The financial brand can encompass many components in both the physical and digital space, including: products and services, front line service, the branch design and environment, the website, social media, marketing materials, signage, credit cards, branded technology, community sponsorships, advertising, etc. Being brand consistent means being consistent in everything you say and do, with everything the customer can see, hear, or touch.
The task of creating or maintaining brand consistency can seem daunting and strategy development can be difficult when taking into consideration the above marketing properties in both physical and digital spaces. So how does one begin brand alignment and how do you best maintain brand consistency throughout the process?
Let’s hear from two experts from different ends of the spectrum. First the physical space – Jeff Klump, President of K4 Architecture + Design; a firm providing Architecture, Interior Design, Graphic Design and Constructions Services, specializing in the financial industry. For the digital space, Kristin Sundin Brandt, President of Sundin Associates, a marketing agency for banks and credit unions.