It takes more than just a first impression to catch the attention of a potential customer. According to the renowned publication Successful Advertising by 19th century businessman Thomas Smith — in 1885 it took about 20 impressions to get your product noticed. It’s no secret that within today’s saturated markets, this figure is exponentially higher than when those words were originally penned 125 years ago. To Mr. Smith’s point — the message and perception your business projects will have the greatest influence on the opinion others formulate about your business. This outward impression is your brand.
Although brand management is a task that should be administered with the utmost attention, many businesses often glaze over this vital aspect of their marketing. The all-too-common pitfalls of neglecting your brand include inconsistencies in fonts, colors, size and space relationships from one media to the next. When brand consistency is disregarded your organization appears unprofessional and this may lead prospects to question your firm’s competency in its field.
To ensure brand consistency is maintained, a guideline document may be created to outline the acceptable parameters of what a brand is, and what a brand is not. This guideline document dictates fonts, colors, sizes, and where and how branding is to be used. These guidelines provide a clear path to keeping your messaging consistent.
The nature of signage requires particular attention. The first step to getting your brand back on track is having a Signvertising® specialist conduct a brand audit of your signage. With a brand audit our Signvertising® specialist will review your existing signs, make note of any inconsistencies and then move forward with implementing your defined brand guidelines through your new and/or existing signage. When you come back for future signs we will already have the information on record to ensure you maintain brand consistency.
Here’s a short list of some of the Signvertising®-Approved products that would be included in your brand audit:
Building Identification Signs – Does your existing street side sign represent your brand?
Custom Wall Graphics – Turn mundane walls into branded works of art will create a unique and pleasing work environment.
Customized ADA Signs – By adding colors and logos to your existing ADA signage you become compliant and stylish!
Branded Reception & Office Signage – Easily direct clients to their destination while creating lasting impressions.
It’s important that with every impression your marketing efforts project your brand’s core message. A higher level of consistency in the messaging will lead to a greater opportunity for retention. Signvertising® works to maintain a consistent and professional image of your brand through the effective use of signs. Contact Signs By Tomorrow of Chandler today to help make your branding initiatives painless.
Contact us by calling 480-899-7711 and set up a time to meet and discuss how to most effectively use signs as part of your advertising. You can also review a complete photo gallery of signs at www.SignsByTomorrow.com/Chandler.
Danna Brand