There's a old saying in the sign industry: "A business without a sign is a sign of no business." Many start-ups and established businesses rarely take into consideration how important a sign can be in terms of marketing and branding. Before opening the doors for the first time, a company's founders will visit the local sign shop, talk colors, sizes, and placement with the shop staff, and then let it ride. The sign is up, so all is good. But is it?
A sign is much more than just a marker on the front of the building, or sitting up high on a post, maybe illuminated at night by a dim spot light. It serves as a signal to all those that pass by that you are there and they could be in need of your services. A sign is one of the primary links between you and those you would like to call a customer.
If the sign offers enough information about your business, then it could lead to impulse buying or service requests. Or, it could serve as a reminder to those that forgot about something they need. The key here is to offer as much to passersby as they can read within a very limited time. After all, many people are travelling at upwards of 40 mph through the business center of town. Use that sign to grab their attention while you can. If your business is located near a traffic light, that is all the better.
A well designed sign is your long term 24 hours a day, 7 days a week salesperson. After the initial investment, a sign will only require maintenance from time to time to keep it fresh and appealing. Come up with a catchy logo that has the potential to become a significant symbol within your community and farther out. Add important information about your products and services, but not too much. Let the sign create the need to know more. Once the visitor is in the door, your personal salesmanship can take over.
Therefore, before you order your sign from the local shop, think about how to make it deliver a clear message, show you are a credible entity, connects emotionally, and most importantly, motivates people to visit. It's all part of branding.
Sam Curcio develops and maintains social media platforms and websites for organizations wanting to create brand awareness.