Why you need a strong sign that fully embraces your brand
Businesses don’t buy new signs every day. They are potentially a one-time purchase which will be renewed, typically, on a 5-10 year cycle. With this in mind, it is important that you choose the right signs for your business, and that the signs are strong enough to fully embrace your brand.
In most cases, the signage will incorporate the company logo with corporate typeface, so make sure that you are happy with your overall branding before committing to new signage. If you are potentially looking to rebrand – this is the time. Research suggests that rebranding has helped some companies increase business by an average of 10%, but make sure it is done for the right reasons, as part of your overall marketing strategy.
Either way, regardless of whether you are deciding on a new image, replacing old signage or having new ones, you need to make sure that your signage reinforces and is a true reflection of your brand. Also, bold, eye catching signage can make your business very memorable, even the area it is situated. This in turn will make your brand more memorable overall.
You’ll need to make sure that the signage is consistent with the brand. For example, if the sign is for a shop, the sign will need to follow the same theme that is being used throughout the premises. Whether it be the corporate colours, fonts or both, these things will again help your brand be remembered, and will leave a lasting impression on both existing and potential new customers.
Most importantly, what does your sign say about your business? If your sign is old, faded, maybe even broken and in need of repair, what kind of impression will this give your customers? If your sign is dirty and in need of some TLC, and has been for some time, this may give your customers the feeling that other areas of your business need improving too.
Remember – your signage will act as a permanent advert for your business that can be seen 24 hours a day, 7 days a week. Potential customers will be walking, cycling and driving past your signs at all hours, giving you the opportunity to expose your brand to them and attract future business, even outside of working hours. Therefore, if done correctly, your signage can be an extremely efficient form of advertising and should be seen as a good investment which will fully enforce your brand.