When people talk about a “business sign,” they often think of the literal letters and characters hanging over a storefront. But the truth is, your business’s signage speaks far more than the words that are on it. A business sign sends a message about the quality, professionalism, and trustworthiness of your business, before a customer even steps through your door.
A clean, well-maintained, and thoughtfully designed sign is an invitation. A broken, outdated, or poorly done sign can do just the opposite.
Here are some common issues with business signs and how they impact the perception of your brand:
Imagine you’re driving down a busy street, and a sign that used to be vibrant is now sun-bleached and barely readable. Faded colors on a sign make it seem old, worn, and outdated, regardless of how modern or high-quality the products and services inside might be. It can even send the message that the business is on it’s way out of business.
The Impact: Faded colors can signal a business that’s stagnating or cutting corners. It subtly suggests that the business either lacks funds for upkeep or doesn’t prioritize presenting itself well. Either way, it doesn’t inspire confidence that customers will find freshness and quality inside.
A sign cluttered with too much text, mismatched fonts, poor color choice, or confusing graphics can instantly overwhelm or turn off potential customers. Bad design isn’t just an eyesore – it sends a message that the business might not fully understand what appeals to its audience.
The Impact: A poorly designed sign can make a business appear amateurish or out of touch. It makes potential customers wonder if they’re dealing with a place that’s unpolished, inexperienced, or unsure of its own brand. When your design isn’t compelling, your products and services can get overlooked before they’re even considered.
In the absence of clear signage, potential customers might drive right by or struggle to locate your entrance. A hard-to-see or nonexistent sign can make your business feel like it’s hiding, unprepared, or disorganized.
The Impact: Poor or nonexistent signage can create frustration. A customer who can’t find you or has to circle the block just to locate your entrance is likely to feel dissatisfied before they even begin doing business with you. Hard-to-find businesses give the impression they’re either not ready to serve customers or aren’t fully established.
While vinyl banners or temporary signs can be useful for announcing a grand opening or special event, they’re not a permanent solution. Leaving up a “temporary” sign long-term suggests that the business might not have long-term plans or is unwilling to invest in its brand.
The Impact: Temporary signs give the impression of impermanence, instability, or a lack of commitment. Prospective customers may feel that a business with a temporary sign won’t be around for long or is still “testing the waters.”
An old promotion from months ago, or a tagline that’s no longer relevant, can make a sign feel stale and out of touch. Businesses change, but if the sign stays the same, it suggests that the business is stuck in the past, isn’t paying attention, or isn’t evolving with the needs of its customers.
The Impact: Outdated messaging on a sign can give a sense that a business isn’t keeping up with trends or adapting to new demands. In a competitive market, customers seek businesses that are fresh and responsive.
Few things scream “neglect” louder than a sign with burned-out lighting. Neon, backlit or otherwise lighted signs are popular for their high visibility, especially at night. However, when those lights are missing letters or lighting is burned out, it can leave an impression that’s more horror show than professional.
The Impact: Burned-out lighting give an instant impression of carelessness. It tells potential customers, “We don’t care about the details.” A business that can’t keep up with small maintenance may not inspire confidence about the bigger, behind-the-scenes aspects of its operations.
Your sign is one of your most important marketing tools. Remember, your business sign is working for you 24/7, more than any other advertising effort you likely make. It’s often the first impression you make on potential customers.
An effective, well-designed and maintained sign signals professionalism, stability, and pride in your brand. A quality sign shows customers you’re ready for their business and proud to serve them.
If you’ve been neglecting your signage, it’s time to re-evaluate—your business’s reputation depends on it!