With all the conversation about Branch Transformation accompanied by the lack of any real consensus as to what the end state looks like, there is clarity on several critical elements that are mandatory as a starting point. The role of the branch channel going forward is key to profitability. Transforming the branch is more than just changing signage and layout. It requires changes in processes, policies and culture. A critical part of these changes is positioning a branch to deliver value to clientele that goes beyond basic transaction processing. To do so, branch staff must be educated, empowered and enabled to deliver high-value client interactions.