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Photo Courtesy of Cummings Resources
Photo Courtesy of Cummings Resources

B: Brand the Business


A company’s signage helps a customer recognize its brand, just as labels on a grocery store shelf make a product instantly recognizable.

Make sure the name of your business, logo, company colors, catch phrase, etc., are consistent everywhere they’re used: on your sign, letterhead, business cards and print ads etc. This builds recognition and helps brand your business firmly in the mind of the consumer. Think of the McDonald’s® “golden arches” as a time-tested example. No matter where in the world you are, that signage represents consistency in service, experience and product.

Consider, too, that your sign design can be copyrighted, which increases its value as a commercial asset ─ keeping your overall message from being diluted by similar designs.

Your sign can also convey so much about your business and the services you offer. Even from the outside, the sign can help signal exactly what the customer will find once he or she steps in the door. 

What's the payoff? According to Consumer Perceptions of Signage and Economic Value of On-Premise Signage:

  • 34% of North American shoppers associate sign quality with store and product quality.
  • 29% of North American shoppers make store choices based on the information communicated by store signs.
  • 38.5% of shoppers (four-year study average) say they have made quality assumptions about a business based on whether that company has clear and attractive signs. Again, those in the 18-24 age group have been most prone to making such inferences.

Find a skilled industry professional to help create the right brand for your business.