Do you invest in signage?

How do you market your business? Do you run ads on local television or radio? Have you spent money on sponsored social media ads, hoping to target people in your area looking for the product or service you offer? Perhaps you’ve held events, contests, and giveaways to attract new customers.

Throughout all this, you might have ignored your most effective marketing campaign: your business signage. Your business’s sign is the first impression that many customers get of what you do, who you are, and whether you care, and a run-down or unattractive sign can seem like an afterthought and send the wrong message about your business. 

Instead, treat your sign as a marketing opportunity and view signage as a long-term investment.

Here’s why you must invest in signage.

The Dangers of Ineffective Signage

Say you’re a restaurant, and you’ve got delicious, high-quality food. Your food is hot, the ingredients are fresh, and your restaurant is clean and well-run. But your sign outside looks like it was first put up in 1972 and hasn’t been touched since — a classic example of an epic signage fail

Your food speaks for itself, and you only need word of mouth? If you’ve got a healthy base of customers via word of mouth, that’s great. However, you still need to rely on marketing that draws in customers passing by your business. An old or ill-maintained sign sends a dire warning about the kind of product or service customers can expect when they step through your doors … and it could be enough to send many of them driving on past.

Similarly, badly designed or hard-to-see signage may be just as harmful as having no sign at all. If people don’t know who you are or can’t see that your business is there, you’ll never win them as customers.

Why You Must Invest in Signage

When you work with Brady Signs to design and install your sign, we understand how to create the most impactful message to market your business to everyone who passes by. Good signage will stand the test of time, and that’s why you should think of signage as a long-term investment.

This includes more than just the main sign for your business. You can also design short-term, seasonal signage to be rotated throughout the year. This is a wonderful way to boost immediate sales; with high-quality signage, you can reuse it repeatedly.

Attractive signs aren’t just for the exterior of your business, either — you can also use them on the inside. When you employ a creative use of signs throughout the interior of your establishment, you convey a strong and effective branding message.

Another great choice for a new sign installation? Many businesses are turning to digital signage. These signs are a dynamic way to market your business with their bright colors and ever-changing messaging. If you have many events, sales, and specials, digital signage can help you get the word out visibly.

No matter what sign you choose, remember that over time, your sign will become a part of your brand, and people will think of it when they think of your business. When each run of a newspaper, TV, or social media ad ends, your sign will still be a standard-bearer for your business. When you invest in signage and use high-quality signage as a long-term investment, you’re settling on a marketing campaign to generate future returns.

Brady Signs is a third-generation family business that’s been a premier provider of business signage solutions throughout the North Central Ohio region and beyond for over 50 years. Want to learn how we can convert your brand into a statement using our eye-catching signage for business? We’re here to talk.