The Importance Of Signs To A Small Business’s Success
Signs: The current transition to digital marketing and advertising is an inevitable phenomenon. With the internet being dominant as it is, everything’s eventually bound to go online. However, it doesn’t mean that offline marketing is useless. And judging by the busy photo above, it’s as alive as ever.
So, aside from savvy online tactics, offline marketing shouldn’t be left out of the equation. Reach more people by using both! If you’re a brick-and-mortar establishment, tangible efforts become all the more critical. Why not go with a classic and put up some signage? Nothing gets people’s attention more than a distinct sign.
Why Do Businesses Need Signs?
If you’ve been to places like Times Square, you’ll notice tons of signs illuminating New York City’s busiest area. These are a few common reasons businesses put up signages for their ventures.
1. Identity Reinforcement
Brands have different shticks that make them stand out from their competitors. For example, Apple’s simplistic and minimalistic aesthetics define its identity. Instead of dealing with the bells and whistles, they go all out with no-nonsense graphics.
Your sign should reflect your brand’s uniqueness while maintaining consistency. Pay attention to your logo, font face and size, and color palette. It won’t do if you switch things up just for the sake of it.
People’s attention spans are short—we can only process information for so long. Brands communicate their message through their signs so customers and clients can pick up on them quickly.
Let’s paint a picture of signs communicating effectively to people: let’s say they need to take a bathroom break in the middle of a shopping trip. All they have to do is look for the signs that point to the restrooms, as pictured above.
3. Brand Awareness
Since we’ve already talked about reinforcing identity, let’s shift gears and go to the recognition part. Your signs should be recognizable enough to allow customers—both old and new—to know what you’re all about. Pro-tip: make room for interior signages for extra attention.
4. Audience Reach
Does your brand have a general audience, or do you fall under a specific niche? Make sure you know the people you’re targeting if you want to convert potential opportunities into actual customers and transactions.
Digital ads can come with expensive price tags. Their pay-per-impression nature requires you to shell out money on more than one occasion.
With that said, old-school tactics (like handing out business cards, for example) may be a better option here. Luckily for you, signages fit that bill.
Signages are an upfront cost that doesn’t need renewals since they’re paid on a one-time basis. They’re a lasting investment that pays off big, especially when done right.
What to Consider When Putting Up Business Signs?
Before we get to the signs themselves, we recommend writing these considerations to your selection/deliberation checklist:
Signs are the first things people see when they enter your establishment. If you’re going to install them, place them in a visible area that draws attention. We recommend putting up indoor and outdoor signs to cover all your bases.
We’re not just talking about the overall size here. This factor covers the content’s size as well. Are the texts too big or small? Can your graphics be seen from a distance? Bigger isn’t better 100% of the time, so make sure the size doesn’t take away your business’s message.
Your sign should align with your overall branding. Should you tweak things, make sure they don’t stray too far from your aesthetics. Remember what we said about identity reinforcement and brand awareness earlier? Observing consistency is a must.
What do you want to use for your signs? Your choices should fit your brand’s aesthetics/vision to avoid looking messy and out of place. Research each possible material while weighing your options. You may approach signage experts for questions and consultations.
The elements are unpredictable forces of nature. This factor throws your chosen materials into the fire: will they be strong enough to last through anything? Your signs should withstand most natural phenomena and last for a long time without much wear and tear.
How much are you willing to spend on your signages? Quality signs don’t come cheap very often, so prepare to shell out sizable amounts of money for their inception.
7. Regulations and Permits
No two locations have the same set of policies and regulations. Look up your federal/state/city/local laws to avoid fines and violations. You wouldn’t want to waste money, yes?
Types of Business Signage
Business signs aren’t one-size-fits-all materials. They come in different forms, with each one having its unique advantages. Below are some common kinds that may interest you:
Going by its name, businesses put them up outside their brick-and-mortar joints. Every establishment should have this type since it’s every customer’s or client’s first point of contact. There are various kinds of storefront signs to choose from, so just look at a few of these types.
1. Dimensional Letters
If you want (literally) to put your name out there, spell it out using letters! Have you got unique fonts to showcase? This type is the perfect choice for showing them off. Dimensional letters’ simplicity makes them look sleek and professional, providing subtle impact.
2. Pylon Signs
Have you ever walked by a huge sign on a pole? That’s what you call a pylon sign. This type rises from the ground up, usually spanning 12 feet in height with varying widths. Customers will have an easier time spotting your location thanks to its humongous nature.
3. Blade Signs
If you see signs perpendicularly mounted from a building’s walls, they’re called blade signs. They’re great for driving foot traffic into shops and stores since they easily stick out from their surroundings.
Your business’s interiors need signs too. Not only are they extra advertising, but they’re a morale booster to employees too. Check these types out before you miss out on them!
1. Reception/Lobby Signs
Want to start off on the right foot? Nothing says “welcome” more than a well-crafted lobby/reception sign! It gives guests or customers a lasting impression on your establishment, which can last for quite some time.
2. Window Graphics
Treat your windows like blank canvases by putting your branding on them. Even if they’re placed inside, interested passersby will take notice. Who knows—they may even enter your store’s doorstep.
3. Interior Logos
Go further with your branding by taking your logo indoors! You can take a cue from the photo above and place it in a strategic area. Want to make it extra special? Add some appropriate interior lighting for emphasis.
Make your business come alive by placing signages! Never underestimate their power to attract both fresh and familiar faces.
Emma Olivia De León is a writer and contributor interested in business growth and marketing. You can reach her on LinkedIn.
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