Establishing a strong brand identity is crucial for any business, even a small and local one. While the buzz today is mostly about increasing your digital and internet presence, don’t neglect branding at the ground level through signage. Signage is vital to draw attention and inform, and it’s also a terrific means for communicating your brand’s values and personality to a local audience and beyond. Here’s how to use signage to enhance your brand identity.
What Is Brand Identity?
Your brand identity is, essentially, all about you. It encompasses, visualizes, and embodies everything your brand is about. More obvious manifestations of branding include logos, colors, typography, and messaging. These are all brought together and harmonized to create a unique and lasting impression on viewers and customers, especially through signage. Let’s explore signage next, including the different kinds available and how you can employ it to the greatest effect.
Types of Signage and Their Benefits
Here are the two main types of signage and their benefits.
Outdoor Signage
Outdoor signs are the first point of contact for many customers. A well-designed storefront sign attracts passersby and leaves a memorable first impression. These signs can be outside the actual store or off the premises. Banners, for example, are useful, versatile, and affordable signs to promote events and sales or communicate information. They’re also portable and easy to place outside of your place of business or at outdoor events like fairs, festivals, and the like.
Indoor Signage
Your outdoor signage has brought customers to your door and inside. Once they’re there, indoor signage guides them and enhances their experience. Point-of-sale displays highlight special offers and encourage impulse buys, while directional signs help customers quickly find what they’re looking for. A wall mural is another great sign to consider for your space. Use them to tell a story about your business or create an ambience that aligns with your business’s brand values.
Employing Effective Signage
Signs are great; we can agree on that! But you have to use them correctly to reap the benefits. Here are some tips.
Maintain Consistency
Keep your signs looking and feeling consistent. Use the same colors (hopefully, you’ve picked a particular palette for your space), fonts, and messaging across all platforms. Consistency builds a cohesive brand identity that customers instantly recognize.
Keep It Simple
Make signage easy to read and understand immediately. Avoid clutter and stick to who, what, where, when, how, and why when writing copy. You can always provide more specific information when customers ask for it. Focus on one clear message and prominently display it.
Use the Right Graphics
Don’t skimp on graphics. Invest in high-resolution images and professional design services. Poor-quality graphics make your brand look unprofessional.
Practice Strategic Placement
You can’t communicate your brand and values if people can’t see your signs! Place them where they’re most visible. Consider foot traffic patterns, sight lines, and the natural flow of people in and around your business.
Employ Temporary Signage
Not all signs are permanent or even long-term. Temporary signage can be a game changer for small businesses. Think promotions, sales, or events where a carefully placed temporary sign can draw customers to a booth or room. You can get the most out of your temporary signage through great design, proper placement, and more. And always end with a call to action!
That’s how to use signage to enhance your brand identity. Take the time to create effective signage and deliver the benefits of your brand to the public!
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