Brand the Business

When your business is the first one that comes to mind as a place to find a product or service, you have achieved what is called “top-of-mind awareness.”  Top-of-mind awareness is built and reinforced through repetition.

 

As mentioned, 85% of your customers live or work within a five-mile radius of your business.  When driving to and from work, school and shopping, they pass your location some 50 to 60 times a month.  Your sign should be designed so that it commands their attention every time they pass.

 

That’s how signs help build top-of-mind awareness and brand your business.  To further this effort, make sure your sign is included as part of your overall marketing strategy.

 

For example, a Volvo dealership in Portland, Oregon always includes in its radio ads its address, followed by the phrase “under the big blue Volvo sign.”  When people see the big blue Volvo sign they remember the commercial. 

 

Additionally, the name of your business, your logo, company colors, catch phrase, etc., should be consistent on your sign, your letterhead, business cards and print ads. 

 

All these coordinated efforts build recall and recognition and help brand your business in the mind of the consumer.

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