Business Sign to Boost Brand
What’s in a business sign? Well, if you’re running a retail business, then it could mean the difference between standing out in a crowded marketplace and boost brand while attracting new customers– or at the other end of the spectrum, getting lost in the shuffle and being stuck as the “best kept secret” in your marketplace.
Obviously, your goal is to be among the former group and avoid the latter. To that end, here are six business sign best practices that can get you top-of-mind with your target market — and help keep you there:
1. Be Creative
Business signs aren’t mere labels. They’re symbols that convey brand essence, and make both an intellectual and emotional connection. Without being cryptic or convoluted, ensure that your sign will have prospective customers saying and thinking “hey, that’s a clever idea!”
2. Be Clear
A number of businesses get everything else right except one factor that, unfortunately, turns their sign from an asset into a liability: it’s simply not clear enough. The basic rule-of-thumb is that if it takes your prospective customers more than five seconds to read and grasp the totality of your business sign, then it’s time to head back to the drawing board.
3. Pay Attention to Visibility
Will your sign primarily be seen by cars driving by? Or perhaps by foot traffic on a busy street? Make sure that your sign will be clearly and fully seen by your prospective customers, or else your investment will go to waste, and you’ll incorrectly blame your sign (or perhaps your business sign company!), when in fact the root cause is lack of visibility.
4. Focus on Function
Signs can perform various functions, including conveying direction, information, value demonstration, brand, and so on. Ensure that your signs are doing what they’re supposed to, and working as hard as you do to engage and attract prospective customers.
5. Be Consistent
Whether you have a single sign or several, make sure that they’re all consistent with respect to fonts, color schemes, and so on. While it’s fine to have some variety – in fact, it can be an advantage – remember that prospective customers don’t see things in terms of components; they grasp things in terms of totality. In other words, they synthesize rather than analyze. If your signs send mixed signals, the resulting confusing or irritation can (and likely will) be applied to your brand, either consciously or subconsciously.
6. Color is Psychological
Have you ever wondered why McDonald’s “Happy Meals” signage is primarily yellow? It’s because yellow is perceived an energizing and joyful color. In the same spirit, IBM leans towards blue since it’s perceived as study and trustworthy, and Starbucks is all about green – not because of money, but because it’s viewed as a healthy and natural color. The message here is that you should pay attention to the psychological relationship between color, mood and feeling, and build this understanding into how you craft your sign.
The Bottom Line
Business signs can and do make a difference; especially on today’s hyper-competitive business landscape. The above tips and best practices will help ensure that your business stands out for all of the right reasons — and doesn’t get lost in the crowd.
Media Courtesy Flickr