Why is building signage important?

You know the old saying, &#;You only get one chance to make a first impression.&#; Building signs are your first impression to the world. They may be fixed objects and once installed, you may not give them a second thought, but building signs are what makes your business stand out from the crowd. Signdealz tell you how.

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Why Building Signs Matter

Building signs are some of your hardest working employees. Most business owners don&#;t think of signs in this way, but it&#;s true. On the job 24/7, they act like your personal sales representative and speak volumes about your business. From increasing business credibility, branding your business, increasing sales, and making your business easy to locate, building signs are one of your best investments.

Increases Business Credibility

Professionally designed, built, and displayed building signs assure customers they are doing business with trustworthy people. Scams and identity theft are in the minds of today&#;s consumers &#; not just online, but in the world of brick and mortar businesses as well.

A professional appearance builds confidence in potential customers and puts them at ease. When your business has a credible and trustworthy appearance conveyed through signage, customers are more willing to trust you with their money and make more purchases.

Brands Your Business

By placing your company logo on your sign, potential customers are constantly exposed to it and remember it. Not only does your company logo ensure customers they are doing business with a trustworthy company, it keeps your business in the minds of future customers. Unique logos or a memorable slogan on your sign increases the chances that customers will remember your business when they need your service.

Increases sales

The Outdoor Advertising Association of America (1) proves with research  that signage increases business by 15%. In another, more informal study performed by Burger King, they learned that outdoor business signs were the reason 35% of their customers ate in their restaurant. Major chains know the importance of outdoor business signs and companies like McDonald's spend an average of $40,000 per location on signs, often putting up the sign before construction even starts.

Makes Your Business Easy to Locate

When you're in business, you want to capture every sale. This is possible only if you make your business easy to find. If customers don&#;t know you exist, they can't do business with you. If customers want to shop in your store, but can't find it, they will do business elsewhere. Many sales are lost this way and costs you, the business owner, money.

Are Your Building Signs Performing?

What do your signs say about you and your business? Are they performing like you need them to by increasing credibility, sales, branding your business, assisting customers, and making your business easy to locate? Take a good, honest look at your business sign and see where there&#;s room for improvement and make those changes today.

(1)  (1) Outdoor Advertising Association of America Inc (OAAA), M Street, N.W., Suite , Washington, D.C.

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Signage is an important part of your business. Your business&#; signage could be anything from wall signs, window signage, sidewalk signs, floor signs, and more. While each of these may serve a different purpose, if done right, good signage provides your customers and potential customers with subtle, but important, communication cues, increases brand awareness, and in the end, it can help you convert a sale.

Whether you&#;re using signs for functional purpose or branding, it&#;s important to remember that a customer&#;s takeaway isn&#;t just your logo, it&#;s the whole experience from introduction to close of sale, and everything in between. Presenting your customers with clear, concise, and branded signage is one important part of your business puzzle. To help ensure that your signs are working for you and to bring light to some new ideas, here are our top 5 reasons why signage is important to your business.

Provides Clear Communication

When customers are bombarded with too much information&#;think signs that contain excessive text and/or graphics&#;they can experience what&#;s called cognitive overload. When this happens, your customers&#; working memory can&#;t process the &#;overload&#; of information they&#;re receiving. Since customers do have a limited amount of working memory, when they&#;re faced with too much information all at once, it can not only give them a negative perception of your brand, but it can also adversely affect their decision-making abilities, which is the last thing you want as a business owner. Providing clear communication through signage is a great way to eliminate that barrier between cognitive overload and increase the chance for purchases by the end-user.

Two common types of communication through signage are directional signage and safety standards signage.

• The goal of directional signage is to guide your customers somewhere, and some common examples might be restrooms, parking, customer service, cashier, information, main office, specific offices in the case of multiple tenant buildings, and so on.
• Safety standard signage is designed to warn of hazards, identify locations of safety equipment (fire extinguishers, first aid, AED), warn of danger and areas where caution needs to be exercised, identify exit routes and/or doors, and in the past few months, provide COVID-related safety measures relating to social distancing guidelines, COVID-related symptoms, and tips on how to &#;stop the spread.&#;

        Related: Click here to read more about how proper signage can help during COVID

Conveys Brand Character + Identity

Consider this: if your business uses a whimsical font like papyrus, and you&#;re a doctor&#;s office, from the outside in, your office looks more like a card shop and less like a doctor&#;s office. The choices you make in branding are important, and keeping consistency throughout your space is even more important.

A FedEx survey found that 76% of consumers will enter a shop they&#;ve never visited before based on the strength of the signage, but more importantly, 52% said they would be reluctant to shop if the signs were not well done (cognitive overload can come into play here). What does this say to businesses? Signage is important, but making sure it fits your brand vision is potentially more important. Additionally, your interior signs expand the branded experience, giving you more opportunity to not only convert a sale, but to also present yourself as a leader in your space.

So, how can you ensure that your signage reflects your brand&#;s character and identity? Working with a designer and following your band guidelines is imperative. Pay special attention to your logo creation (generic is a brand-killer), font size (larger is usually better), colors used (think of the colors used for brands like Coke, apple, Home Depot, etc.), and the contrast between colors used on your signage&#;more contrast is usually better.

Increases Brand Awareness

As with brand character and identity, you want your signage to quickly and simply tell potential customers what your brand is all about, so your signage needs to give a great first impression to anyone and everyone who sees it. Additionally, having your interior signage, whether it&#;s for branding or safety, properly branded will further increase the number of times a person sees your logo, keeping your brand at top-of-mine.

Keeping in mind the two tips above, brainstorm the best ways to portray your brand through your signage&#;including graphics, fonts, and colors&#;allowing you to stand out from competitors in various places throughout the customer journey. This will allow you to push your customers closer to a sale without being pushy. Remember, with good signage, the tiniest tweaks can make all the difference.

Reach the Right Audience

To be effective, your signage must reach the customers you&#;re going after in look, in feel, and in messaging. While businesses seek to break through the noise, once a customer is in your place of business, the only &#;noise&#; to break through is your own. You have the right customer, at the right time, but do you have the right message? Clear signage can make all the difference (see our tip on clear communication above if you need a refresher).

While many forms of marketing impose upon the customer, consider the on-air commercial that breaks your favorite TV show, signage helps the customer. When done right, it provides the customer with what they need and allows them, with your help, to be in control of their experience. It&#;s for this reason, that signs can and likely will turn potential customers into customers. It&#;s not pushy, and you&#;re reaching the right audience nearly every time, which can&#;t be said for other forms of marketing.

Cost-Effective Strategy

Signage can be extremely cost-effective when compared to pay-per-impression (PPI) style advertising where you pay for each advertisement that is placed via , on social media, and through other media outlets like television, radio, print, and so on. Signage, on the other hand, is a one-time, up-front cost that can last almost indefinitely, making it a wise and lucrative investment of your hard-earned business dollars. Partner with all of the above reasons, and you&#;re got a sure fire strategy that will lead you to better customer experiences and lower cost of acquisition.

Have questions about how to create the optimal signage for you and your business? Contact us today, and our experts will help you make your signage investment pay dividends now and well into the future.

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