As a business, if you’re unaware of the importance of branding, now is the time to brush up on your knowledge. Branding is key to setting expectations for customers and providing them with a well-rounded experience. It provides customers with an identity you want to be known for, while also giving a glimpse of your company culture — and it should be prevalent throughout all of your signage.
Consistency is key in branding. If you keep your branding similar across every platform — your website, social media accounts, TV advertising, print advertisements, employee uniforms and even customer service — you’ll be presenting your customers with a coherent, memorable and recognizable brand.
Signage should be a part of any branding plan, as signs serve as visual reminders of your company and its services. Below we’ll explore some ways your branding and signage should intertwine to keep customers informed of everything you want them to know.
Primary Signage
Your primary signage, or the sign(s) located in front of your business, should be attractive, easily readable and match all your branding efforts. If you have particular colors that are associated with your company, they should be included on your sign. Particular fonts? Include them. Do you have a slogan? Logos? You’ll want to include them too. Think of your main sign as a book cover. Even though you were told not to as a child, you probably still judged books by their covers. That’s how people will judge your company, too, because the first thing they’ll notice is your sign. Make a good first impression.
Billboards
You can have a bit more fun on billboards. There’s absolutely nothing wrong with using colors, logos, slogans and similar assets, in fact, you should use them. However, you billboards can serve as a canvas for different marketing campaigns and promotions, giving you a little bit more creative freedom to attract customers with conventional and unconventional methods. Have you ever seen a unique billboard that caught your attention? It was likely due to a well-crafted marketing campaign that was implemented on a billboard. It may not be a logo or color scheme, but it’s a facet of branding that was successfully used on a sign.
Indoor Signage
Indoor sign at your place of business can serve to accent both your branding and the customer experience. Ever been to a western-themed restaurant? Old-fashioned bathroom signs labeled with “Cowboys” and “Cowgirls” likely made your experience a bit more unique than the average dining experience, right? Even signs with a little color can take away the monotony of stock signs that don’t add anything to the customer experience. Don’t be afraid to mix in distinctive branding elements to give customers something new. They’ll appreciate it.
There are countless ways to implement your company’s branding into your sign solutions. Doing so will help develop the reputation of your business and give customers an experience exclusive to your brand. For help developing signs around the identity of your business, contact the team at Bartush Signs for help from expert sign manufacturers.
My boss is looking to have some more primary signage installed outside of our shop, and it’s good to know what should be included in the design. Using logos and fonts particular to our brand is definitely something we’ll want to incorporate, and I may talk to my boss about creating a slogan for it, as well. You’re definitely right that primary signage works as a first impression, so it’s important, for sure, that it’s a good one.