When it comes to business promotion, you need to rely on various marketing materials and channels to build brand awareness. One of the most reliable options is signage. Whether it’s on the side of the building, wrapped around a company vehicle, or posted at the entrance, a high-quality sign can help build trust and establish confidence in your brand.
But, how can you make sure that you’re getting the best signs for your business? Well, let’s walk through the different steps it takes to go from an idea to reality.
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Step One: Determine the Sign’s Purpose
The first thing you need to know about your sign is its purpose. Why do you want a sign at all? Some potential reasons can be:
- Business Signage – You can use mounted signs (i.e., monument or pylon models) to establish your business at a specific location. These signs help visitors find your store, and it makes your company look much more official.
- Marketing Signs – Banners, window signs, and vehicle wraps work well for various marketing purposes. For example, perhaps you’re having a big sale and want to advertise with a massive banner. Or maybe you need to let customers know that you’re offering a specific seasonal product. Marketing signs are the most versatile because you can create them for a particular goal. In some cases, you can reuse signs to get more mileage out of them.
- Vehicle Wraps – There are two reasons to wrap a company vehicle. First, to promote your brand, and second, to ensure that customers know what to expect. For example, if your workers make house calls or visits, you don’t want them to show up in an unmarked personal vehicle. Vinyl graphics and wraps can make your company look professional and ensure a better customer experience.
Step Two: Create a Design
If you’re not a graphic designer, you can work with a design firm to develop your new signage. Regardless of the route you take, keep these elements in mind when creating a final image:
- Keep it Simple – Signs are meant to convey as much information as quickly as possible. So, it’s crucial to know what you want your reader to know upfront. Do you want them to know your business name? What about a website to visit? Keep your goals as simple as possible so that you know what to focus on the most.
- Consider the Size – How big should your sign be? Not only do you have to think about the dimensions of the sign itself but the lettering and graphics on it as well. Be sure that the words are large enough to be visible from a distance without getting too cluttered. It’s also best to use sans serif fonts so that they’re easier to read.
- Use Contrasting Colors – Make sure that the information stands out well. If the lettering looks too much like the background, it will make the sign harder to read.
Step Three: Choose a Sign Type
As we mentioned, there are different reasons for getting business signage. Your objective will help determine the type of sign you buy. Here’s a quick rundown of the various options available.
- Pylon – These signs work well to alert drivers and passers-by that your business is nearby. Usually, pylon signs will have multiple companies listed, such as for a strip mall or business park. You can also buy and install a new pylon sign for your building itself, but doing so will be more expensive.
- Monument – If you know that you’re not going to move from your location anytime soon, you can invest in a stone sign. This option helps establish confidence and trust and will elevate your brand accordingly.
- Banner – Canvas banners are more affordable, and you can buy them in virtually any size you want. This signage works well for temporary events and notifications, such as sales or grand openings.
- Window Graphic – If your storefront has large windows, you want to capitalize on that real estate. You can have rotating signs (i.e., seasonal decor) or promotional materials that will stay up for years.
- Building Sign – The simplest signage is one that puts your company’s name on the side of a building. Depending on the size, this sign can also make your storefront a landmark. Think of old neon signs that run along the corner of a building. If your brand gets well-known enough, the sign can be a marketing tool by itself.
- Vehicle Wrap – You can use vinyl wraps as a mobile billboard or mark company vehicles for house calls and site visits.
Step Four: Find a Local, Full-Service Business
Once you know the kind of custom commercial signs you need and have a quality design, you need to work with a full-service business that can cater to your specific goals. Local sign makers will be able to accommodate multiple options and will work with you to ensure that you get the best results. Ordering signs online can be a bit of a gamble, especially if it doesn’t turn out the way you envisioned.
Step Five: Get a Proof Made
The other benefit of working with a local sign-making company is that they can offer proofs before you finalize the design. A proof can either be a mockup of the sign on a photograph or a small print of the design. Proofs are valuable because they allow you to make adjustments if necessary, before committing to the final product. For example, you may notice that specific material is too glossy or that the color looks much different than it does on the computer. This way, you can correct the issue and not waste money.
