There are many factors to consider with branding identity, but are you leaving out your business signage? Here’s why signage is critical for your brand.
It’s true that the best business signs are short, visible, and informative. But there is more it than just that to make good business signage.
The best signs consider a business’s overall brand. They are a part of it and should mimic the internal design of a store just as much as they reflect an overall marketing strategy. Signs communicate more than just the name of a business. They let people know what the business is about, and how it stands out.
This means that your signs neither dictate or determine your business’s identity. Instead, they reflect it to the outside world. And the same applies to any marketing strategies, digital or physical. If you are carrying out a marketing strategy, you need to include your business signs in it.
Keep reading for tips on how to make sure your signage truly reflects your company, and how to make good business signs.
1. Consider Where to Place Your Signs
Just placing a sign out the front of your business is no longer an effective strategy. Business signs shouldn’t only visually reflect your business’s identity – their locations should build your brand too.
If you’re a landscaping company, then consider making signs to put in lawns you work on. If your business works with a lot of creative people, such as a graphic design business consider hanging signs in coffee shops. It’s where the clients go, after all.
Seeing a sign in the right place can make the difference between whether someone actually notices it or not.
2. Be Creative With Your Sign
You always want to stand out from the crowd. That means you need to get creative with your signs.
Maybe instead of going for a plain, old rectangle sign, go for a different shape. Make a sign shaped like one of your products. If your business works with electronics, it could be shaped like a computer or a cell phone. If you make websites, you could design your sign to look like a website.
However, you can’t get too creative. Some businesses may be interested in commissioning personalized street signs, but they should be aware of the law. Misleading people to go to your business can get you in trouble. But hanging personalized street signs in a way that doesn’t mislead people can be an effective marketing strategy!
3. Gauge Your Business Signage Success
You should always try to figure out how effective your signs are. By keeping track of how many people they attract, you can identify different designs’ strengths and weaknesses
That can help you refine your overall strategy, and perhaps your business’s identity. If people are not coming to your business as you expected, then it is critical to see if the issue is with your signs or the business’s brand itself.
This can be done just by asking customers what brought them to the business. Then all you need to do is see how many of them mention your marketing.
Your Business Signs Show Who You Are to The World
They are often the first experience a customer has with your business. That means you want them to not only have a good experience but most of all that they don’t feel lied to.
A sign’s design may promise them a minimalist, modern experience in a store. But if they arrive at your business to find something else, they may not feel like ever returning.
That’s why your business signage is more than a way to attract customers. They’re ways to tell them about your brand and your identity. And if you want to discuss that identity, or to refine what you already have, contact me here. I will help you make sure your brand is ready to succeed in a modern, competitive market.
