by Sarah Robison
4. September 2009 03:02
Walk into a branch of most large commercial banks and you’ll be surrounded by representations of that corporation’s brand. Customers expect to see the façade, logo, colors, interior décor, products and other elements of corporate sameness, and banks depend on that familiarity to build brand loyalty. And while freestanding branches prevail, more national and regional banks are favoring modular or in-store financial centers to sharpen their retail-oriented competitive edge. In creating their own brands, many independent banks draw from the communities they serve for customized design themes that help build long-term customer relationships. Geography and community culture often drive bank façade and interior decor choices. Options include a maritime theme for a bank that serves a costal community, or a welcoming lodge design that complements a mountain or outdoor recreation location. Some banks also have drawn theme elements from a customer base that shares a strong cultural heritage.
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