When is a Sign Not a Good Sign?
Knowing exactly who you are targeting through advertising and why, is the key to developing a successful business. With more traditional forms of advertising like signage still being a big part of many businesses we look at when and how businesses get their signs wrong.
Having a sign for your business should be a simple thing but when a sign is wrong it is not a good sign of the business. Take a traditional pavement sign for example:
- Badly positioned - causes obstruction and inconvenience to passersby and can be a hazard to peoples safety.
- Incorrect or misinformation - an out of date piece of advertising like “Parking Available”... and then there isn't any parking available, or “Live Band this Saturday”... and it's last Saturdays advertisement.
- Broken or vandalised - old outdated pavement signs that have been vandalised or are just simply broken are worse for a businesses brand and image than not having a pavement sign at all.
- Badly designed - Visually poor quality or graphically unpleasing to the eye. Pay a professional to sign write or design and print your pavement sign for you and achieve a better impact and more “bang for your buck”.
Make a business
Clear branding, bright colours and a clear message are three key components of a successful pavement sign. When designed correctly, a pavement sign can have a big impact on awareness on the local high street and even increase the amount of traffic a store receives, particularly if they’re set back from the main street.
But a well-designed pavement sign doesn’t just do this on its own. Optimised placement is a big factor in this and it’s easy to test a few different placements to ensure you’re signs is working as hard as possible.
Break a business
When used incorrectly, pavement signs can simply be a drain on resources for a business. The time and money it takes to invest in the right type of sign and the graphic design work could simply be a waste of money.
Although pavement signs can be a vital tool in growing a business, this needs to be considered as part of a wider strategy and therefore implemented as such.
4 Signs of a Good Shop Sign
- Clear logo
- Easy to read
- Correct colours
- Good placement
Read more: 4 Signs of a Good Shop Sign
6 Tell-Tale Signs You Need to Get a New Pavement Sign
- People Don’t Know Where Your Business Is Located
- Your Sign Doesn’t Match Your Brand
- Your Sign Doesn’t Match the Season
- Your Sign Keeps Blowing Over, Takes Up Too Much Space or Gets Ignored
- Your Competitors’ Signs Are Similar to Yours
- It’s a Nightmare to Set Up
The true cost of a bad sign
Bad signs are extremely noticeable. From billboards to signs outside of a company’s establishment; if a company has a bad sign, someone walking or driving past it will notice the mistakes.
A “bad” sign can mean many things. Bad grammar, spelling mistakes, incorrect branding, or even unacceptable imagery. For example, you could have a sign that has one or two misspelt words – this would be a bad sign. Bad signs don’t reflect a company or their brand very well, because it shows that no one is properly checking the company’s marketing materials before they’re published in any way. This typically doesn’t have too much of a negative affect on the company, though the company may find that the sign appears on their social media pages with humorous commentary.
What could be much worse is a sign that has bad imagery or a bad message. Signs that are non-inclusive, or come off as explicit, racist, or homophobic; among other negative aspects. These bad signs can have extreme adverse effects on a company, and the company will typically experience a large amount of public backlash and uproar. Even if the bad signage was an accident, the company will always be blamed for the mistake – because it’s under their brand name.
In these situations, it rarely matters who is at fault, because the sign still exists. All a company can do is hope it’s just the one sign and that it can be quickly removed. Something like a billboard is much more harmful to a company’s reputation.
Why Signage is a Key Part of Your Business Branding
While many businesses focus their attention more towards online branding nowadays, there are still plenty with bricks and mortar stores, bars, hotels and restaurants that depend on more traditional approaches.
Signage has been an important part of getting people into a businesses since shops first began to appear on streets. The good news is that the sheer range of signage products has improved dramatically over the last decade or so.
Digital processing means that companies are now able to synchronise their online business branding with their real life premises. And it’s a lot cheaper than it used to be.
Signage Products and Branding For Your Business
The primary reason for branded signage is that it is there to help people recognise your business immediately. Of course, a company’s brand is more than just a quirky logo and a few images. It’s supposed to highlight everything you stand for, including what your values are.
The key is to create branding combined with signage that elicits an emotional response in potential and existing customers.
- One of the advantages of signage is that it creates a clear and visible indication of where your business is situated. Some companies have a sign above the door, others will use a product such as a pavement sign to attract attention.
- Signage can also be used to send specific messages. Maybe you’re a bar or restaurant and you want to reveal the dishes of the day to passing traffic. Perhaps you run a store and have a sale on and want something bright and cheerful out on the street to attract attention.
- Signage isn’t just about branding, however. You have instructional signs indoors that are designed to show where certain products are or ones to point the way to the toilets. These don’t need to be generic either and can, in fact, reflect your brand.
- There’s a wide variety of different signage products that you can chose from including portable flag poles and banners and even light-box displays that can brighten up corners of your business premises.
- Products like poster frames, for instance, are ideal for shops that like to change promotions from time to time. All you need to do is put them up on a wall and replace the advertising or brand content from time to time.
Why You Need Coherent Sign Branding
Some premises have a mismatch of different sign types that essentially dilute their brand message. This generally happens if you have collected your signs over a period of time and haven’t really thought about how they all fit together. They may have been bought when your brand identity was actually different.
It pays to step outside your business premises and take a look at it from your customer’s point of view. Does everything match up and reflect your brand or does it all look a bit haphazard? Paying a little extra attention to this area of your business can make a big difference on how your brand is perceived by the general public.
At Red17, we provide a wide range of different signage products from chalkboards and poster frames to wall-mounted light-boxes and projecting signs. If you’re looking to tighten up your business signage and give it a clear brand makeover, take a look at our range today.