We all know the importance of signage for business. Going beyond promoting your business, your signage (interior or exterior) supports your brand expansion. Your business signage informs consumers (and customers) about your business, service, products, events, announcements and more. But you need to realize that your signage goes beyond leaving an impression on your audience and influencing their purchase decisions; it also establishes strong brand positioning in the mind of your customers.

Although we always encourage others not to judge a book by its cover, we also know how important first impressions are and how crucial it is to make a good one. Think about it: for many of your target audience, your signage is really what influences their first impression as they get introduced to your brand. Regardless of whether you own a business, manage a property/office building, put together events, or have special announcements, your signage will tell your story for you.

In our previous blog titled The Art of Business Signage, we talked about how signs get the job done for you as they advertise your business around the clock. Read more.

In another blog titled Have You Ever Considered Refurbishing your Signs?, we discussed the advantages of giving your current signage a face-lift. Click HERE to learn more.  We also talked about how to make your indoor signage effective using high impact graphics along with visual appeal that will reflect your brand and get the attention of your clients and prospects.

If you have not done so already, this is the time to consider new signage or investing in a face-lift of your current signage.

Almost every aspect of your marketing should depend on a well-thought out visual approach based on a design plan and strategy. The place to start is your own target audience and demographics in order to make sure that your visual design would appeal to your audience’s interest. You then need to decide on the different media available to establish a strong marketing presence.

Keep in mind that consistency amongst all of your marketing initiatives is a must. Your logo, colors and graphics should help your company be seen AND remembered as it helps you stay in the public eye and stand out from your competition. The following includes a list of visual marketing options to showcase your brand:

• Billboards and banners
• Posters
• Wall murals
• Wall papers
• Exterior business signage
• Interior business signs
• Monument signs
• Trade show booths
• Vehicle, car and truck wraps
• Custom lobby signs
• Architectural signage
• Commercial signs

Such visual marketing solutions will help you communicate your message and raise awareness about your company via a visually appealing manner. From drawing customers in from the street to helping clients take notice of your business, visual marketing achieves the goal of bringing your business branding, including look and image, together to help you stay top of mind as you improve traffic to your physical location.

Regardless of the size of your business, it is crucial to commit to a marketing budget that will help you support your profitability and growth. That being said, it is essential to identify a balance and be able to allocate a budget that is enough to meet your business needs without overspending.

While some might follow the approach of allocating a percentage of their revenue towards marketing, it is important to keep in mind the following factors:

• Your industry
• Your target market or markets
• The size of your business
• Your growth
• Your short and long-term plans

You further need to be specific in terms of the marketing initiatives and outlets you are planning to use and the expected return on such investment. Here are some options to consider:

• Revamp your lobby with a new Wall Mural
• Participate in a trade show and invest in booths design
• Expand your geographic reach and upgrade your vehicle wraps
• Renovate your indoor and outdoor business signage

Knowing what your plan is and identifying how much you need to spend will help you stay on track in terms of how you spend your marketing budget. Such information should be crucial to help you achieve your marketing goals within a specific timeframe.

That being said, keep in mind that it is essential for you to go back and revisit your plan and progress in order to adjust your spending and approach as you go to make sure that you are on track to establish the ROI you desire for your business.

As we approach the end of the year, every business takes the time to look back at what was accomplished. Doing so provides you with a better understanding of how your strategies worked in terms of retaining existing clients and attracting new customers. While customer retention should be a key focus, this is a great opportunity to get a jump start on your competition as you start putting together a plan for the upcoming New Year.

We all know how cluttered the marketplace is, but it is crucial to understand that the more you tailor your campaign towards a specific audience, the better your outcome will be. And in this day and age, the goal should be geared towards building an engaged audience so that you stay top of mind no matter what. Social media has changed the landscape of marketing in addition to setting the expectations of customers really high in terms of quality of service and products.

Although such a change has increased the burden on the shoulders of businesses, it is important to understand that social media is only one element of your marketing mix.  Your colors, font, logo, printed collateral material, indoor and outdoor business signage, lobby signs, wall murals, booths design at trade shows, and vehicle wraps… all play a major role in how effective your marketing efforts are or could be.

Social media has empowered consumers to voice their opinion and to share feedback with sellers. As a business, such a dynamic should really work to your advantage as you listen, monitor and pay attention to what is being said in the marketplace about your industry, competition and company so that you revisit and adjust your approach and offerings to increase your chances of success.

Since we opened our doors for business, our company has been dedicated to promoting your business and expanding your brand as professionally as possible. We believe in crafting with only the best of the best materials as we custom design and fabricate every kind of sign imaginable with an eye toward best in class service.

As Thanksgiving approaches, we would like to extend our gratitude to those who have made this year so memorable and successful:

• To our team of employees – Thank you for the work you do to make our company great. You help us provide first-class service to our clients. We appreciate your commitment, creativity and high-standards.
• To our loyal and amazing clients – There is no better time to say Thank You for your business and patronage. We are grateful to serve you and appreciate your confidence in us.

We would like to wish you all warmth and contentment of a truly Happy Thanksgiving.

