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At any commercial property, new businesses, established business, and businesses that want to stand out from their competition need to have good signage.

In fact, good quality signage can have a great impact, creating a strong visual brand, no matter what stage of your business you’re in. Here are three ways a good sign makes all the difference.

  1. Branding and visibility

Customers are more likely to buy from a business they’ve heard of than one they haven’t heard of (or seen). Prominent, eye-catching signage at commercial properties exposes your business to people who, over time, may become customers, and it helps you build a strong brand.

  1. Differentiation

Your signage can help to differentiate you from the competition and build a truly unique brand. The more distinctive your sign, the more your business will stand out in the eyes of your potential customers and, as long as your signage reinforces your unique differences, it can act as a virtual salesperson 24 hours a day, seven days a week.

  1. Functionality

Your signage also has a functional role to play, directing people to your business and merchandise, as well as informing them (when you have a sale or promotion, for example). This can help you raise awareness of your marketing activities and improve your customers’ experience.

The benefits of signage over other forms of marketing

If you’re not sure whether you should invest in professional signage for your business, or update your existing signage, here are a few benefits that great signage can bring when compared to other forms of marketing.

Signage is cost-effective marketing

While there may be an initial outlay, once your signage has been created, there are no further costs. This is the opposite of many other forms of marketing, which require ongoing maintenance and updating. When you consider the number of people who will see your sign, compared to other types of advertising, the level of exposure – compared to the cost – makes it an extremely worthwhile investment.

Signs work 24 hours a day, seven days a week, 365 days a year

Unlike advertising or other marketing promotions, which usually runs for a limited period of time, your business signage will be up and visible continuously, day and night.

Signs give potential customers continued exposure to your brand

When they first see your signs, your potential customers might not be ready to buy your products or services. But long-term exposure, as prospects walk or drive past your signs or commercial property, can mean that, once they are ready to buy, they are more likely to think about you, or recommend you to their friends and colleagues.

Don’t underestimate the importance of prominent, clear signage. Great signs can help you build your brand, direct customers to your business, and highlight your brand to potential new customers.

 

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