WHAT WE DO
What IS a Sign?
When we tell people that we own TruSigns and we are a Sign Company, this first question we get asked is, “What kind of signs?” Maybe a better question, and what they may really be thinking about is, “What is a sign?”
In the space we work in, we like to think of a sign as a silent salesperson for your business working 24 hours a day, 365 days a year.
But a simple definition would be, something that helps you Make Your Mark.
- the post sign that tells your customers that you have an office in this strip mall
- the large illuminated channel letters on the outside of your building that tell your clients which building you are in
- the way finding signs that let others know you are on the 3rd floor
- the lettering on the window of your door that states your hours
But this also includes:
- the vehicle graphics that remind clients of your services and information
- the flags and banners that advertise specials and draw others’ attention your way
- the menu boards that help people decide what to order or list specific products you offer
Now don’t forget about the environment that you are creating
- a calm retreat at your spa inviting your customers in for rest and relaxation
- a professional services firm that has the sophistication to handle the difficult needs your clients may have
- a fun atmosphere for the children who come through your doors to get their hair cut or their teeth cleaned?
Ask yourself, what message am I trying to communicate, who am I trying to communicate to, what do I want them to feel, and how do I want them to respond. The answers to all those questions lie in the signage you choose to Make Your Mark.
Your Sign is Your Signature
Imagine your business as a work of art. One day you had an idea. You could see something in your mind. You began the process of starting your own business. Lots of research, figures, information, and lots of long hours. You started to see what the future could be. You started to see your creation coming to life.
Just like an artist who sees something wonderful in a blank canvas or a lump of clay, you saw what your business could be.
Think of the feeling an artist must have when he stands back to admire his work. He sees what has become of the blank canvas or the lump of clay, the symphony or the manuscript. He feels joyful and proud of what he has created. And to mark the moment, he signs his work. Now his work has value, because he has claimed it as his own. His signature is uniquely his, belonging only to his work, to his creations. So is your Sign. When you stand back to admire your business, your creation, feel proud and joyful. Then sign your name to it.
The Words We Use
Our goal is not just to deliver our message, but that we can do it in a creative way. While brevity of words may seem the way to go, it can leave the sign “sounding like a jerk.” We can even assume that the sign’s harsh tone may turn away clients; as in the example of “Absolutely No Credit Cards.” How many people might still stop in after they head to the ATM next door – that your sign so politely made them aware of, by the way? Just think of the impact of an “out of the box” way to say what so many signs already say. It will make you memorable to the client as they tell their friends, “I saw the coolest sign today.”
Five “Signs” It Might Be Time To Update Your Signage
We couldn’t resist the pun in the title. But seriously, is it time to update your signage? You may not think of it often, as you know that you have an excellent company that offers an exceptional product. The question is, do your clients know that? Or is your signage telling them something different?
Here are some indications that your signage needs to be updated:
- Fading and Peeling – Are letters and numbers peeling at the edges, or have they fallen off completely? Has the sign faded and is no longer legible? Signs made with high quality materials were meant to last a long time, but not forever. Extreme weather can take a toll on even the most durable signage.
- Inefficient or Missing Lighting – The cost savings and longevity of LED lighting make it a great choice for signage. If you have neon or fluorescent lighting (especially if it is not working), now may be a great time to switch to LED.
- Outdated Message – Does your signage still advertise in March the Valentine’s Day Sale you have going on? Does the lettering on your window indicate a service you no longer provide or hours you are no longer open? Or do you have new services that you are not yet advertising? Conflicting messages can be confusing to your customers and may cause them to choose someone else for the products and services you offer.
- Re-branding– If your company has re-branded, then all marketing materials need to be updated, including your signage, so that you can continue to build a strong, consistent identity. You spend time, effort and money creating your identity, so be sure to include your signage in your brand strategy.
- Outdated Style – All styles change and that includes sign style. It’s hard to convince your clients that you have the latest and greatest when your signage implies that your company is still working in the past.
Remember that your sign is the “face” of your company; it’s the first impression your clients get of you and what you have to offer them. Give it the thought that it needs to be able to drive the results you’re looking for.
Amazing Facts About Signs!
Ok, so amazing might be a strong word, especially to anyone not in the industry (and even some in the industry), but the fact (ha ha) remains that there are some interesting statistics that affect signage.
- Signs are a very inexpensive form of brand identity and advertising. An effective sign pays for itself many times over. Think of the cost of the sign over the lifetime of the sign.
- Your on premise sign is the only form of advertising that you own. It is a onetime purchase – that then works for you 24 hours a day, 365 days a year. Other forms of advertising incur ongoing weekly or monthly costs.
- On-premise signs attract 50% of new business customers – 35% of people would not know your business was there without a sign.
- Studies show that by simply adding to or changing your existing signage, revenue can increase by up to 15%.
- Up to 85% of your customers live within 5 miles of your business. That means they see your sign 50-60 times a month.
- Between 15-45% of people will stop on impulse to shop, get gas, and eat at a restaurant. Your sign could be a determining factor in that decision.
- Every year as many as 20% of the population relocates, meaning that each year you have a new group of customers to attract.
- Up to 35% of customers say they knew about a local business because they saw it while passing by compared to 10% through advertising.
With all that in mind, think of your sign as a capital investment, not an expense. Signs positively affect the profitability and financial health of your business for years.
Five Reasons Your Business Needs a Sign
Why does my business need a sign? Is it really that important?
Signs are a form of brand identity for your company and therefore a very effective yet inexpensive way to market your business. They are an investment in your company; a salesperson working for you 24 hours a day, 365 days a year. They affect decisions and drive business results.
5 Reasons Why
- Inexpensive Advertising
- First Impression
- Increase/Influence Buying Decisions
- Brand Identity
- New Customers/Mobile Society
Check out the following link for more information about each reasons why: Small Business Notes
Think about your current signage and how it is adding to (or taking away from) the business outcomes you are looking for.
Give TruSigns a call and tell us how we can serve you!
Phone: 763-515-2815 | 763-458-2378