Contact US
ye olde lolly pop shop sign
Written by Daniel Lummis

The Importance of Signwriting to a Business

When it comes to brand management, one of the key elements you should consider is signage. Using signage allows you to communicate with your target audience in a way that’s unique to your company and brand image. This can be achieved by hiring a professional sign writing company that can create attractive signs for your business. Signs are not only for displaying particular information to your customers, but they can function as a visual and inanimate salesperson for your business. There are a lot of benefits in utilising signage which we’ll go over in this article in further detail.


  1. Convey your brand’s message more effectively

According to Australia’s leading signage and wayfinding consultancy, signages represent a brand’s most visible form of communication. Outdoor signage and window graphics can influence how a brick-and-mortar store can capture the attention of their customers.

Signs do more than just relay info as customers make assumptions of a business according to the quality and attractiveness of these materials. This assumption translates directly to how customers perceive the quality of your brand’s products/services.

When outdoor signages are complemented with wayfinding design, it allows you to maximise brand exposure. This, in turn, provides greater opportunities for acquiring new customers and repeat business. Similarly, poor or low-quality signage can deter customers from conducting business with your brand.


  1.   Provides a competitive edge

One of the main challenges of any business is how to make their brand stand out amongst its competitors. Oftentimes signage can be the differentiating factor however, between people choosing your brand over anyone else. A creative and unique storefront sign can draw attention from a distance and have customers walking into your store.

Partner that with a perfectly well-thought-of location and you’ll most likely gain a competitive advantage over your competitors. Your outdoor and wayfinding signage should be in a high traffic location closest to your business. Onsite signage will provide the added benefit of allowing people to discover your brand’s physical presence much easier.


  1. It’s a cost-effective marketing tool

With the rise of online marketing tools, signages are often left as an afterthought. In reality, signages are still a meaningful way to market your business and it’s a cost-effective one at that. When paired with both traditional and online marketing, signages can become an essential component of your brand’s marketing strategy. In fact, both small and enterprising businesses benefit from using signs as a marketing tool to maximise their audience reach.

Sure, there are other tried and true methods such as billboards and newspaper advertisements. but these promotional strategies do not have the same longevity as signs. Signage can be an exterior ongoing marketing campaign visible 24 hours a day, 365 days a year.

Consistency is essential when using signs as a marketing tool to creatively communicate your promotional campaigns. Promote a narrative with your signage by using the same fonts, colours, and themes consistently.

This will help your brand become more recognizable. It will also allow customers to start a relationship with your business. This, in turn, also increases brand loyalty.


  1. Increases sale opportunities

Well-designed, quality signage can generate unplanned impulse stops. In fact, the U.S. Small Business Administration estimates that between 20 to 45 percent of business sales come from impulse sales.

This is why signage should be placed in the right locations. The checkout counter, for example, can direct customers and inspire additional purchases. Digital signage solutions offer dynamic messages that can attract more in-store sales.


  1. Builds brand awareness

The greater the recognition your brand has, the easier it is for your brand to affect perceptions and attitudes. This encourages a feeling of connectedness with your audience. In the end, this results in repeat purchases and a greater market share.

Signage is a critical component in driving brand recognition. Coca-Cola and Starbucks are two examples of brands that use signage to its full potential.

To fully capitalize on signage, you must create a narrative that illustrates your company values. This narrative should be exemplified in your company branding and signage. This allows customers to make connections with your brand long before they’ve entered your retail store.


All signs point to success

Signage is a versatile business tool that can serve a myriad of purposes. Signage can serve as a visual solution to numerous business problems such as wayfinding, sales, brand recognition, and competitive advantage.

By working with the right signage and wayfinding design consultancy, and employing the right branding elements and narrative, signage can act as a visual symbol to drive greater attention to your business.


First Name*
Last Name*
Work Phone
Mobile Phone*
Verification Code