Have you ever stopped to think about signage? Whether you own a business or not, just look around. From a name badge or street sign to reception, directional and the iconic billboards of Times Square. Each and every one has a purpose behind it.
Identity and branding.
An integral part of your marketing strategy is your signage, a way to convey your brand to thousands of potential customers and a way to reinforce your brand to your existing customers. Your exterior signage is visible 24 hours a day, 7 days a week, 365 days a year, so why not use its prominence to work for you continuously. On premise signage is the most effective yet least expensive form of advertising for small business.
Stand out in the Crowd, Be Different.
Your signage should be as different and unique as you and your business are. The more distinctive your signage is, the more your business will stand out in the crowd. Design is very important here, so be bold but not wacky the use of colour and imagery will attract attention to your signage but be sure that your message and what you want to convey does not get lost along the way. A good designer will help you through all these steps.
Your sign will have a functional role in that it will be used to advertise your brand and therefore your business, but it will have another purpose where it will direct customers to you and your products. Signage comes in many, many forms and is used for a multitude of reasons including, informing your customers of upcoming sales and promotions, advertising new products and introducing new team members to name just a few.
“Basically, a good sign should be one of your best salespersons. Why? Because an on-premise sign is a permanent asset. Your sign doesn’t sleep, never takes vacations and says whatever you want.”
Like I said before, your exterior signage is working for you all the time, day and night weekends and holidays. Once you have made that initial outlay for your signage there are no ongoing costs associated with this brilliant asset, unless it is a lighted sign, or you change your logo. Unlike other forms of advertising that require maintenance and updating and have ongoing costs this asset should be used to maximise your exposure to new customers and reinforce your brand with existing customers.
Your on-premise signage is also the most effective, yet least expensive form of advertising for small business
US Small Business Association
The exposure your exterior signage gives to potential customers as they walk or drive past your building or shopfront is endless. While they might not be ready t to purchase immediately, the constant reinforcement of your brand can mean when they are ready they are more likely to think about you or recommend you to their family and friends.
No matter what type of business you are in, whether it’s a shopfront or an office, some sort of signage is vital to your business. It could be as simple as a brass plaque identifying your practice or an entire new design roll-out for your shopfront or offices.