Finding your new 'look': if you don't already have an image, start by formulating one. Leverage it to generate a comprehensive facility design covering everything--including marketing materials, signage, fabrics, wall and floor coverings and painted surfaces.

• Author: Grow, Cynthia
• Position: Fundamentals: Merchandising

Good merchandising starts by creating the foundation--your image and brand and then continuing to build from there.

Creating a brand image is no longer an option: It is the key to survival in today's market. Competition is stronger than ever before. Top-notch design firms have actually recruited anthropologists and psychologists to help create designs that are people friendly. Michael Graves' designs for Target, as well as the Volkswagen Beetle design, were inspired by identifying known cultural values that are simply updated versions of the past. These designs invoke nostalgia for a less complicated lifestyle.

So, how do you set your financial institution apart? What and who are you? More importantly, what is the consumer's perception of who you are?

Listed below is a simple checklist for building a great brand. Building a brand requires research in these important areas:

* Competition. Analyze their strengths and weakness, locations, etc. Have someone "shop" the competition for you. Are people greeted immediately upon entering or is everyone so busy looking down at paperwork that the consumer is ignored? Studies have shown that if a person enters a space and is not greeted visually or verbally, he or she perceives that the environment is unfriendly and not welcoming.

* Strengths end weaknesses. This is where the "fresh eyes" approach is absolutely essential, Take an "inventory" of everything in your facility. From placement of vault, teller counter, offices, to placement of signage, brochures, rate boards. Do not overlook anything. Your aim is to remove "visual noise" so that your marketing message stands out.

* Identity. What is the bank's current identity? Does it have a contemporary or traditional design? Do your current marketing materials convey a consistent and specific message? Does your logo need updating?

Exterior design

The exterior design of your facility has an immediate impact that can leave a lasting impression. For instance, compare two completely different but successful retailers--Bass Pro Shop and Crate and Barrel. Bass Pro uses a rustic, log cabin look that makes it stand out from other retail stores. The look is not what you would expect of a retail store, but it draws the attention of the store's target market--the male consumer. Bass Pro creates an environment that makes these consumers feel comfortable testing out fishing rods and looking through camping gear. It feeds men's aspirations to someday purchase that...