Business Signs Affect Client Perception
It's not too much to worry about to consider the quality of the business signage in front of your office building
. If your business sign is hanging by a thread, you could be broadcasting to potential prospects that your business is in the same state of ruin. The business sign is indicative of the business. What do you think of General Electric when one of their letters is blown out? That may be an extreme and funny example, but I've seen it and the first thought was "are you kidding?". Give a prospect the choice between two doors, one of which has a shabby sign, and he'll pick the other door.Your sign may be the most important way you advertise and is definitely the last place you want to skimp on quality to save a few dollars. You might be investing some of your marketing budget in a myriad of ways that you think are profitable and investing a fair bit of money in an effort to create a positive company image. As effective as advertising can be and as good as ads in the print publications migh work, your sign can do more to affect your business than any other form of advertising. The state of your business signage speaks volumes to any prospect. No matter what you say or how much you promise to deliver your customer knows that if you can't take care of the sign you probably won't take care of him either.
Think about some of the signs you've seen. The most effective signs are sharply colored and lettered to perfection. The message conveyed is that this company is proud of what it does and who it is. The bold statement is that it can perform what it claims. You discover yourself believing the professional and positive traits of this company on this basis alone.
So consider the signage that is old, weathered, ratty or designed. A paint job that needs to be touched up or given a complete facelift speaks volumes about the lack of importance the business puts on its image. The company might be a dynamite producer of results but it won't get far with a sign that appears to claim otherwise.
Your sign describes who you are as a business. Make sure it says what you want it to say by keeping it clean, maintained and professional. Your clients will pick up the ball from there.
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