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When you’re looking for a sign, it’s important to find one that reflects your brand values. Today, a sign is the first thing your customers and clients see when they walk into your business, so it needs to be representative of who you are as a company. In this blog, we’ll discuss why signs are important for businesses and how you can reflect your brand values.

Why Signage Matters

There’s a reason why we see signage everywhere: from shop floors to office walls and everything in between, signage is powerful. If you’re not sure why quality signage matters, here’s a quick reminder:

  • Signage encourages communication: it can be directional, promotional, educational; whatever its purpose, it’s there to tell your audience something important.
  • Signage provides competitive advantage: it helps you set yourself apart and stand out in the crowd.
  • Signage is a cost-effective marketing tool: it helps to increase sales opportunities and enhances brand awareness.

But all that aside, signage can help to tell your brand’s story. Typically, when you think about integrating your brand’s story into your marketing, you’ll probably think about your website, blog, brochures etc., but signage can actually do a lot of the work for you as well. In other words, anything that you showcase to the world needs to give people a glimpse of who you are, where you came from, where you’re going and what you’re all about – including signage.

What Are Brand Values?

A simple way to think about brand values is by looking at them as the “personality” of your company; it’s everything you stand for. For example, this could be outstanding customer service or caring for the environment. To put it differently, these are the “why”s of your company; “why” you do what you do. Just look at Apple as an example, their “why” is to improve day-to-day life with innovation, and you’re constantly reminded of this with their branding throughout each store. As a quick overview, your brand values should be:

  • Unique: your company should have a distinct personality that stands apart from your competitors and differentiates you in the marketplace
  • Clear: they need to be specific and easy to understand, so stick to 2 or 3 distinct principles
  • Memorable: they should truly resonate with people and stick in your audience’s mind subconsciously
  • Emotive: your values ideally should relate to something your customers or clients are passionate about or agree with
  • Evergreen: your brand values shouldn’t change even if your company evolves

How To Reflect Brand Values With Signs

Once you’re certain of your brand values, you need to express these in your signage. To begin with, stick with your most important value as the number 1 thing to represent; too much visual clutter can make your signs look confusing. To pick this, think about what you want your customers or clients to think about when they look at your signs for the first time. By following this thought process, it will help give you direction on the imagery you want to use, as well as help dictate the colours, typography and messaging you want to present.

Unfortunately, signs are sometimes forgotten and very easily fall into an afterthought category, which is surprising considering how essential they are to a business’s overall marketing strategy, as well as being a long-term asset. In fact, those signs that feature a logo can help reinforce your brand, and they’re a great way of signposting your customers and clients and aid way-finding through your space. Today, the options are endless, and illuminated tension fabric displays in particular are an effective way to make people notice you and identify you as a reputable company.

For more information, please get in touch today.