Is Your Business Signage Spreading the Right Message About Your Brand?

There’s no doubt you want your investment in indoor or outdoor business signage to draw attention and build traffic to your establishment. But catching someone’s eye can be more problematic than beneficial if your sign stands out because it’s damaged, faded, low quality, or unappealing. It’s important to ask yourself, “What does my sign say about my business?” If you’re not confident that it’s projecting your values, offerings, and business in a positive light, it’s time to consider an upgrade. Continue reading this article to learn the role of business signage in projecting professionalism and casting your brand in the most favorable light.

The Role of Signs In Communicating To Customers

Like business meetings, networking events, and chance encounters, the first impression someone gets of you typically sticks. You want to stand out from the crowd for positive reasons, not negative ones. The design, condition, size, placement, and other factors are critical in creating positive feelings toward your brand.

Think of your own experiences at car lots, for example: Do you feel more comfortable pulling into a car dealership with easy-to-read, attractive lettering on a sign that’s in pristine condition or one with a cracked sign with a few letters that no longer light up?

If you’re like most consumers, you want to invest in a business that shows care about its products, image, and customers. What kind of care do they put into their assortment of vehicles if they can’t take the time to give their sign a little TLC?

Your sign works 24/7 to let people know where you are, who you are, and what you offer. Making sure your signage is conveying the right message is essential in driving foot traffic and standing out (for the right reasons) amongst crowded landscapes.

Explore tips and advice for creating custom business signage that stands out and makes a great first impression.

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What Your Signage Messaging Reveals About Your Brand

When sharing your brand’s heart and soul, your business signage is not just a visual marker but a loudspeaker to the public. It’s the finely tuned script of a theater play, the exact words at the perfect time.

Key Tips for Effective Sign Messaging

Clarity Is King: Be crystal clear about what your brand stands for. Ambiguity might as well be static on a radio—annoying and often ignored.
Brevity Scores: Keep it short and sweet. Your signage is a quick hello, not a lengthy seminar.
Consistency Matters: Your messaging should be easily identified across all platforms. Think of it as your brand wearing its favorite hat everywhere—it becomes recognizable.
Call to Action: If you want people to take a step closer to your brand, a compelling call to action can be the nudge they need.

Signs and Symbols: Crafting the Message

Signage comes in many flavors, each with its storytelling ability. An elegant gold-leaf sign whispers luxury and exclusivity, while neon-colored channel letters might shout from the rooftops about fun and vibrance. It’s crucial to match the sign type with your message’s essence. Let’s peek at some examples:

A chalkboard sign with a hand-written menu suggests a quaint, artisanal charm, perfect for a boutique cafe.
Digital displays boast modernity and can be updated quickly, aligning with brands promoting the ‘now’ and ‘next.’
A dimensional letter sign inside a reception area could give off a refined vibe, ideal for a business catering to a sophisticated clientele.

Remember, every sign has a story, and that story should be yours. Be intentional with the design elements you choose—every color, every font, and every image should be a deliberate spokesperson for your brand.

Show Your Brand’s Character: What Your Signage Says About You

When pedestrians stroll by, or patrons approach your storefront, your business signage is often the first voice they hear from your brand. But it doesn’t just speak in words; it communicates in the language of design. The font you choose, the colors you splash, and the imagery you display all tell tales about your brand’s character. Does your signage shout about your playfulness with bold, quirky lettering? Or does it speak in calm tones with a sleek, minimalist design? Every aspect delivers a glimpse into the heart of your business.

Let’s unwrap the layers of what your brand’s personality truly is:

Exploring Colors: Your palette can paint a vivid picture of your emotions. Bright, light colors depict a fun-loving, energetic personality, while darker, subdued shades represent a more sophisticated and serious brand.
Typography Talks: From elegant script fonts that whisper luxury to solid, block lettering speaking to reliability and strength. Your typography can communicate as much about your brand as the words themselves.
Imagery and Graphics: Whether it’s abstract shapes or relatable icons, the images accompanying your words on signage can exhibit creativity, innovation, or even a commitment to tradition.
Material Matters: The materials you select—sleek metal, rustic wood, or glossy acrylic—can communicate messages about sustainability practices, artisan values, or high-end service.

Your signage’s design elements wrap together to tell your brand’s story. What kind of story do you want it to tell? Whether you aim to showcase your whimsy, heritage, or forward-thinking nature, ensure every visual detail aligns with the narrative you’re sharing with the world.

Take a closer look at the must-have elements of an appealing storefront sign

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Tell Your Story With Custom Business Signage Crafted By Excel Signs & Design

Since 2011, Excel Signs has helped businesses throughout St. Louis, St. Charles, Jefferson County, and beyond clearly communicate who they are and what they do to consumers with our work. Our hands-on, collaborative approach ensures we capture the essence of your brand and display it for all to see. Contact us today to schedule an initial consultation so we can learn about your project and start writing your story’s first chapter.