The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Your business is represented by your logo, signage, products, and services which give your customers the full experience of your brand. These representations of your brand are what consist of your brand identity that helps people recognize your brand easily and it also affects how people interact with your brand.
Consistency with your brand identity elements is very important to create a holistic look and feel of your brand and represent your business well. This pertains to all aspects of your business including marketing, advertisements, sales promotions, website, social media, and even your physical store’s look and signage.
Some businesses neglect their physical retail stores when they jumped to the digital wagon. But this can affect how your business is perceived because of the lack of consistency. Business signage has a great impact on how customers interact with your store and how potential customers are attracted to your store.
Read on to know more about the advantages of having good signage that represents your business well.
Communication
Signages are a brand’s most visible form of representation and communication. It speaks so much about a brand that does not need an explanation to customers. How your signage looks can significantly affect your store’s sales and foot traffic. Good signage will show the values and overall feel of your business. With just one look, your customers can identify your store and will be attracted to visit it.
Signage helps your customers make assumptions of what your business is about and if you are producing quality products or services that they can be attracted to. This assumption and perception through your signage will go a long way. Like the famous saying, the first impression lasts.
Similarly, if you have bad signage this could affect your sales and foot traffic negatively. Your potential customers will perceive your products and services to be of bad quality even though they have not to step inside your store, and they are less likely to do so.
Stand out
Having good signage can help your business stand out from the rest of your competitors. This will help attract your customers and allows them to instantly choose your store amongst all others. If you have a bad location, or you are in an area where there is plenty of competition, then good signage will stand out and let your customers be drawn to your store. Once you catch their eyes then you have their attention. Make it bold and big if it helps you stand out in a crowded area and to guide the eyes of potential customers to your location.
It is a cost-effective tool
A store without signage is just a space without character. It is an essential part of your store to have effective signage even if it’s just a business hour sign. It is also part of your marketing strategy. It is a cost-effective marketing tool that will help your store gain 24-hour visibility. In comparison with promotional print ads, signages have a longer effect because of its 24-hour and 365-day visibility.
It is one of your tangible tools for both branding and marketing. That is why your signage should be consistent to be able to communicate your brand identity properly and effectively. Be consistent with your color, illustration, font, and theme. Consistency will help your brand be recognizable and you can start building your brand reputation and loyalty with your customers.
A well-thought and designed signage can help with your sales because it helps with brand identification and foot traffic. It increases desirability amongst consumers and their perception of the quality of your products and services. You will attract new customers just by attracting their desire for impulse buying.
This is why the strategic placement of signage should be considered to maximize the effectiveness of your signage. Place one big signage in a high location for easy visibility on farther locations, while you should also put adequate-sized signage on eye level so that your customers walking past your area will be able to easily see your store. Another trick is also to put signage inside the store. If you think that it is unnecessary, because the customer is already inside the store, then you might be surprised to see that customers are inclined to purchase additional items near your in-store signage so you can utilize it by placing it near your cash register so that your customers may be attracted to get a few more items before they check out.
Brand awareness and Loyalty
Brand perception is affected by the recognition your brand has. This helps you connect with your customers and build brand awareness and loyalty. Signage much like a logo helps your business be recognized no matter where your business is. This is perfectly utilized by big and famous brands. Food businesses also benefit most with their signage, like McDonald’s has iconic signage that is recognized all around the world. Once you see that bright yellow M sign, you instantly know that a McDonald’s store is nearby and you will think of the delicious food you can buy from that store. Same with Starbucks and its iconic green siren that will be connected to the happiness each cup of Starbucks coffee customers experience.
Customers make connections with your signage and brand that is why you must establish your signage early on your business journey to be able to build brand awareness and get that natural connection when your signage is seen by potential customers.
Signage for success
Signage is a powerful business, brand, and marketing tool that can serve plenty of purposes to move your business forward. It is your tangible and visual solution to all your branding and marketing needs and will greatly affect how your brand is perceived by new customers and help loyal customers recognize your brand and make repeated visits and purchases.
No business does not require proper signage because it is one of the foundations of a successful business. Start as early as when you open your business so that you can develop brand recognition early on.
