When it comes to the marketing mix, signage can often be seen as the poor cousin. However, the role of signage in brand experience can’t be understated. If signage is treated as little more than an afterthought, it can significantly impact the power of your brand. 

So, what are some of the major things brands don’t understand about signage and how can they be addressed?
 
Signage is the single most cost-efficient marketing or branding initiative

When it comes to cost per engagement, nothing beats signage. Signage provides constant brand exposure over the long-term. Unobtrusive, good signage will influence how a customer forms an opinion of your business. By utilising the right materials to ensure your signage has longevity and adapting different signage (wayfinding, directional, exterior, interior etc) to enhance a holistic brand feel, signage will be a consistent and reliable touchpoint. 

Signage acts as a multifaceted branding tool

Signage isn’t just a standalone brand touchpoint, it compliments and upholds your other branding and marketing initiatives. It helps close the loop on how your brand appears to customers. 

But signage doesn’t just contribute to the visual side of branding. It also contributes to the brand experience. Signage supports wayfinding, provides a point of reference and showcases your brand’s unique selling proposition. It guides people to your place of business, signifies they’re in the right place and increases your brand recognition. Thanks to signage, consumers come to know who you are, what you do, and where to find you.

Signage builds lasting brand authority and integrity 

79% of people will remember a business based on their sign. It creates an almost subconscious imprint in the consumer’s mind. When consumers see your high quality and consistent signage over and over again, it subconsciously builds trust, credibility and recognition while creating a tangible feel for who your company is, enhancing your value for customers. Signage makes your stores uniquely yours, creating a memorable experience with your brand. 

Translating your brand to signage isn’t always simple

Many brands come up with a brand identity that works online or in print, but they haven’t considered how it will translate to a physical environment. There are several important considerations including how to make a 2D design work in 3D, how colours and shapes look in the physical world and in different lighting, how to ensure text is readable and the effects of shadows. Convoluted designs incorporating gradients of colours or multiple layers of colour may not translate well to signs. 

To get the best possible outcome, it's important to factor in your signage requirements at the initial creative stage so your branding can be developed with signage in mind. That should include factoring in longevity, brightness and physical use. Otherwise you’ll have to find a workaround or settle for an option which isn’t as good as it can be. 

Ageing or broken signs create real brand damage

A business with no sign (or a bad sign)… is a sign of no business. Over 50% of people say that poor signage deters them from entering a business. One of the major contributors to poor signage is a lack of maintenance. Think about the last time you saw a faded sign or a sign where the lights were out. It's hard to take that business seriously. The brand experience immediately leaves a negative impression. There’s not much point investing in great looking brand assets if those assets aren’t maintained over time. 

There are various issues that can occur with signage including sun damage, water damage, mould, erosion, broken lights, dirt and grime, birds nests and much more. If these aren’t rectified, the brand experience becomes memorable for all the wrong reasons. 

Signage has a direct correlation with sales 

67% of surveyed consumers have purchased products because a sign has caught their eye. Not only do signs help get your customers through the door and convert them once they’re inside, they also create a positive brand experience which keeps your brand top of mind and makes the consumer more likely to buy from you. 

A rebrand across signage and other brand assets will typically lead to a 10% bump in sales. The same is true when money is invested in maintaining signage - a bump in sales will typically occur after an investment is made in upgrading, cleaning or fixing signage. So the question remains, can you afford not to be investing in signage?