If you own your own business, you know the importance of signage. Without realizing it at first, it was probably one of the initial things you thought about after the visual of your business name popped into your head.
Signs not only state the name of your business, but they also reflect your brand and professionalism too. Their ultimate purpose is to draw people to your store or office and to help direct customers and clients to your location. At Legacy Signs of Texas, we know that signage represents a significant investment for any business (big or small), and that’s why we want to emphasize the equally important process of sign maintenance and repair.
What Does Signage Say
We heard a statistic the other day that said 85% of a company’s customers live within a five-mile radius of that business. So let’s say there are two businesses offering very similar products and/or services in a similar location.
This business has a brightly lit sign mounted above their storefront with fresh-looking, colorful lettering. The vinyl signage on their door is crisp, and you can clearly see operating hours, a website, and a phone number. You look in the window and see another welcoming sign above their reception area.
This business has a sign above their door with at least three bulbs burned out, and the second half is flickering. The lettering for the entire sign is weathered and cracked. They also might be missing a very important “S” letter. Or is it a “T”? The vinyl signage on their main door states that they should be open right now, but they are clearly closed. You look in the window and see a sign above the checkout counter that has a different name, and you are a little confused.
What store is more likely to attract a new customer? What store reflects that it promotes more care and concern with their appearance? What store is more likely to instill trust and confidence in the products and/or services it provides? All of these questions relate back to signage advertising. And though you might think business #1 vs. #2 is an extreme comparison, this is a very real thing that businesses and customers deal with every day (and you’re probably thinking of a few examples in your own town right now).
Humans are extremely visual creatures, and Marketing 101 (and loads of consumer data reports) tells us that if the signage of a store looks clean, bright, and inviting, customers are going to be (1) more likely to visit the store and (2) more likely to trust the business. Signage is a customer’s first impression of a business, but it also gives a general impression of the business as a whole — regardless of whether this is a brand new customer or someone who has visited before. Signage reflects a business’s well-being, status, and priorities as well. If a business owner is not concerned with fixing a burnt-out bulb or replacing a weather-worn sign, what does that say to the customer? What does that tell the customer about the products and services offered? Even if the products and services are top-notch, that’s not what a broken, malfunctioning, or old-looking sign conveys.
It is worth noting that this does not only apply to outdoor signage but inside signage as well. We understand how time-demanding running a business is, but we also understand how much time and money businesses put into marketing. Signage is a huge part of marketing that cannot be understated. A business’s signs should reflect confidence and quality, not skepticism and disrepair. Many business owners do not realize how easy it is to fix their visual branding messaging through simple signage updates and repairs.
Signage Repair, Replacement, and Maintenance
Outdoor signs are typically made with strong, durable materials and may have an electrical lighting component so customers can see branding clearly at any time of the day. However, anything exposed to the outside elements wears out over time, and anything with an electrical component is bound to need a replacement. We also know that businesses change. They might change branding, names, or important information like phone numbers, websites, or operating days/times.
Common issues with signs that can be addressed include but are not limited to:
- Fading colors
- Outdated business information
- Branding changes
- Burned-out bulbs
- Flickering lights
- Light shortages
- Inconsistent lighting of letters
- Dislodged letters
- Displaced or hanging letter
If your business is experiencing one of these issues (or even all of these issues), that’s why we’re here!
Your Signage Should Maximize Your Business
At the end of the day, there is no need for your business to be affected negatively because your signage needs a little fixing.
At Legacy Signs of Texas, we want to make sure your storefront and/or office signage is in top-notch shape so that customers feel confident coming through your doors. Please contact us for a free consultation (and we offer a free initial quote on a new sign, repair, or replacement).