Keeping in mind that the end purpose is to stay top of mind in a cluttered market, you have too many options to consider. We have touched in previous blogs on the importance and effectiveness of indoor and outdoor business signage. They do the job for you as they advertise your business around the clock. There is another type of signage also to consider: Digital Signage.
Based on a remote-controlled distribution and playback of digital content on digital billboards and screens, at one or multiple locations, digital signage supports your branding and messaging while helping you create awareness and position your company strongly in the marketplace.
While it is very convenient and easy to update and change your messages on a digital signage, you always should focus on targeted content that speaks to your audience based on location and offerings. With digital signage, you can instantly customize your message to recent happenings or events with which your audience can connect with. No other medium allows you to instantly change your messages as you work on responding to your market needs.
In addition, digital signage gives you access to data related to repetitions, impressions and interactivity.
That being said, it is crucial that you do not underestimate the power of regular signage. As discussed in our previous blogs, make sure that your brand is very well represented and your sign is visible. Also, do not forget to check with your city for a permit process.
With indoor signage, you need to think high impact graphics combined with visual appeal that reflect your brand and get the attention of your clients and prospects. Whether your goal is to design a brand new office space or simply add an indoor sign to promote a sale, you always need to focus on producing visible and highly effective signage and displays in order to leave lasting and memorable impressions on your audience.
- Your indoor sign needs to meet the safety and compliance requirements of your city and property management (if applicable).
- Would your sign serve more of an information source to your visitor? If so, you may want to consider a wall-size artwork (wall mural) or a full-size indoor sign.
- Although we speak mostly about customers, you need to always keep in mind that your indoor signage also leaves lasting impressions on your staff and employees.
- Your sign needs to include visuals/graphics that pop and stand out to attract attention.
- Consider your colors and shapes.
- Don’t forget about indoor lighting… is it good enough to help your sign stand out?
- Would window lettering work for your space and business model?
These are some key points for you to consider when thinking about indoor signage. Once your clients are at your venue, it is your opportunity to impress them and provide them with an overall unforgettable experience.
You have your business on your mind 24/7; you eat it, you breathe it, you sleep it. You want everyone to know about what you do and the amazing products/services you offer. You want to highlight your unique selling proposition and showcase the value you add to your customers. You are passionate about your business and you want the whole world to know about it. But sometimes, regardless of how much and how often you say it, people simply do not listen!
So what can you do to stay top of mind without losing your breath? You may want to consider custom vehicle wrapping, including graphics and letters, as a way to market your business consistently and continuously.
As we addressed in previous posts, vehicle wraps are very cost effective and they help you garner tons of advertising impressions for your business as long as they are being used properly.
It is understandable that you want to let your prospects know about all the different services and products that you offer but you want to make sure to avoid the pitfall of listing out every one of your offerings on your vehicle. Remember, too much text could overload and confuse your viewer and discourage them from focusing on your message.
So when considering custom vehicle wraps, try to focus on designs and letters that your viewer can take notice of and understand quickly. Your logo should be displayed prominently along with your basic contact information including your website and phone number. A brief tagline might be a good fit as well. Your goal is not to educate your customer about everything you do but rather to get their attention and get them intrigued to look further into what you offer, give you a call or even check out your website. Let your vehicle do the work for you and always remember that LESS IS MORE!
You see signs wherever you go. As discussed in previous blogs, signs are mainly used for business purposes because they are effective and relatively inexpensive. They do the job for you as they advertise your business around the clock. Not only can you increase your visibility with business signage, but you can also grow your business measurably by attracting prospects who will take notice of your existence due to your signage.
The following includes a list of sign types to consider for your business:
– Outdoor building signs
– Interior signage for your lobby
– Construction signs
– Wall murals
– Real estate signage
– Building directories
– Retail signs
– Free standing monument signs
– Custom building signs
– Custom banners
And do not forget about the mobile signage that could be displayed on vehicles through lettering and graphics. This is also known as vehicle wraps which will allow you to take your business anywhere you go thus expanding on your reach and target market.
Regardless of which way you decide to go, make sure that your brand is very well represented and your sign is visible. Also, do not forget to check with your city for a permit process. The last thing you want is to invest in a sign that will not be displayed.
Refurbishing outdoors or indoors existing signage is a great way to save money without the need to go through the process of creating a whole new sign. Refurbishing signs can even be used for your own existing signage that needs some freshening up or if you relocate and need to re-use an existing sign.
Refurbishing signs is much cheaper than purchasing a whole new one and depending on your city you might be able to avoid going through a whole new permitting process which is usually required for new signage units. Unless you are changing the basics of your sign, there should be no need for you to go through a new city permit process but make sure to confirm with your own city. Also, refurbished signs often can be completed on a shorter timeline than brand new ones.
You may also want to consider continuous maintenance and repair services for your sign as a way to make sure that your investment is being leveraged to its full potential. Any and all signs will experience wear and tear at some point. Keep in mind though that at some point, your sign might need a facelift and this is where you can look into signage refurbishing services.
As soon as your sign starts looking worn and tired, consider putting in a call to freshen up its look through either a new paint job, new letters or even a new logo.
Not many pay attention to their font and the power it has over their brand. Your font offers a great opportunity to make your brand stand out among the competition. Do not settle for the default option. Develop a clear idea on what image you would like to project through your font selection. Choosing a font helps you define your brand’s personality beyond your logo, colors, name and tagline.
Start by identifying the typeface of choice; it is the set of characters of the same design. These characters include letters, numbers, punctuation marks, and symbols. Try to choose a typeface that would be the most engaging for your target audience in order create a huge difference between engaging your customers and losing their attention.
