It doesn’t matter how strong your business model is, how reliable your sales methods are, or how masterful your expertise. Without strong branding, your business will struggle to get to the next level, or even off the ground. Signage, in particular, is a central element in any branding campaign. It allows you to bring your products, services, and a recognisable brand identity to a broad and varied audience.
In this digital, internet-obsessed day and age, it’s easy to overlook signage. Especially traditional ‘static’ signage such as billboards, fence panels, or the trusty A-frame. However, this oft-forgotten medium still has a crucial role to play in boosting your brand exposure and generating returns. When executed to its full potential, it can have as much impact on your enterprise as a well-designed website!
Not convinced? Here’s the low-down on the essential role signage plays in promoting your business.
Creating a recognisable brand identity, one that patrons can relate to and connect with, is pivotal in generating customer loyalty. This unique and memorable persona is easiest to build through visual advertising. Using large-format print advertising, you can effortlessly design a characteristic and impactful colour scheme, font scheme, and voice that passers-by associate with you – and only you.
When audiences become familiar with your visual aesthetic, they feel more connected to your brand. That’s half the battle! Furthermore, with different forms of signage, you can reach this audience in a number of locations, and bring your branding right to where your audience is already waiting for you.
Signage is a brand’s most visible form of communication. Beyond being recognisable and unique, your signage communicates who you are as a business. It creates a narrative that puts your company values front-and-centre, so that patrons connect with the things that make you, you, on a deeper and more personal level.
Your signage also communicates your company personality: are you creative chaos? professional, calm, and collected? a long-standing family-run business? fun and playful? efficient and reliable? Passers-by will make their minds up about these traits within 3 seconds of seeing your sign, so make it’s saying the right things about you!
By communicating the right message to the right audience, you’re ensuring that you stand out amidst the myriad businesses advertising in our cities at the moment, and attracting the kind of patrons that will help your business grow.
The Price is Right
Print signage is one of the most durable and long-lasting advertising mediums out there. Not only is your Out-Of-Home (OOH) marketing campaign working 24 hours a day, seven days a week – it’s working 365 days a year! Signage is your silent sales assistant, attracting new and repeat patrons while you’re busy running your business, living your best life, or sleeping. As such, signage is one of the most worthwhile marketing investments that a company can make.