How visible is your business to the people who are out walking and driving around your locality?
Is your signage blocked by trees or by other signage? Can people see where your business is? If they can see your business, is it clear what you do? Is your signage in good condition? Does it show your business off in the best light? Does it display a current logo?
These are some questions that as business owners we all need to ask ourselves, but unfortunately, rarely do. As we go about our business on a daily basis, we become blind to the things that we see multiple times every day. However, we’ve become overly familiar with our business signage, to your existing and potential customers, your signage is their first impression of your business. If your premises and signage looks drab, faded, or has letters missing, think what type of image it is presenting of your business. It’s for that reason that you should take the time to consciously look at your business signage and ask yourself the questions above. Be honest when you’re answering them. Ask customers what they think of your signage. Did they have trouble finding you? Ask friends and family members too, but remember, they might not be as subjective as some potential customers point of view.
The Value of Good Business Signage
Effective outdoor signs should let people easily know what you sell or what you do. The International Sign Association (ISA) published a study that showed that when a sign was added on a previously blank side of a building, sales for the listed business increased by up to 7.1%.
As a business owner, you know signage is necessary to make your business visible. But when you’re juggling all the things that you need to attend to everyday to run your business, it’s possible that the state of your current signage can slip down your long to-do list.
What Your Signage Says About Your Business
The ISA say that when you are thinking about your signage you should use these ABC’s. Your signage should:
Attract new customers
Brand the business
Create impulse sales
Well-designed, good quality outdoor signage makes your business visible to potential customers. Even by refreshing your existing signage, people who frequently pass your premises without noticing it, can see it for the first time. Updating or changing your signage can also cause people to see your business in a new light and so increase sales.
Brand recognition begins with your business signage. The more potential customers see your name, and logo the more likely they will be to think of using your business when they need what you sell. This is because you will have achieved “top-of-mind awareness” which builds trust and turns strangers into customers.
And great signage should reflect your business personality and your brand. It also helps to understand what type of quality they can expect. That is why old, poorly maintained signage can have a negative effect on your brand image.
Signage can also be a very effective tool to change a customer’s buying habits. When we see a sign for something that we hadn’t planned on buying, it can convince us not to try a new product, service, or supplier. Depending on the type of business you have, it could be as simple as influencing a customer to try your coffee shop instead of one they usually use. It could be as simple as your customer seeing your signage at the right time to make a new, impulsive decision that can benefits your bottom line.
There is a huge range of signage options to choose from and we can help you get the best option for your location and budget. Talk to us today and we’ll help to get you noticed for the right reasons.
