Your external signage represents your business, either working to impress and draw passers-by into your store, or make them turn away without ever giving your business so much as another glance. Poorly maintained or low quality signage can even leave these potential customers with actively negative opinions of your firm, despite never having set foot inside.
Few business owners would dispute the necessity of having some form of external signage. But, now that you’ve got a signage solution in place, the job is as good as done, right? All you have to do now is to wait for the customers to come flooding in? If only it were that simple.
More to signage than meets the eye
That your signage is essentially an ambassador for your company is indisputable, but the quality of the sign is almost more important than the sign itself. As a demonstration of this, imagine an exchange where one person suggests to another that they visit your business. The latter person responds that it looks a bit run-down, but there’s another very similar company just up the road, so they might as well go there instead.
Your business may well have the best service in town, but if customers are put off before they get through the door, you may as well not bother. Even if your business is locally acclaimed with a solid base of repeat customers, signage retains its power to draw in or turn away, and it would be unwise to slip into complacency. What can be done to ensure that your business signage stays on-message, leaving the very best impression possible with the thousands of potential customers who walk past your premises every day?
The answer is, fortunately, as cost-effective as it is simple: for the professional signage necessary to communicate the professionalism of your business, use only a professional sign company. We’ve explored the reasoning behind this in the sections below and have taken a good look at each one to find out exactly what high quality signage from a professional sign company can do for you.
Increase your brand recognition
Signage can be as simple as stating your trading name and perhaps a slogan, but by incorporating your brand into your sign, the latter is transformed into a much more powerful tool. Research shows that consumers are far more likely to buy from brands that they recognise. You can create repeat customers by making your store particularly distinctive so that it becomes known as, say, ‘that perfume shop’, instead being thought of as just another shop selling cosmetics.
Thinking more broadly of the importance of brand recognition, imagine that you run a pet shop. The majority of the thousands of people passing your shop daily probably have no reason to buy something from you. However, should any of these people decide at some point to get a pet, or should a friend ask them for a good store, yours will be the first that comes to mind. Provided that your signage is professional and has created a good impression.
In-house design and advice
Many professional sign companies offer in-house graphic design services. Effective design is vital to attract customers and avoid confusing them or putting them off. External signs should be simple, bold and legible at a distance. Consistency across all of your promotional channels is important, so incorporating your branding is a good idea. Being memorable is equally important, but avoid squeezing excessive amounts of information onto the sign or you risk confusing the reader.
When giving your shopfront a facelift it’s easy to get carried away, but don’t forget that signage is subject to a number of regulations. Signs don’t usually require planning permission, but the situation depends on the extent of the work being undertaken and whether or not your building is listed. Health and safety regulations lay down the responsibilities of the installer and the owner of the sign, with most of the liability for maintenance falling on the owner. Professionally trained installation technicians can be relied upon to deliver high quality, safe work from the outset.
As mentioned above, the responsibility for sign maintenance lies with the owner of the sign. This is not optional; the law obligates the owner to keep the sign, its fittings and fixtures in good working condition in order to minimise the risk of harm. Liability for any injuries sustained by falling signs due to lack of maintenance also lies with the owner.
This means that preventive routine maintenance to pre-empt problems before they occur is practically a necessity. Reactive maintenance – dealing with a problem that has already happened – simply isn’t sufficient.
For this reason, professional sign companies usually offer maintenance plans, believing that sign design and installation is only the first step in a job that won’t be completed until the sign has reached the end of its life. Many companies can even tailor the maintenance plan to your specific needs.
Boost your bottom line
Not only can professional signage increase customer footfall, but research from America suggests that a well-designed and maintained sign can even reduce the required expenditure on other forms of marketing. This makes signage a particularly economical marketing solution.
At The Sussex Sign Company, we have over two decades’ experience under our belts, giving us the know-how to produce a truly professional signage solution specially designed for your circumstances. We are committed to working with you throughout the years of your sign’s life to ensure that your investment reaches its full potential. Please don’t hesitate to contact us today.