In a study by the New York Small Business Development Center, they found that 46% of first-time customers visited a business within 30-45 days after signage installation based on the sign alone.
Why Does My Sign Matter?
Your brand and company is judged from the moment someone walks up to your store front. And the first visual that grabs them or deters them is your front entrance and signage. This, in turn, impacts the customer’s assumptions of the products within.
Your sign needs to stand out in a sea of competing signs and brands bombarding your customer at any given time. You want to ensure the type of sign you select does not clash with those around you, but still stands out. Additionally, you want a cohesive look and consistency if you have multiple locations. All of which matters in securing brand awareness and customer loyalty.
How Does My Sign Create Brand Awareness?
Consider this: You are driving down the road, or walk along a strip mall and see a sign for a name of a company that is familiar to you, but the sign does not look like other signage you have seem paired with that brand. You ask yourself – is this the same company I know and love?
If it is your brand signage that is appearing off, you are making your customers reconsider stepping foot into a store they might have otherwise gone right into without question. In other words, you might have a missed opportunity on your hands.
Or, consider this: Your company has an amazing online presence with a logo that your customers are familiar with and now it’s time to open your store. It is tempting to pull out all the stops for your brick-and-mortar location, and while you should have something eye catching, it should match an already established brand image you’ve carefully crafted for yourself.
What Can Signage Do for My Brand?
Your signage can set you apart from the competition. Eye-catching, well-placed, clean and upkept signage will show your customers you want to be seen, and that they’ll like what they’ll find in your store.
Signage can play a multitude of roles:
- Complimentary and useful signage, like wayfinding signs, add additional branding opportunities while helping your customers navigate your spaces. Something as simple as clear, easy-to-spot signage directing them to restrooms shows your customers you are thinking about their needs.
- Signage is a cost-effective marketing tool that is visible 24/7, 365 days a year. For local customers, signage is a constant reminder that you are there. For out-of-town customers, a clear and accurately branded sign is like a beacon calling them to your locations when they are outside of their comfort zone.
- Good signage provides a blueprint for your brand aesthetic to follow and adhere to, especially if you began as a brick-and-mortar establishment. It is arguably more difficult to brand based on signage, but the importance of cohesiveness does not end because you want to revamp your web page or logo. Signage is a vital element to a company’s success and should always be taken into consideration when planning a rebrand.
- Signage can enforce and promote brand recognition. Anytime your customers can pick you out of a sea of brands vying for their attention, you’ve found success with your signs. If your signage is out of date, not properly lit, or unclean, the customer’s opinion of your brand decreases.
- Signage offers opportunities to enhance communication with your customers. Of course, this includes digital signage and kiosks that can inform and direct your customers. It can also include fun, decorative interior signage that shows off your brand’s personality.
How Can I Make the Most Out of My Sign?
Above all, your sign needs to be visible. You need to make sure the sign you have made is big enough for the distance at which your customer will view it.
Once your properly sized sign is expertly installed, you want to keep it looking just like that. Great, visible signage is only the first step to maintaining a good face-to-face relationship with your customers. The work does not end after you put the sign up. Like any piece of equipment, signage requires regular service and maintenance to stay looking its best. In addition, regular service and maintenance is much cheaper than emergency maintenance calls for something that could have been prevented.
