ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Community Banking

Taking your brand on the road

September 19, 2023
Reading Time: 4 mins read
Taking your brand on the road

Whether sponsoring large-scale events or supporting local-level initiatives, banks can strengthen their brand presence and attract new customers while demonstrating a genuine commitment to their communities.

By Sue Dowd

I have long contended that, to a customer, the branch is your company headquarters, and the branch manager your CEO. The branch is still the place where customers have an opportunity to meet your brand in person. Branch transformation teams are keenly aware that, to the branch visitor, the experience inside those proverbial four walls IS your brand.

That said, by replicating some of the same customer-driven strategies used in-branch, banks can effectively extend their brand’s reach beyond traditional retail locations through sponsorships and community outreach.

rightwards arrow
View more
bank marketing articles.

Whether sponsoring large-scale events or supporting local-level initiatives, banks can strengthen their brand presence and attract new customers while demonstrating a genuine commitment to the well-being of their communities.

So, what happens when customers encounter your brand outside of your brick-and-mortar outpost? Is the impression consistent, both visually and experientially? Does that even matter? Here are five quick tips to keep your brand impressions aligned:

1. Be selective and true to your brand

Don’t jump at the first opportunity simply because a marquee sponsorship slot opened up. Be disciplined in selecting sponsorships and charitable events that align with your brand and company values. If your bank conveys a serious, conservative vibe, sponsoring a casino-style event could be construed as inauthentic and even confusing. For example, a jazz fest may make more sense for both your customer and your brand.

2. Choreograph the experience

Once a sponsorship is selected, bring it to life in a manner consistent with your in-branch and digital banking experiences. Most event contracts include an activation opportunity. Typically, this means a tradeshow-like space which you may choose to fill in with a booth, a tent or a variety of physical and digital elements to support an experience.

Just as you have done with your branches, first brainstorm how to engage guests and draw them to your space. Plan their experience considering traffic patterns and touchpoints, such as which direction will folks be moving through the venue? Will they only pass by your booth before the event, or will there be opportunities to engage during intermissions?

Learn what you can about adjacencies ahead of time. What will your activation be next to and across from? Will another brand’s booth block sight lines to your space? Plan your layout accordingly, and do not be afraid to request an alternate site. Lastly, if something is not working as intended (if your queue line is backing into the adjacent beer tent, for example), be ready to quickly shift activation elements to encourage a better traffic flow and happier guests.

3. Empower front-line associates as your on-site ambassadors

So often we see the corporate marketing department and local executives staffing events. Why not leave guest interaction in the hands of local branch staff, the folks who already do this on the bank’s behalf day in and day out?

Of course, corporate representatives should be present to train the activation staff and ensure the event goes off without a hitch. But empowering branch personnel to use their customer engagement skills outside of the branch environment can be quite powerful, bolstering their own commitment to the brand while providing a more authentic experience for guests.

4. Make sure you pass the sniff test with the guest experience

Focus less on why YOU are there, but more on why GUESTS are there. Let’s be honest. Folks visiting a baseball game or a charity road race with their family will have no interest in stopping by to discuss debt consolidation. The moment they think you want to “talk shop,” they will likely make a beeline past your booth as they seek out a lighthearted, low-commitment experience.

Remember that this is a brand play. And while you may be encroaching on your target audience’s personal time, supporting the events and charities your customers care about gives you an opportunity to have genuine, side-by-side conversations. This all leads to a positive impression of your brand and puts you in the consideration set next time they have a financial need.

5. Observe … then adopt or avoid

How are others extending their brands from retail to event activation? Create an inspiration board and include out-of-category examples of brands who are activating their events successfully. And take note of what misses the mark. We do this as a practice at the onset of every large project to help guide us, bring stakeholders on board and to learn from the successes and challenges of others.

Conclusion: Put on your brand hat, wear your customer’s shoes and take the leap beyond the four walls.

Extending your brand’s influence beyond the branch is a low-risk proposition when banks maintain consistency and continually evaluate impact. By assessing community involvement efforts through collecting and analyzing customer and staff feedback and tracking brand awareness, you can refine and enhance your outreach strategies, ultimately creating a seamless and impactful brand experience for customers and prospects alike.

Sue Dowd is SVP of Retail Strategy at Miller Zell.

ADVERTISEMENT
Tags: BranchesBrandEvent marketingSponsorships
ShareTweetPin

Related Posts

ABA, associations urge lawmakers to finalize deal on debt ceiling

Congress sends budget bill to president with numerous ABA-backed provisions

Ag Banking
July 3, 2025

Included in the bill were several ABA-supported tax provisions related to banks, including a modified version of the ABA-advocated ACRE Act and the permanent extension of the Section 199A pass-through deduction rate of 20%.

Using Artificial Intelligence to Make Sense of Mountains of Data

Three myths about AI in banking

Technology
July 3, 2025

Common myths and misperceptions might confuse about what to expect and misdirect investment and efforts.

Chair’s View: Celebrating a century of giving back

Chair’s View: Celebrating a century of giving back

Community Banking
July 1, 2025

Not only do we celebrate the 150th anniversary of our organization, we also commemorate an important milestone for the ABA Foundation.

Fighting fraud on the frontline

Fighting fraud on the frontline

Compliance and Risk
June 30, 2025

Customer inquiries and complaints are important tools for detecting scams, but structural barriers in the bank may prevent them from being fully utilized.

Research finds finance industry leads in corporate social responsibility

Research finds finance industry leads in corporate social responsibility

Community Banking
June 27, 2025

Financial institutions are at the forefront in volunteering engagement at 22.2%, nearly a 50% increase from 2023.

Marketing Money Podcast: You don’t need a bigger budget — you need a better plan

Retail and Marketing
June 27, 2025

What matters most in bank marketing. And understanding how to deal with common obstacles.

NEWSBYTES

Congress sends budget bill to president with numerous ABA-backed provisions

July 3, 2025

Factory orders increased in May

July 3, 2025

International trade deficit increased in May

July 3, 2025

SPONSORED CONTENT

Navigating Disruption in Ag Lending – Why Tariffs Are Just the Tip of the Iceberg

Navigating Disruption in Ag Lending – Why Tariffs Are Just the Tip of the Iceberg

July 1, 2025
AI Compliance and Regulation: What Financial Institutions Need to Know

Unlocking Deposit Growth: How Financial Institutions Can Activate Data for Precision Cross-Sell

June 1, 2025
Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025

PODCASTS

Podcast: Inside ABA’s new Treasury Check Verification System API

June 25, 2025

Podcast: Staying close to clients amid tariff-driven volatility

June 18, 2025

Podcast: Old National’s Jim Ryan on the things that really matter

June 12, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.