When expertly designed and crafted, outdoor business signage not only sets a great first impression, but can attract new customers to your business too. We like to think of exterior signs as an extension of your brand, with many benefits. And that doesn’t matter what industry you’re working in.
But all too often, we see tired looking signage, or arguably worse, no signage at all, leaving businesses to miss out on all-important local advertising opportunities.
So here’s the lowdown on all things outdoor signs, and why you shouldn’t neglect them.
What is outdoor signage?
There are lots of different types of outdoor business signs, and each has its own role to play. We generally break them down into four main categories; awareness, promotional, directional, and instructional.
Find out a little more about each one below…
Awareness
The main fascia sign is arguably one of the most crucial types of outdoor signage as it helps people understand where you are and more importantly, who you are. Every business should have this kind of sign at the very least.
Large-scale totem signs are another type of outdoor sign, and they support your main fascia sign by catching the attention of those driving, cycling or walking past on nearby roads. This is particularly important if you have a larger premises, or your building is set back from the road, like supermarkets, retail units, warehouses, petrol stations, car dealerships, and more.
If your business is located right next to a road, then another great investment is a projecting sign. This ensures that you’re seen from every angle, and are a popular option for pubs, restaurants, retail units, and more.
Promotional
The next category of outdoor signs are those that are used for promotional purposes. These are also known as ‘promotional street furniture’ and include things like banners, flags, pavement signs, and more.
Promotional signage is generally more of a short-term solution, which are generally quite cost-effective. This means they can be refreshed on a regular basis in line with your business objectives.
The retail and hospitality industry often use this kind of signage to promote their product offering and latest offers. Schools boast their latest Ofsted result, while colleges and universities display their popular courses. Other businesses, particularly those who employ lots of local workers, may use them to support their recruitment messaging.
Whatever the sector, you shouldn’t overlook the power of promotional outdoor signage.
Directional
Have you ever found yourself driving around a business park, wondering where you can park, only to get out and struggle to find the entrance for visitors?
Yes, us too. It’s not a great experience, and is completely avoidable with well thought out directional signage.
There are so many different styles you can achieve with directional signage, and a wide range of products and systems that can be used to create a system that perfectly suits your brand and budget. These include post and panel signs, finger post signs, plaques, monument signs and totems, and so much more.
Instructional
Finally, you have instructional signs. These are things like parking signs, health and safety signs, and general housekeeping signs.
While off-the-shelf signs may suffice for many businesses, others prefer them to match their house style for consistent signage across the site. Similar to directional signs, these signs can be plaques, post and panel signs, notice boards, and more.
Here's Why You Shouldn’t Forget About Outdoor Signs
So now that we’ve explored the most popular types of exterior signs used by businesses, we’ll start to look at their importance and the reasons why you shouldn’t neglect them.
1. Make a great first impression
41% of consumers have made judgments about the quality of a business based on the quality of its signs.
The outside of your business is the first thing your customers, visitors and employees will see. How do you want them to feel when they approach your business? What do you want them to think about your business before they venture inside?
It’s easy to make a great first impression with great quality signage that looks professional and reflects your branding. It’s not so easy to change someone's initial perception.
2. Attract new customers
Effective outdoor signage can attract new customers into your business. This is particularly important in the retail, hospitality and leisure sector.
A well-designed shop sign, combined with some perfectly positioned promotional street furniture can lure people in. Street furniture, such as a-boards, banners, and flags, can be used to communicate things like your product offerings, latest campaigns and special deals.
3. Brand awareness
Repeat exposure to your exterior signage when walking or driving past, increases brand recognition and recall. So when they’re in the market to buy what you sell, your brand will be front of mind.
Traditional bricks and mortar businesses that rely on footfall will benefit greatly from the increased exposure and visibility gained through excellent outdoor signage. In fact, many people will discover your business simply by walking past.
And brand awareness is key to all businesses, whatever sector you’re in. In fact, it’s the main reason why well-known brands invest in large illuminated signs on the side of their distribution centres, if they back onto major roads.
Just around the Northampton and Milton Keynes area, we have Amazon, Hotel Chocolat, Travis Perkins, and many more brands taking advantage of their location with outdoor signage.
4. Help your visitors navigate with ease
As we’ve already mentioned, outdoor signage isn’t always about brand awareness. It’s also about helping your visitors get to where they need to go.
University and school signs are a great example of this. They need an effective directory system to help students find their classrooms, and guide visitors to the reception area. The same is true for other multi-building sites, such as warehousing and distribution, offices, and even sports and event spaces.
5. Cost-effective marketing tool
Make your premises work harder for you with cohesive and well thought out signage.
Invest in the best long-term signage you can afford that will demand the attention of passers-by.
Combine this with a collection of short-term promotional signage, such as banners and pavements signs, that will spark interest and tempt customers in.
Speak to our team today
Looking for outdoor business signage?
If you’re looking to for outdoor business signage, then speak to our friendly team today.