5 Branding Tips to Get More From Your Retail Signage
Many business owners and marketers view retail signage as tools for immediate sales, increased foot traffic and assured returns on investment. However, beyond its immediate sales impact, retail signage equally plays a key role in enhancing your brand image.
Drafting well-conceptualized signs can work wonders in attracting potential customers into your retail stores. Moreover, these signs, if consistently used, can gradually develop a strong and appealing brand for your business.
Intrigued about how retail signs can influence your brand? This article provides five uncomplicated but highly effective tactics you can use to extract maximum benefits from your store's retail signage.
Adopt A Consistent Color Scheme
Imagine the colors red and blue; what springs to mind? Majority of people would instantly think of Pepsi, due to their consistent use of these colors in their branding and advertising efforts. Similarly, branding strategies of Best Buy (yellow and black) and Target (red and white) have effectively hammered these color associations into consumers' minds.
Using the same color scheme consistently in your business's signage is a great strategy to turn your brand into a household name. The consistent use of certain color schemes will evoke an automatic association between those colors and your business or brand.
Mention Your Brand Name Regularly
Marketing isn't just about instant reactions; it’s equally about forging a lasting relationship. An important objective of most marketing tools, retail signage among them, is to make the company's name familiar and recognizable.
Using repetition to mention your business’s name — or your latest product's name — in your signage can enhance its familiarity among your intended consumers. If you're not regularly highlighting your brand or product names in your retail signage, then you may be missing out on a prime opportunity to distinguish your brand from others.
Maintain Consistency in Style
The 60s saw one of the most successful print ad campaigns in history, courtesy of Volkswagen and its ‘Think Small’ campaign. The result? The Volkswagen Beetle became one of the world’s best-selling cars in a little over a decade. Not only the content, but the stylistic consistency played a substantial part in the campaign’s success.
Consistency is crucial to branding. This principle rings particularly true when it comes to retail signage. Being consistent in the design and stylistic elements of your in-store and street signage can help you establish a recognizable brand.
Display Your Logo Prominently
How familiar is your target audience with your business? A tangible measure of your brand's growth is the extent to which your target customers recognize your logo, which indicates growing familiarity.
World-renowned logos like Apple’s bitten apple or Nike’s swoosh not only have great designs but are also consistently featured in their marketing materials. Giving your logo prominent exposure in your retail signage and marketing materials is another excellent strategy to enhance brand recognition and strengthen your bond with customers.
Articulate your Value Proposition
What value do you provide to your customers? Each successful business, from small local bakeries to large global corporations, has a precise statement that conveys its value to its customers, known as the value proposition.
If your business has a well-defined value proposition, it’s essential to incorporate it within your promotional signage. Condense your value proposition into one or two sentences that can be inserted into your signage.
Highlighting the value you bring to the table will differentiate your business from its competitors and attract your target audience. Over time, it will drive your brand strength, giving your customers a strong sense that your company can provide actual value through its products or services.