Making your business stand out within an ocean of competition isn’t easy. The international market offers your potential customers more choices than ever before, and that’s why custom signs are so important. Your branding message is essential to the success of your business, and to be effective it must permeate every aspect of your business. Custom signs drive sales and send signals to your customers, telling them about all of the reasons they should walk through your door right now to check out what you’ve got on offer. Here are some of the reasons that custom signage sets you apart in a busy global marketplace.
Branding drives sales
A generic, one-size-fits-all sign with the name of your business plopped into it does not constitute branding. Each branding opportunity you have gives you the chance to tell the world what makes you and your business one of a kind, so don’t miss these chances for great branding communication. The very best brands communicate the things that make their businesses unique in the blink of an eye, and a unique custom sign with a carefully crafted branding message on it is a great way to do this.
Custom signs improve the community
University researchers have found that communities with better signage are better places to live. For example, 68 percent of people surveyed in one study indicated that the sign of a business was important to their ability to find the business’s location. In fact, signs were the reason that 18 percent of those surveyed were aware of the service department of the businesses in question at all. Furthermore, when one of the business owners in the survey had to move their sign so it was harder to see, 21 percent of their customer found that it was harder to locate the business. Another study found that if every fast-food restaurant in Los Angeles added one additional sign, their combined business revenues would jump by $132 million; this increased income would generate an additional $10 million in sales tax revenue for the city.
Custom signs work hard for small businesses
Research conducted by FedEx Office and Ketchum Global Research & Analytics shows that 8 out of 10 American consumers have entered a small business because a sign caught their eye. 79 percent of Americans remember a small business based on its sign, with 75 percent telling someone else about the business after seeing great signage. 68 percent of consumers in the U.S. have made a purchase because a sign caught their interest, and even when faced with a totally unfamiliar business, 42 percent of women and 31 percent of men would go in if they found the sign appealing. On the other hand, 58 percent of those consumers won’t go in at all if there’s no sign.
Certain custom signage options, LED message signs, for example, allow you to create buzz by changing the message you’re communicating at any given time. This also allows you to test which messaging and branding works best for your business. It also allows you to “go with the flow,” changing your branding strategy with seasons, sales trends, or other information.
Custom signs make your brand more valuable
When you make a custom sign part of your branding strategy, you can enhance the value of your brand. Research shows that 34 percent of shoppers in North America associate product and store quality with the quality of the business’s signage. In fact, 29 percent of North American consumers make choices about stores just based on their signs. Furthermore, improvements and updates to existing signs gave many stores a 5 percent weekly increase in sales; stores that had been underperforming benefitted even more from improving their signage, with increases in weekly sales of 15 percent.
The bottom line
If you’re looking to boost foot traffic to your business to totally new levels, create a unique branding message on your business’s sign. Your branding matters to your potential customers; without it, they can’t be sure what sets you apart from your competitors. A custom signage solution lets you communicate this differentiation, setting your business apart and broadcasting to the world what your business is about. Invest in your business by investing in custom signage that sets you apart.