At least once a day, someone walks into our office asking how to get to one of the businesses next door. We’re nice people, so we always tell them where to go, but think about how much easier it would be if these companies created signs that stood out more. We may spend most of our time in a digital world, but that doesn’t erase the need for physical signs in the real world.
The Importance of a Good Sign
You don’t just need a sign, you need a good, easy-to-read, on-brand sign. According to a FedEx survey, 76% of consumers said they had entered a store or business based solely on its sign. Perhaps even more telling, almost 75% said they had recommended a business to someone based solely on its sign. That means if you don’t have signage for your business, you are missing out on potential customers and referrals.
Equally important, 60% of respondents had NOT entered a business they were looking for, because it didn’t have a sign – and 50% said that a bad sign had deterred them from entering a business. Just to be clear, people went to a specific business based on other advertising, and then chose not to go in because of the quality of the sign, or the lack of a sign.
So, what makes a good sign?
A Good Sign Is Visible
First and foremost, the sign has to be visible. It has to be the right size, shape, and color for the location, and you have to make sure you choose the right location. If possible, your sign should be facing traffic. If you own a tall building, it’s important that you have signage both at street level and on top of the building. If possible, consider investing in lighting to make your sign more visible.
A Good Sign Is Eye-Catching
The sign needs to be eye-catching, but simple and easy to remember. Obviously, you want the name of your business (no need to clutter it up with initials like LLC, Inc, or Ltd). If you have a memorable tagline, or short website address, you might want to include those. If the entrance to your building is difficult to find, consider adding signage to direct people. Remember, your sign is not your only piece of marketing, so don’t try to fit value propositions or social media information on a sign that’s simply supposed to announce your location.
A Good Sign Is On-Brand
Your sign needs to be on-brand. Depending on the location of the site, and surrounding foliage or other issues, you may need to adjust colors or fonts, but your sign should match your other marketing collateral. When people see the sign, they should recognize your business. We’ve had people approach us at networking events because they recognize us from our sign.
A Good Sign Is Accurate
Most importantly, your sign needs to be correct. You only want to replace your sign if you undergo a complete rebranding, so make sure everything on the sign is in the right font, with your brand colors, and spelled correctly. Remember, 50% of people said a bad sign had prevented them from entering a business. That means all the other money spent a company spent on advertising was thrown away.
Although there is an initial financial investment in creating the sign, if a sign is done correctly it provides cost effective, year-round marketing for the long term. If you have any questions about signage, or would like our assistance with sign design, please don’t hesitate to contact us.