Having a strong business model, sound sales or service methods, and excellent expertise is all integral as the primary functions of a successful business, but these may all be for naught if there is a lack of branding or signage. Signage is so vital to being a successful business because it allows you to market and advertise your products and services, and the business itself as a recognizable brand.
So, while practicing excellent business methods and being savvy with finances is certainly important, the signage should never be ignored. Being able to combine all of these functions to create a more effective way to entice customers or clients to do business with you. These are 7 reasons for why good signage is essential.
First and foremost, branding is the way that you can create a lasting image in people's minds about who you are, what you represent, and of course, what products/services you offer. In the digital age, branding is more important than ever, which is why signage can help bolster the intended purposes. Creating a recognizable persona is much easier to accomplish with visual advertising.
There is a lot of theory behind the impacts of signage and psychology. When you think of international, household brands like McDonald's, AT&T, or Mercedes, what do you see? You probably picture their branding, such as logos, but you also might not recognize the importance of the colors they use to achieve an emotional response. Red can elicit excitement or anger, blue is calm, purple is regal or royal. The point is, signage can take advantage of psychological reactions and the subconscious impact of color.
Instead of dishing out hundreds to thousands of physical and traditional marketing like bus ads, billboards, or other similar methods, you can simply make a name for yourself without breaking the bank. A good sign, or signage, should elicit feelings in people, with color theory in mind, the minute they see it. It can also cut your marketing budget significantly just by making your business look attractive with a good sign out front. Not to mention that the sign stays outside your business for as long as you leave it there.
Effective Communication Tool
In a similar way that branding works, the immediacy of signage is as effective as it can get when it comes to communicating your business. Having good signage just outside your business hinges on the visual value that it presents to potential customers. The folks at https://www.neonsignsdepot.com/neon-open-signs/ show how classic, simple sign types and effects can be used to draw the eye. These effects or types of signage can easily communicate a message that attracts someone to want to engage with your business and this is an important thing to consider when choosing the right signage for your business.
Reflection of Business Quality
The legibility, design, and visual impact of signage can be directly attributed to how people view your business' products. Branding is one thing, it helps you recognize a distinct style or image of a business, whether you agree their products or service is good is subjective. There is a correlation between how good the signage is and how many people believe that it reflects quality work. It is definitely judging a book by its cover, but in business, you need to bring in the customers first before you can care about that judgment, and appearing as if you and your business are of sound quality is more important.
Great signage can significantly improve your edge over other businesses and competitors if they are lacking in that area. When choosing between two businesses a customer or client is likely going to pick the one with the better-looking signage because this shows a level of professionalism that the other lacks. It is an incredibly valuable benefit of good signage to be a better-looking business in small ways as it conveys those feelings of trust you want customers to feel when they are mulling their options.
Lastly, there was mention of judging a book by its cover, which is evident in a few of the benefits here but impulse sales is especially relevant for business signage. Many people are inclined to purchase products based on how they perceive a business, just like how they believe the quality may be better, this can lead directly to conversion in potential customers to actual sales.
Marketing is important for so many reasons. It helps foster a sense of identity, known as branding, and helps inform people about a business before they even step foot into the building or storefront. Building trust, knowledge, and reputation can come down to how well the signage can express these functions of marketing which makes it such an essential part of any good business.
5 Min Read
Like so many millions across the globe, I deeply mourn the loss of one of our greatest real-life superheroes, Chadwick Boseman. To pay tribute and homage to him, my family rewatched his amazing performance in Black Panther. T'Challa was one of Boseman's most important roles both on and off the screen, as his portrayal of the heroic warrior and leader of the people of Wakanda inspired viewers of all ages.
Re-visiting the futuristic city of Wakanda on screen caused me to reflect on how Blacks in America once had our own version of Wakanda: Black Wall Street. Black Wall Street was the name given to the wealthy, thriving, Tulsa, Oklahoma neighborhood of Greenwood in the early 1900s. The nearly 40 square-block neighborhood had more than 300 businesses and over 1,000 homes, including several stately mansions. Like Wakanda, Black people in Greenwood built their own hospitals, schools, theaters, newspapers, churches, and everything needed for their community to flourish.
