Wondering what forms a customer’s first impression before they even walk into your store?
Hint: it’s not your website. Or social media page.
It’s the signs for business they pass by every day.
Signage is one of the most powerful (and underrated) tools your new business has to create a positive first impression.
Done right, signage can make or break whether people trust your business, step inside, or keep driving.
Here’s what you’ll learn:
- Why Signs for Business Are More Important Than Most Owners Realize
- How Signage Changes How Customers Feel About Your Business
- 5 Types of Signs Every Business Needs
- How To Nail Signs for Your Business From Day One
Why Signs for Business Are More Important Than Most Owners Realize
Take a moment and consider…
Every day, thousands of potential customers drive past your business. They haven’t heard your brand name yet. They don’t know who owns the business. All they have to go off is what you put in front of your store.
Signage.
Store signs provide the first introduction to your business. And like any introduction, it sets the tone for what’s to come. Professional business signs tell people you’re legitimate.
Cheap, tacky signs say the opposite.
Studies show that nearly 76% of Americans will go into a business they’ve never been to before just because of its signage. That’s how important signs are to attracting potential customers.
Interior signs for business matter, too. From helpful wayfinding signs to branded menu boards, every detail you include sets the tone for your business. When every sign within your store is polished and well thought out… Customers take notice.
The point is: if your business invests in high-quality signs from day one, you’re already winning.
How Signage Changes How Customers Feel About Your Business
Here’s a hard truth most new business owners don’t want to face…
Your customers are judging your business by its signage before they ever experience your product, service, or team. Sound unfair? Signage makes them feel that way.
Business signs matter because they create instant credibility.
Here’s why:
When someone drives or walks by your store, their brain instantly decides if they like your sign or not. If it’s tidy and professional looking, they assume your business is the same. Dirty looking signs with faded letters tell your customer’s brain your business isn’t worth stopping.
Customers aren’t the only ones that feel this way. In fact, statistics show that nearly 79% of people surveyed believe the quality of signage matches the quality of the business and product. That means 8 out of 10 people are allowing signs to form their first impression.
Ouch.
But here’s the crazy part. Not only do good signs make your business seem more trustworthy. Bad signs drive customers away. The same study found that 66% of participants were less inclined to visit a business because of poor signage.
You can’t afford to be that business.
Signage sets the mood for your entire brand. If you want customers to feel confident and excited about visiting your new business… Invest in quality signs from the start.
5 Types of Signs Every Business Needs
Not every sign is created equal. Your customers will encounter many different signs throughout their buying journey. Here are five types of signs every business should have.
Exterior Signs
This should come as no surprise. Your business’ exterior sign will make or break whether people choose to come into your store. It should be large, visible, and clearly tell your potential customers what you offer. A great exterior sign catches people’s attention and invites them inside to learn more.
Directional Signs
There’s nothing worse than walking into a business and not knowing where to go. Directional signs help customers navigate your store and find what they need quickly. Think of them as the yellow signposts that guide your customers journey through your store.
Branding Signs
Wall displays and custom logo signage help build your brand identity once customers walk inside. These signs don’t have a direct marketing message, but help your business feel established and professional.
Safety Signs
Ah yes, the signs we all need but never really think about. Fire exits, restroom signs, and safety notices are required by law for most businesses. While they aren’t for marketing, customers do take notice when businesses properly display their safety signs.
Promotional Signs
Menu boards, window displays, and retail stands are just a few examples of promotional signs. These pieces of signage allow you to showcase new products and current sales.
Building a strong signage plan means making sure your strategy touches customers at multiple points. Each sign you choose should look like part of a bigger branding strategy.
How To Nail Signs for Your Business From Day One
Ready to get started? Making a statement with your business signage is easier than you think. Just follow these tips and you’re on your way.
Stick with one consistent theme. Use the same fonts, colours, and logo designs across all signs. Creating a consistent look allows customers to recognize your business easily.
Don’t cheap out. Inexpensive signs lose colour and fade fast. It may be tempting to save money in the beginning. But your brand will look a thousand times better by spending a little more.
Simple is better. When it comes to signs, less is more. Make sure your customers can read your message at a quick glance. Don’t clutter your signs up with oversized images and packing text.
Make it visible at night. What good is a sign if it can’t be seen after dark? Make sure all your signs are properly lit with outdoor or indoor lighting.
Maintain your signs. Even the nicest signs can lose their luster if they’re not cleaned regularly. Make sure to wash down signs and replace any damaged boards as soon as possible.
Wrapping Things Up
You now know why professional signage is so important for your new business. Good signs instantly make your brand look trustworthy while bad signs tell customers to stay away.
Before you open your doors remember:
- Signs are how most customers form their first impression of your business.
- 79% of customers say signage influences how they feel about a business.
- There are 5 different types of signs every business should have.
- Brand consistency is key to nailing your signage strategy.
- Poorly maintained signs can damage customer’s perceptions.
If you want your business to leave a memorable first impression… Don’t skimp on signage.