Your font family is the name set for your typeface (Times New Roman, Arial, or Calibri). Your font category refers to a general classification such as:
- Serif fonts that have a line at the end of the stroke. They reflect the image of being professional and traditional
- Sans Serif fonts that do not have a line at the end of the stroke. They reflect the image of crisp and modern
- Handwriting fonts are usually more causal and personal. They reflect friendly.
- Script fonts are formal, sophisticated and decorative.
- Display fonts come with a wide variety of design and styles.
Keep in mind that fonts are an excellent way to communicate emotions. While some can help you dramatize your message, others can be more subtle. Your message and the emotions you are trying to evoke need to be aligned with your overall brand and voice.
Regardless of which way you go, the key is to make sure that your font conveys the same message you want your brand to represent.
Your walls provide a great space to be creative and give life to your environment. While some of us lean more towards simply painting the walls with plain colors, others take an extra step and add some designs and more color to make their homes and offices more appealing and welcoming through the installation of wall murals and wall papers. Your walls could be noticed by everyone. Consider giving them a unique touch and a more personal look.
As you work on planning the design and installation of your wall murals or wall papers, take the following questions into consideration:
- Would it be a good fit to add more decorative items such as shelves and frames?
- What colors should I choose?
- Am I looking for a dark or bright space?
- Is nature something I would like to see every day on my wall? Or do I prefer more of an abstract design?
- How much of a design is too much for me to handle?
- Should I plan on doing it myself? If so, do I have the knowledge and time?
- Should I plan on hiring a local company to help me meet my designs needs?
- Can I see my design on a small scale first before committing?
As you grow your business, you want to ensure that it is standing out from the rest. Your commitment should go towards focusing on a range of professional marketing initiatives that allow you to concentrate not only on spreading the word but also building your business with the large picture in mind:
- Website – Having a website is crucial because it increases the chances of people finding you online. Most customers will go online first and do their due diligence on the company before making a purchase decision. If you do not have a website, you will miss out on all of the potential business.
- Collateral Material– Although not all businesses will require the need of collateral material, keep in mind that having printed material is a significant component of how your business could be perceived by your prospects and clients.
- Business Signage – Be it internal or external, a creative and attractive sign can assist your business to stand out among the clutter in the marketplace and stand apart from the competition as you position yourself top of mind with customers.
- Wall Murals – Wall murals add a design element to your space but they also give an impressive impact through a totally creative and gorgeous feel with intricate and fun details leaving a memorable impression on your customers, partners and employees.
- Search Engine Optimization (SEO) – One of the important elements of SEO is making your website easy to be found by both users and search engine robots. SEO helps search engines such as Google, Yahoo and Bing to figure out what each page is about and how it translates into search results from a user’s perspective.
Slogans constitute a cornerstone of your branding strategy helping you establish a long-lasting and memorable impression on your target market. Your slogan needs to be:
- Easy to remember
The following list includes some of the most popular ad slogans:
- “I can’t believe I ate the whole thing!” (Alka Seltzer)
- “You’re in good hands with Allstate.” (Allstate Insurance)
- “Don’t leave home without it.” (American Express)
- “We try harder.” (Avis Rent A Car)
- “A little dab’ll do ya.” (Brylcreem)
- “The ultimate driving machine.” (BMW)
- “Have it your way.” (Burger King)
- “I’d walk a mile for a Camel.” (Camel)
- “Just do it!” (Nike)
- “M’m! M’m! Good!” (Campbell’s Soup)
- “Please don’t squeeze the Charmin.” (Charmin Toilet Tissue)
- “It’s the real thing.” (Coca Cola)
- “A diamond is forever.” (De Beers Consolidated)
- “You’ll love the way we fly.” (Delta Airlines)
- “Put a tiger in your tank.” (Esso)
- “When it absolutely, positively has to be there overnight.” (Federal Express)
- “Capitalist tool.” (Forbes)
- “When you care enough to send the very best.” (Hallmark)
- “Beanz meanz Heinz.” (Heinz Baked Beans)
- “I think, therefore IBM.” (IBM)
- “It is. Are you?” (The Independent)
- “Grace…space…pace.” (Jaguar)
- “Snap! Crackle! Pop!” (Kellogg’s Rice Frispies)
- “Finger lickin’ good.” (KFC)
- “Have a break. Have a Kit-Kat” (Kit-Kat)
- “Betcha can’t eat just one.” (Lay’s)
- “I’m lovin’ it.” (McDonald’s)
- “Where do you want to go today?” (Microsoft)
Do you have a favorite slogan that you care to share? We would love to hear from you.
Branding is one of the most important elements that could contribute to the success or failure of your business. Branding goes beyond just your logo to include your colors, fonts, designs, imagery, collateral material, online presence, business signage, wall murals, vehicle wraps, trade show booths, and more… Your branding is how your customers perceive you as it promotes recognition, enhances your key points of differentiation, provides motivation and direction to your staff, generates referrals and sets expectations.
As you build on your recognition, you also create awareness among consumers, vendors and partners. Your brand becomes a leader in the industry as it symbolizes your unique selling proposition and signifies an emotional connection with your customers. With a job well done, brands can help you rapidly establish a strong reputation and high level of credibility in the marketplace.
Your brand, signage, logo, colors, wall murals and collateral material represent you and a promise to your customers. You are the brand. Your brand is you. Your staff is the brand; same with your customer service, marketing material… Think about every element. What does it say about you? How does it relate what you are going to deliver to your customers?
Consistency is key to achieve successful outcomes. You need to think high degrees of consistency when it comes to your visual, verbal and auditory identity in order to deliver a consistent customer experience while helping you to stand out among the clutter.