How to Create a Sign and Graphics Plan for Your Business

by Jayme Nelson

Whether your business is well-established or just getting started, signs and graphics are a key component to building your brand and creating a quality customer experience. Do you have a sign plan already in place? A well-constructed, eye-catching sign helps your business stand out among competitors and bring in new business. A sign and graphics strategy should be integrated into every savvy marketing business plan.

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Why Does Your Business Need Signs?

“Don’t judge a book by its cover” is not an adage you should consider when designing a business signage plan. A sign may very well be the first contact a prospect has with your brand, so make sure it's a good one. Other reasons your business should develop a strategic signage plan to increase sales and brand loyalty:

  • Signs are one of the most cost-effective forms of advertising

  • A sign introduces you to those passing by, who might not know your business

  • Signs work 24/7 to advertise for your organization

  • Wayfinding signage will help people locate your business among competition

  • Signs incorporating your logo create brand recognition

How to Devise an Effective Signage Plan

Put your plan into writing and commit to reviewing it quarterly to measure performance. Determine metrics to monitor and measure your plan. Secondly, create a budget for both interior and exterior signage and think about consulting with a professional sign and graphics team on the best strategy. Different businesses have different signage needs and a detailed graphic design plan will help you narrow which direction to choose. Think about what you are trying to accomplish and what messages you want to communicate, and then determine the type of signage you need. Plan for the experience you want your customers to have in your store, patients to have in your facility or visitors to have in your office. From there, you can communicate it using impactful and creative signs and visual graphics. While a construction company should create a plan including wayfinding and safety signage, a small boutique may incorporate colorful point of purchase signs in its strategy.

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Common signs businesses need:

Consider the Details and the Budget

Create a budget for your exterior signs and graphics as you do for advertising. Signs and graphics should be taken into account as a percentage of your overall marketing budget. You can achieve a lot from your visual communications for a small investment. Don’t forget about the impact of having graphics on your delivery vehicle or the importance of ensuring that your pylon sign is in good shape (lights are working, graphics not faded, etc.).

Truck wrap by FASTSIGNS

Before putting up any outdoor signs and graphics, consider details like permits and maintenance. Check with your city’s guidelines for signage and consult with a local sign expert. After obtaining any necessary permits, evaluate what types of resources you have or need for signage creation. Consider the costs you will accrue while implementing, maintaining and updating your signage. By working with a professional, you can determine the most cost-effective way to accomplish your goals.

Make Your Signs and Graphics Memorable

Effective signage and advertising help people notice and remember your brand or organization, even if they weren’t looking for it. How well a sign does for your business depends largely on how easy it is for people walking or driving by to see and read it. The most memorable signs provide information, catch attention, and properly use color and content to portray their business. Additional tips:

  • Don’t be afraid to think outside the box

  • Be bold in color, context and installation

  • Consider optimum lighting and visibility

  • Go digital with kiosks, LED signs and digital menu boards and more

Digital displays by FASTSIGNS

Common Signage Mistakes

The goal is to create functional, beautiful and effective signage. Avoid these common mistakes that can hurt your signage strategy.

  • Rushing into the design and implementation phases for signage without carefully planning ahead

  • Including too much or too little information

  • Using designs, colors or fonts that don’t fit your brand, product or service

  • Attempting to blend into a surrounding environment

  • Underspending or using cheap materials that won’t withstand time or environment

With a well-planned signage design strategy, your business should be able to create striking, informative and lasting signs that accurately represent your brand and its mission. Effective signage for your business is an investment and the long-term value can pay returns for years to come. Work with a professional to ensure your unique goals are achieved. You need more than just a sign company; you need people with visual ideas who understand your business, and FASTSIGNS® is more than ready to help.