Signage, It’s Your Space

Too often business owners think of the signage as just a way to convey their business name or the product or service they provide. Just plain letters on a solid background.

The signage provides the name, but does not effectively express the quality, efficiency, purpose or the story behind the reason for being in business.

In many cases, businesses will place a significant investment in social media spending, industry publication advertisements or any number of other marketing outlets with the intent to attract new customers.  But put little effort on ensuring they win, keep or even grow the customer standing right in front of them.

Think of it, we start a business, spend a ton on buildout, computer systems, website, advertising, etc.  But we use a plastic restroom sign purchased at the local hardware store.  Right now, whether it is your business or a business you are in look around. 

Do the store hours listed on the door match the branding on of the business?  Are the times crisp?  Or do they reflect the age of the business?  Look further, does the entrance or lobby signage, restrooms, specials or any other signage reflect the quality you want to convey? 

All the finishing touches that tell our customer the attention to detail we put into the product or service we provide are being communicated without us even saying a word.  Through the signage of our establishment.

Think beyond these types of signs.  Does the signage in your place of business tell your customers all you provide?   If there are products or services, you provide that are visible it is lost opportunity.

Does it tell your customers your emphasis on quality?  If it does not, you are potentially losing a greater percentage of business because customers lose confidence in your ability to meet expectations.

In many cases, the signage does not accurately reflect your range of products or services.  The decorating, branding or theme was installed when the business started.  As the business grew, the office, restaurant or retail location did not grow with the business.  

If a restaurant opens and begins as a steakhouse, yet over time they offer more seafood do they adjust to ensure every person who drives by or walks in ensures they have a broader range of offerings?  When a customer looks at the menu, any seafood item will be looked at as an alternative rather than a specialty item.  In this case, it is the role of the server to convince the customer that the seafood is of equal quality to the steak.  In essence, were selling against the branding that is visible all around.

With well-designed signage including window and wall graphics in the right locations you can ensure that your customers know your full range of capabilities.  They will leave thinking of the next item before they call or came back.  “Hey, last time I had the steak, but I really want to try the fish!”

Remember, you have one chance to make a first impression.  Reach out to Insignia Signs and Wraps to review all of the potential ways you can expand your brand.