Tragically, he lost everything he built, as did the entire district of Greenwood, in the largest, government-sanctioned race massacre in U.S. history.
With only 42 years separating the moment Abraham Lincoln freed the slaves and Greenwood's founding, the amazing feat of Blacks building Black Wall Street is something that required supernatural acts of real-life superheroes the likes of which we see onscreen in Black Panther.
One of these real-life superheroes and leaders of Black Wall Street was my great-grandfather A.J. Smitherman, owner and editor of the Tulsa Star. The Tulsa Star was the first daily Black newspaper with national distribution and was a source for Black people to stay informed about issues affecting them throughout the US. A member of the first generation of Blacks born free in the late 1800s, Smitherman attended La Salle and Northwestern Universities. After receiving his law degree, A.J. began his career in community activism, politics, and the newspaper business.
A fearless leader in the Black community not just in Tulsa but throughout the nation, he dedicated his life to empowering his race in all categories of life in every way: morally, economically, physically, and politically. A.J. fiercely and courageously used his newspaper and the power of the press to end a myriad of corrupt operations and develop his community. As one of the most influential founding fathers of Black Wall Street, his contribution and investment in Greenwood was and is immeasurable. Tragically, he lost everything he built, as did the entire district of Greenwood, in the largest, government-sanctioned race massacre in U.S. history.
Unlike Wakanda—the fictional land hidden in the mountains of Africa, mostly invisible to the outside world and protected from foreign threats—Greenwood was exposed. Greenwood was not only visible, but the 11,000 residents and their luxurious lifestyle were a constant reminder to their poor white neighbors across the tracks that Black people had surpassed them in economic empowerment and success. Eventually, the jealousy, greed and contempt for the growing Black economic and political power ignited a horrendously evil act of domestic terrorism by white Tulsans.
A.J. fiercely and courageously used his newspaper and the power of the press to end a myriad of corrupt operations and develop his community.
On May 31st, 1921, thousands systematically looted and burned down Greenwood in a 36 hour-long massacre resulting in the murdering of over 300 Blacks. Thousands more were detained in concentration camps where they remained for months through the freezing Oklahoman winter.
In a recent interview, I was asked what goes through my head when I see the racial unrest taking place today and compare it to what was happening 100 years ago leading up to the Tulsa Massacre. The short answer is that I am incredibly sad. I'm sad for so many reasons. One of the things I am saddest about is knowing that my great-grandfather and great-grandmother sacrificed everything for the betterment and empowerment of their race. And after all of these years, the struggle continues.
I believe that now, more than ever, it is so important to maintain not only our hope but our faith.
A.J. Smitherman's writings in both the Tulsa Star, and thereafter in the Empire Star, a paper he founded later in New York, reveal a man full of hope and ambition to make a difference and contribute to his race and his country as part of the first generation of Blacks born free. He worked tirelessly to this end until the day he died in 1961. Tragically, A.J. died still a fugitive of the state of Oklahoma, having been unjustly indicted by a grand jury for inciting the massacre. This is another point of tremendous pain and grief for me and my family. It is a travesty that he never saw justice in his lifetime, and he furthermore never saw his dream of racial equality.
But perhaps what saddens me most is the fact that I truly believe that in his heart, he still had hope that America was on a path to find its way out of its dark past and into the light of a new dawn. He hoped that the nation would one day become a country where his descendants would no longer be subject to racial hatred, discrimination, and economic disenfranchisement. And I'm certain that he believed the days that Black people would fear being lynched would be long gone by now.
One of the things I am saddest about is knowing that my great-grandfather and great-grandmother sacrificed everything for the betterment and empowerment of their race. And after all of these years, the struggle continues.
I can feel A.J.'s blood in my veins, and I feel a responsibility to carry the torch of the light of hope. I believe that now, more than ever, it is so important to maintain not only our hope but our faith. I'm very grateful for the attention being brought to the legacy of Black Wall Street and A.J. Smitherman. Knowing their story of success and triumph and how it tragically turned to massacre and destruction is vital to insuring history doesn't continue to repeat itself 100 years later.
One thing I know for certain is that building a brighter future will require all of us to summon our own inner superhero, like A.J. Smitherman and Chadwick Boseman before us, and work together to continue to fight for our rights to life, liberty, and the pursuit of happiness.