What’s the goal of anything you invest in as it relates to your business? The goal is to make more money, of course. Sure, you probably have an emotional connection with your business, too. You’ve poured a lot of time and effort into it, so you have a personal stake in its success. But, at the end of the day, if a business isn’t making a lot of money, it’s hard to justify keeping. That’s where marketing comes in.
Your business lives and dies based on the quality of your product or service. There’s no question about that. The strength of a product or service alone, though, is rarely enough to keep a business afloat never mind growing. That’s because there are limits to outreach. You need to figure out a way to get customers to buy into brand on the whole. That’s where the money is these days. While it’s hard to compare to the world’s biggest brands, look at Apple. Do other companies make great devices? Certainly. But the lifestyle and assurance of quality that comes with Apple products ensures there will always be a market their new iPhone or MacBook. In your own way, you need to convince your customer base of the same thing about doing business with you. New customers are critical, but what’s really important is making sure those new customers remain loyal to your brand.
Sounds like a solid enough goal, but how do you do it? Well, your choice in signage can play a big role in that, believe it or not. Customers respond positively to custom lighted signs, monument signs, and other kinds of signage that show both careful thought and quality. If you thought signs were just there to look pretty and tell people where your store is, you’re vastly underestimating the value of quality signage. That’s why a good outdoor sign is such a great investment. Let’s take a look at how you can strengthen your brand to increase customer loyalty and keep them coming back.
What does your sign convey?
Your sign does a whole lot more than simply give the name of your business and mark your location. These things are obviously important. But, if that’s all they did, you wouldn’t essentially have an arms race of business owners investing more money into eye catching signs that make the competition look positively boring in comparison. That’s why custom lighted signs are so popular. Not only are they more visible at night when other signs may not be, they can be easily seen from the road by drivers which is key depending on where you’re located.
Proximity is everything. Most of your customers live within five miles of your store. You can also anticipate over a third of them knowing about your store solely because of the sign they saw out front while passing by. There’s the recognizability factor. Consider that Best Buy’s sign recognition is so strong that 17% of their multi-million-dollar business is made up of people coming into the store who didn’t even plan to. They just saw the sign and the brand registered with them. That’s because they are aware of the quality of goods or services Best Buy is known for and they felt compelled to go into the store even though they were planning to do something else.
Why is perception so important?
This leads us to the importance of perception when it comes to branding. A sign is a great way to reinforce what your brand is, but it can cut both ways. A high-quality sign gives the appearance of a high quality brand and people will give you a shot. A low-quality sign gives the appearance of being unprofessional and people are less likely to come into the store. According to a study put together by FedEx, 68% of consumers believe a sign reflects the quality of a store’s products and services. 50% of people say a bad sign would keep them from even entering the business. That means you could provide the best product within a two-hundred-mile radius, but if your sign looks thrown together, people aren’t going to come in and find out for themselves just how good you are. Perception is everything when it comes to business. But, if you give the appearance of being high quality? Those customers will keep coming back.
Solidifying your brand and expressing what it stands for in an effective way can feel like a puzzle sometimes. One big piece of that puzzle, though, is an eye-catching sign that communicates the level of quality your business represents. In order to do that, you need to partner with a company that can provide you with that signage at a good price. Contact us today. At Signdealz, we’re here to help you reach your signage goals.