In this competitive corporate climate, it is vital to create an impact and a lasting impression. Even though we often find ourselves speaking on digital marketing and other techniques to attract consumers, signage is one of the strongest forms of brand recognition. A well-conceived sign not only conveys a message, but it provides a story, it can can create an emotion with people, and it can also create immediate brand recognition.

First Impressions Count

In many cases, your storefront sign will be the first tangible interaction that your customers have with your brand. Research has indicated that a person makes judgments about a business just moments after seeing it. If your sign is clear, illuminated, and striking, it can convey trust, professionalism, and reliability. Alternatively, a poor or outdated sign can encourage customers to turn away before even setting foot inside!

2. Consistency Creates Identity

Effective signage can function in align your brand colors, fonts, and overall identity. Just like McDonald's golden arches or Coca-Cola's red and white, signage can immediately invite the customer to associate these visuals with your business. Eventually, this type of repetition will build recall over time, and helps keep your brand at the forefront.

3. Heightened Foot Traffic & Visibility

If your signage is strategically placed, foot traffic can increase drastically. Bright colors, legible fonts, and unique designs can all impact a passerby's attention, even when in a high traffic area. For example, digital LED signs have typically been proven to be highly visible and increase visibility at night.

4. Emotional Connection

Good signage isn't just about names and logos—it's about creating an emotional experience. Signage that tells a story, or embodies your values, will stick with the customer beyond their visit. For example, recycled materials for signage are a great way to showcase a brand commitment to eco-friendly materials.

5. Cost-efficient Marketing Tool

Signage investment lasts longer than paid ads that stop running when the budget is exhausted. Once installed, signage sends your marketing message around the clock to your customers, and returns on investment can be substantial. Signage can be marketed along with lighting methods and place-making to be one of the most cost-effective brand recognition techniques.

6. Reinforcing Trust & Professionalism

Good, clean, clear signage, signifies trust and professionalism. Your customers are more likely to trust a sign that is well-designed, clear, and positioned with confidence. This trust is especially true when a significant relationship is at stake such as healthcare, finance, or education.

Final Thoughts

Good signage is beyond a nameplate; it's a powerful ambassador of your brand. It creates recognition, reinforces trust, positions you as visible, and creates impressions. It does not matter whether you have LED signage, acrylic signage, or dimensional signage, businesses that use effective signage, even in the most crowded markets, tend to stand out.