Your company’s signage serves as a silent marketing ambassador and brand representative, so it is critical that the branding and design are consistent throughout. It also functions to communicate your value proposition and entice customers or clients to do business with you. For more information about business signage visit While a solid business model, excellent sales or service methods, and savvy financial practices are vital as primary functions of a successful business, without a strong brand image, it may all be for naught.

Signage is one of the most affordable forms of marketing available for a small business, especially when considering its return on investment. The cost-per-thousand, a common method of measuring the cost of reaching a thousand potential customers, is much lower for signage than other types of advertising. Furthermore, it can serve as a marketing tool around the clock, unlike other advertising media that must be updated to keep up with changes and new promotions.

A well-designed sign conveys your branding elements, caption, and more to create a clear and memorable impression of your brand to potential customers. Choosing the correct font style, color and size to match your brand’s guidelines is crucial as well. Using a designer to ensure that the sign portrays your brand’s personality and message will add to its effectiveness.

Business signs communicate a variety of information to the customer, including contact details, location and services offered. Signage should be designed to be easily processed by the customer, which means keeping it simple with short and clear messages. In addition, it is important to avoid the “cognitive overload” effect where customers receive too much information on a sign and cannot process it effectively.

In addition to communicating your brand’s message, signage can also help you generate impulse sales. According to a FedEx survey, 76% of consumers say they enter shops they have never visited before based on the strength of the business’s signage. Additionally, signage can be used to promote add-on products or exclusive offers that are ending soon to drive customers/passers-by into the store.

Moreover, it is possible to upgrade your signage with customizable options, such as electronic message centers (EMCs), which allow you to display different messages to passers-by on your digital screens. This allows you to update your message quickly to reflect any changes to your promotions or products, which adds to the ease of use for your customers and builds brand loyalty. Lastly, well-designed signage is one of the most cost-effective marketing tools for a small business and will remain effective long after other types of marketing media have lost their impact. So, consider upgrading your company’s signage to improve its effectiveness and gain a competitive advantage. Your business’s reputation depends on it.