The lifestyle bank design Generation Y and innovation concept to branch interiors - Bank Of Queensland

When exploring the concept of financial branding and design, I came across a quote from Jeff Bezos, CEO of Amazon: "Ultimately, a brand is the things people say about you when you're not there."

With so many marketing terms being thrown around these days, it can be challenging to pinpoint the true essence of a brand. Often, the message becomes clouded with slogans, advertising campaigns, logos, and even the company's name—just think of "Alphabet" and "Google." But, as Bezos highlights, a brand is deeply emotional. It’s rooted in reputation, trust, and the quality of an institution’s leadership that strives to make life easier for its customers.

So, how can banks and financial institutions operating in competitive markets create brands that build emotional connections, ease customers' lives, and inspire loyalty? The first and most crucial step is gaining a deep understanding of how your bank's brand fits into the marketplace, which often requires working with a branding expert. Following that, the bank’s management must collaborate closely with a creative branding and design agency like Campbell Rigg.

In today’s digital age, a bank or credit union with an outdated brand identity cannot afford to be complacent. A brand that doesn’t reflect modernity will struggle to compete. If your brand image feels outdated and you can’t convince the market that your institution is tech-savvy, millennials and future generations will take their business elsewhere, choosing more innovative solutions like Venmo or other digital finance apps. Consumers now expect financial institutions to be fresh, forward-thinking, and innovative, meaning traditional, outdated branding and physical spaces need to be realigned to stay relevant.

How can you leverage your brand identity and real estate to show consumers that banking doesn’t have to be boring or mechanical?

Make no mistake—your financial institution’s brand identity is one of the most powerful tools in your marketing arsenal. Don’t underestimate the impact, whether positive or negative, that your brand image has on public perception and your bottom line.

At Campbell Rigg, we work with great partner agencies to help financial institutions extend their brand’s look, feel, and tone of voice both online and offline.

Promsvyazbank in Russia expressed it best when they said, “Campbell Rigg was the ideal partner to help guide our financial institution through branding and cultural change in the retail environment. They took the time to listen, understand our business and vision, and their professional energy and creativity helped our management team produce a unique brand environment that sets our bank apart in a highly competitive market.”

Our ongoing process of renewal allows us to continuously benchmark best-in-class retail trends across industries worldwide. The images in this article, featuring the Bank of Queensland, are credited to the Public Design Group. Please explore other news items on this site.

Feel free to reach out to discuss your bank’s branding, design, refurbishment, or digital and social media needs.