. Some of the elements that should be reviewed include:

• In-branch posters and collateral
• Product brochures
• Advertisements
• Signage
• Website
• Monthly statements
• Required notices (privacy, disclosures, etc)
• Telephone system greetings and prompts
• Email signatures

This is also an opportunity to compare your communications with those of your competitors. Use this exercise as opportunity to identify weak or inconsistent areas of your internal and external communication programs and put a plan in place to improve them.

Take a look at your communication mix and ask yourself if doing the same thing again this year is likely to yield any different results. To boost your return consider new ways of reaching your audience such as dimensional window displays or digital messaging. These contemporary vehicles garner more attention than more traditional print advertising.

Branch communications are a big part of the experience your visitors have, ask yourself:

• Are your branch displays effectively communicating your brand?
• Are messages changed when appropriate to stay current and fresh?
• Are communications delivering a consistent, positive message?
• Does your message contain a motivating call to action?
• Is your branch staff adequately trained to reinforce the messaging?
• Is the branch staff delivering the brand promise you've made?
• Does the branch design and architecture allow for effective promotion of your brand, offerings, and commitment to the community?

If you answer no to any of these (or similar) questions, consider a more formalized branch communications strategy.

In financial services, your only true differentiator is your brand, it is important to consider these things to ensure you are communicating the right image in your branches.

• Are your messages positive and professional?
• Are your in-branch displays timely, relevant, and consistent with your branding efforts?
• How does your signage enhance your brand?
• Are your branches designed to fit in with and connect to your communities?
• Do your communications (including one-on-one staff encounters) improve your image and dedication in every customer experience?

Thinking in this proactive manner will help keep you ahead of the competition.