As part of the branding discussion, one key area that tends to get overlooked is retail merchandising.
For example, if your goal is to be "friendly and helpful," but your offices feature dark wood paneling and dim lighting, your retail merchandising (or lack thereof) is working counter to your brand message. If your brand promise includes "convenience," but your receptionist's desk is hidden in an unmarked corner, you're not living up to your promise.
Typically, if you are building new offices from the ground-up, incorporating retail merchandising that supports your brand isn't as challenging. However, retro-fitting existing facilities to support a new brand roll-out can often be very difficult.
The link below offers some before and after images to illustrate how retail merchandising can dramatically impact your environment while reinforcing your brand message. The presentation, includes several before and after images of Mid-Atlantic FCU as well as Bank Fund Staff FCU.
Retail Merchandising - Retrofitting