As we approach the holiday season, businesses struggle to get ahead while they attend to current clients’ needs, plan for the holiday season, and put together a strategy for the upcoming New Year. This is a good time to evaluate your branding elements and decide if a facelift is needed with the beginning of a fresh new year.

That being said, be careful and very cautious about re-branding and changing your logo, especially if you have accomplished a strong positioning of your identity in the marketplace and among a powerful customer base.

Regardless of how large or small your business is, your reach and positioning can be at a global level. The Internet and social networks have shrunk our world and made our accessibility easier than ever. Changing your logo with the goal of a fresh start requires a lot of planning and consideration in addition to a smooth seamless transition in order to avoid losing your place in a cluttered environment.

On the other hand, do not forget that this is the perfect time of the year to show appreciation to your staff, partners, vendors and clients. From planning a holiday party to sending out holiday cards and gifts, this is also your chance to put together a personalized touch through a custom design that will allow you to showcase your brand and stay top of mind.

Are you putting together a logo? Are you launching a new brand? Are you considering installing a new wall mural? Are you thinking about revamping your business sign? Or are you looking into growing your business through vehicle wrapping?

Regardless of which way you decide to go, the bottom line is that you are trying to convey a specific message to your target market.  Verbal, visual or audible, your message communicates information that reflects on you and your business in response to a specific communication need. As the sender of such message, you want to make sure that you follow a process to make your communication clear and understandable as you implement a call to action and expect a specific reaction on behalf of your audience.

The following steps walk you through a better strategy that will save you time and money:

1- Consider your audience

• Who are they?
• What kind of relationship do you have with them?
• How will they react to your message?
• What do they know already about your business?
• Is there something unique about your audience that should be taken into consideration?

2- Do not skip planning

• What is the purpose of your message?
• What kind of information are you trying to convey?
• What kind of interaction and experience are you putting together?
• How will you respond to your audience as they react to your message?

Good communication plays a major role in your success while helping you promote your service or product through specific means.

With the many choices out there, you might find it difficult to make a decision on which company to engage to respond to your business needs.  If you are looking for indoor signage, outdoor signage, wall murals, lobby re-design, full or partial vehicle wrap service, you need to consider the following:

– The level of dedication to:

• Promote your company
• Expand your brand
• Exhibit high levels of professionalism

– The material used needs to be the best of the best, no matter what.
– The technology implemented should be the latest, capable of presenting and producing quality product.
– The customization process where design should respond to your unique need.
– The levels of flexibility, responsiveness and availability.
– The diversity and/or specialization of their portfolio which should give you a better idea of their:

• Design style
• Level of expertise
• Understanding of your industry

– The network of resources that such service provider is aligned with and how such network can support the service offered and your additional needs (if and when they arise).
– The dedication to protecting the environment and being socially responsible.
– The involvement in the community and how they support local charities, education and charitable causes.

Committing to a service provider goes beyond the initial engagement to  build a relationship that will help you partner with a company to  make your business the center of attention and support its growth.

When planning to add a Wall Mural to your office, consider the following seven steps:

• Meet in person with your service provider – It is usually a good idea to invite them to your offices so they can get a clear understanding of what your business is about and comprehend your brand.
• Be clear about your expectations when it comes to customization:
  •  Would something off the shelf of a store do it for you?
  • Or are you looking for a unique design that speaks volumes about your business?
• Explain the vision of what you are looking for:
  • Discuss your thought with your service provider
  • Share your likes and dislikes
  • Do you have a specific concept in mind?
  • How do you feel about icon images?
  • Do you prefer specific colors over others?
• Discuss budget limitations and restrictions.
• Detail your core values:
  • Make sure you share such values
  • Explain how your values are aligned with your mission, goals and offerings to the market place
• Entertain different material:
  • Do you have a preference for green and environment-friendly material?
• Where will your wall mural be placed?
  • Will it be accessible only to employees?
  • Is the goal for the public to see it?
  • What kind of setting, decor, furniture and fixtures do you have in that space?

Although the above might sound like simple questions, it is very important to address such points in order to clearly assess and comprehend your vision and what you are trying to achieve through a concept that will turn into a successfully fabricated and installed design.

When it comes to marketing, there are some common key elements that all and any business can benefit from if implemented correctly.

• Focus on being memorable – Your influence should go beyond the product or service you are selling to instill in your customers a memorable and unforgettable experience. You want your customers to talk about you. Your work with them should compel them to share a great story that they would love to tell over and over again.

• Understand your customers – Your offerings should speak to customers who, not only need your product or service, but who think like you and with whom you share similar values. When you truly understand your target market, you will be able to customize offerings that not only attract them, but also leave them with a memorable experience.

• You cannot be everything for everyone – In a cluttered marketplace, you need to keep your focus on what makes you different and how you can stay top of mind. Although customers choose you, remember that your business has the power to NOT appeal to consumers who simply are not the right clientele for your offerings.  In addition to your offerings, the customers you target define you and your brand. For example, transparency and value will help you stand out to those consumers who are looking for such qualities while excluding the audience who are simply looking for the deal of the day.

Regardless of your approach, your influence is only as strong as how memorable of an experience you leave your customers with!