One of the key axioms of business is this simple statement: Consumers won’t recall what they can’t see. In today’s hyper-visual environment, shoppers are bombarded with thousands of branding images – signs, logos, bumper stickers, online ads, banners, billboards – urging them to choose this product or that service. Some might ask why a company should spend money on branding when there is so much competitive clutter to cut through. The answer is quite simple: because branding works! Studies show that there is more brand loyalty today among the consuming audience than ever before. That loyalty translates directly to your bottom line success.
Here’s how to effectively brand with signage so that your business grows and prospers:
1. Make your brand memorable and recognizable. A good sign and logo tell the potential customer who you are and says ‘here I am!’ When customers recognize your brand, they feel more comfortable choosing you, and that means more bottom line profits for you. Make your brand stand out with, for example, an eye-catching logo, brightly colored graphics or modern digital signage.
2. Give your brand a ‘personality.’ Your brand is your voice, your unique point of view. Are you the friendly neighborhood chain? The expert authority? Translate that special quality to your logo and signage. That ‘personality’ helps your business draw the customers who will sustain you over the long term, because they buy into your point of view.
2. Make your brand readable and non-cluttered. Proper visibility is essential with signage. And don’t make the mistake of putting too much information on your signs, because it will be too difficult for the consumer to see critical information in the very limited time – mere seconds – that they have to focus on your sign. Rightsizing your brand brings in customers and builds business.
3. Be consistent. This is key for any business, and especially critical for those with multiple locations, such as a franchise organization. Your brand image must look the same no matter its location. Consistency makes the customer feel safe; they know what to expect, so will be more likely to become a loyal client.
4. Extend the brand’s reach. There are more and more company cars, fleet vehicles, buses and vans carrying company signage, also known as vehicle wraps. It’s a terrifically cost-effective way to remind consumers of your business when they’re nowhere near your physical location. Make sure you include your contact information on your wraps and consider offering a special discount to customers who mention the wrap.
Amid these challenging economic times, it’s more important than ever for you to connect effectively with your potential clients, using a focused branding image. Doing so can only enhance your customer volume and build long-term loyalty.
