If you run a business you don’t need anyone to tell you that it is a jungle out there. The economy is tough and competition is cutthroat. With more than 27 million small businesses out there all vying for a piece of the pie, establishing and marketing your own unique brand is more important now than ever. That means making sure all of your branding and marketing materials, from the font on your outdoor signs to the slogan that prints on your cash register receipt, speaks with one voice.
A significant way that you may improve your brand is by putting your name on your building. Granted, building signs don’t come cheap, and there are plenty of sign ordinances and city codes you have to pay attention to, but the rewards typically far out-weigh the expenses. One major benefit of having your name on your building is the perception of permanence in the minds of your customers. Nobody wants to do business with a fly-by-night, and that sense of permanence can encourage both new and repeat business. Outdoor signs on your building can inform potential customers about the type of products and services you offer and can also help your customers to locate you.
Keep in mind that building signs are only one component of your brand. Effective branding means incorporating your logo, color scheme and font into your outdoor signs. While your name is important, if it doesn’t equate to some type of benefit to the customer, it may not effectively boost your brand image. You may also wish to include your company slogan as part of your sign to help your customers make that mental connection. This is particularly important if your name does not reflect your business. If you are going to use a slogan remember to keep it brief and to the point. Although some of your customers may be on foot, the bulk of your customers will likely be driving past your building. They have limited time to read and be impacted by your sign.
When considering putting your name on a building you should take into account such factors as local codes and ordinances, and sign permits and licenses. Chances are you are not an expert on these subjects. That’s where dealing with an established and reputable sign company in imperative. Weight such factors as the cost, durability and readability of your building sign. Of course the bottom line is always the bottom line. Putting your name on your may increase your traffic and sales, improve your customer’s perception of your business and help build your brand.
