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Busting out of the ATM branding rut

April 15, 2014 by Rebecca Hellmann — Marketing and Sales Coordinator, Welch ATM

The best way to get out of a rut is to change how you think about the problem, according to Josh Streufert, creative director for Weber Marketing Group.

Streufert cited Akira Yoshizawa, grand origami master of Japan, as the perfect example. Yoshizawa is credited with the proliferation of origami outside of Japanese borders but he did not achieve this by creating the same patterns of paper cranes over and over again. Yoshizawa took a new approach to the art by using water to help him shape his creations into more lifelike designs. He became successful because he thought about origami differently.

So, if Yoshizawa can change something as fundamental and long-lived as paper folding, it seems reasonable the same logic can be applied to more modern systems and technology — such as the ATM.

I know, I know. ATMs are boring, simplistic and way behind the times. Or maybe we are just in an ATM branding rut. Let’s try thinking of ATMs using two of the techniques presented by Streufert at the Financial Brand Forum.

Random entry — Add an unrelated item to the thought process. For instance, a pineapple.

What does a pineapple have to do with ATMs? Well, nothing, and that’s the point. How can we include the idea of a pineapple with our ATM? Maybe we could:

• shape the ATM like a pineapple with a custom surround;
• pattern the outside of the ATM like a pineapple complete with a fun tuft for a topper (and what if the spikes of the tuft were all digital screens passing messages between themselves?);
• surround the ATM with real, free pineapples; and
• offer a free pineapple with use of the ATM via coupon on receipt.

Obviously, not all of these ideas are completely unique but a couple of them certainly add a new and unique aspect to the ATM.

Inversion —What definitely wouldn't work? What would make the world’s worst ATM branding? The world’s worst ATM branding could:

• surround the ATM with spikes;
• cover the ATM in translucent slime;
• gravel the area around the ATM in broken glass; and
• use a strobe light.

No one would want to use an ATM with any of these features. But maybe we should start considering the area around the ATM. How can it be made more welcoming and representative of your brand? A colorful mosaic leading a path to the machine might be a possibility.

These are just two of the many ways Streufert taught Financial Brand Forum attendees to pull themselves out of a humdrum, lateral way of thinking.

What he really taught us is that there are new and creative ways to approach just about any idea — and turning something average into something unique is a major step in differentiating your brand. Especially when applying it to something as mundane as an everyday ATM.

About Rebecca Hellmann

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