Building Your Brand with Signage – Why Business Signs are so Important
There are many ways to market your business. One of the strategies that many business owners find effective is exterior and interior signage.
Effective signage is important because it allows you to draw attention to your company and further develop your brand. In comparison to other forms of marketing, signage is cost-efficient because it can give you constant exposure, no matter the time of day, and because it can be used on a long-term basis.
Even with so many effective digital marketing strategies, don’t overlook the power of a good sign campaign. Signage can direct new customers towards your business that might not have otherwise been able to find you.
However, just having signage isn’t enough. You need attractive signs that will catch people’s eyes. You need a good design paired with essential information about your business. And to create these signs, there are some tips you’ll want to take into consideration.
Thinking through purpose
The first thing you want to think about is what you need the sign for. Maybe you need directional signage that can help people get to your store. Or maybe you want to announce an upcoming event or a sale. Or perhaps you’re looking for a way to persuade people to visit your business.
Once you know your purpose, you can start thinking through logistics, such as how large the signs need to be. You’ll also want to consider what materials they need to be made from.
Including must-know info
Once you have a purpose in mind, think about what information people need to take away from the sign. It’s not just about what your business does, but how your business is different from competitive brands.
So, put your business’s name and some sort of message on that sign. But that message is where you need to get creative. What makes your pet store different from the one down the street? Maybe you sell some sort of animal that they don’t? Convey that difference on your signs!
Location, location, location
Having a catchy sign isn’t enough! You have to think about where you’re going to put that sign. You need to find a place that will be highly visible. But you also need to make sure that you’re following local laws.
The location of your sign will impact the size it needs to be and what it looks like. For example, if you’re developing a billboard, you need to come up with a large design that can be quickly read when someone is speeding down the highway.
Creating consistent branding
Consistent branding matters. You want to make sure any signage you develop is consistent with your overall brand. This could include a logo, font choice, tagline, or some other sort of similar visual elements.
When you use consistent branding, people will begin to immediately recognize your brand, no matter if they’re looking at your social media or if they’re looking at one of your signs. While your marketing materials don’t need to look identical, there should be some sort of common element(s) that tie everything together.
Get creative with design
The more creative you can be with your sign, the better! Find a way to make your signage memorable, such as some sort of pun that is relevant to your store.
In addition to getting creative with words and graphics, get creative with the type of signage you use. For example, maybe your town won’t permit large signs – instead, you could consider using magnets or car decals as an alternative. You need to find a way to stick out from other businesses in your town!
Professionals can help
Finally, don’t feel like you need to do this alone. There are professionals out there that are experienced in developing the right signage for a business. They can talk you through your business needs and help you develop a timeline.
Companies such as Signarama, which is an NYC sign company, offer a variety of services, from designing signs to maintaining signs. Before settling on one particular company, make sure to read available reviews. Some companies also offer free consulting, which can help you determine if they’re the right company for you.
Digital marketing is important, but so is building your brand through signage! But simply sticking a sign with your logo on it into the ground isn’t enough. Careful planning and consideration of your company goals can help you develop clever signage! There are also professionals out there that can help you through the entire process.