How Business Signage Gives You a Competitive Edge

Last Updated: 

October 18, 2023

Many factors go into running a business, especially one with a physical store. One thing that you may have yet to pay particular attention to would be the signs around your business or your business signage.

By making the most out of your business signage, you can reap several benefits for your business, which we will be covering in this article right now.

In-n-Out Burger Sign
Photo by Kevin Lanceplaine on Unsplash

Key Takeaways on The Advantages of Having Business Signage

  1. First Impressions Matter: Business signage plays a crucial role in creating a positive first impression on potential customers, conveying professionalism, and capturing attention.
  2. Enhancing Brand Visibility: Business signage reinforces your brand message by providing constant exposure and making your brand more recognisable and memorable to consumers.
  3. Directing and Informing Customers: Well-placed business signage helps customers locate your business easily, filters out irrelevant foot traffic, and communicates what your business offers.
  4. Cost-Effective Marketing Tool: Business signage is a cost-effective way to build brand familiarity and recognition, as it remains in place once installed.
  5. Improving Overall Customer Experience: Signage can provide essential information to customers, such as operating hours and contact details, enhancing their experience and making interactions with your business easier.
  6. Increasing Sales Opportunities: Business signage can drive sales by directing attention to specific products, new items, or promotions, especially in areas with low foot traffic.
  7. Reaching the Right Audience: Clear signage, showcasing best-selling products or targeted messaging, can guide your ideal customers toward making a purchase.
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First impressions matter

First impressions can be why customers want to enter your business, even if they don’t know what you do or offer. The initial impression and judgement that potential customers have of your business, regardless of its accuracy, will significantly influence their decision to engage with you.

This opportunity is where business signage is vital in creating a positive first impression.

Business signage can serve as the initial face of your brand, communicating your professionalism and credibility to passersby. If you design and place the sign strategically, it can capture attention and give your business the right traffic and engagement from potential customers.

An eye-catching sign can make you feel like a more legitimate business in the eyes of potential customers, especially if you’re a brick-and-mortar small business.

It acts as a silent salesperson, enticing customers to explore your offer. A memorable sign can also create word-of-mouth marketing, as satisfied customers share their positive experiences with others.

To improve your first impression on customers through business signage, ensure that it reflects your brand’s personality and aligns with its values. Choose colours, fonts, and graphics that resonate with your target audience. Additionally, consider the location of your sign – placing it in a prominent position where it is easily visible can maximise its impact.

Remember: first impressions are formed quickly, so make sure yours counts by leveraging the power of effective business signage.

Enhancing brand visibility

Another reason why it would be beneficial to you to invest in business signage is because of how much it can improve your brand visibility.

According to North Lakes Signs Brisbane signage, branding can help make you a more familiar entity to your target customers. Suppose they see your branding often, even if they know nothing about your business. In that case, the familiarity will make them more and more likely to want to interact and patronise your business.

Business signage is a constant advertisement for your business, as it is visible 24/7 to anyone passing by. What this does is it creates repeated exposure and reinforces your brand message in the minds of consumers. Your brand will become more recognisable, memorable, and top-of-mind for consumers when purchasing.

When your business is top-of-mind, that means that if your customers ever need your services or products, your brand will be one of the first brands to pop up in their minds. That will be because they are more familiar with your brand or it’s more recognisable.

Given this phenomenon of familiarity, you will want to achieve that through plastering your branding whenever and wherever appropriate. With business signage, you can do that.

Directing and informing customers

Sometimes, with a physical location for your business, you might be unlucky with the location of your store. That may be why you’re not getting as much foot traffic and attention. In that case, instead of uprooting your entire area, which is costly and requires a lot of work, you can invest in business signage.

If you have a distinct signage of your business’s brand, people can find where you are easily, and if they need what you’re selling, they can follow the signage.

Your business signage is also a great way to filter out the customers who don’t necessarily need what you’re selling. It should also notify the right target customers that you have what they need so that they can visit your shop.

Since the signage is also constantly there, it’s a great way to continually communicate what your business does without spending much marketing money on it all the time.

Cost-effective marketing tool

To ensure your business maintains excellent financial health, you must find cost-effective marketing approaches and tools whenever possible. One such tool could be business signage.

As mentioned earlier, what’s great about business signage is that it’s always there. Therefore, after you pay for it, it’s yours, and it will stay up wherever you put it up for as long as nothing happens to it. That means you are constantly projecting your branding, which is a great way to build familiarity.

The key here is to ensure that your signage will be consistent wherever you post them and how often you put them up. That way, your potential customers can connect. That’s how you build that familiarity that will make it easier for customers to want to patronise your business.

Improving overall customer experience

Even if you have a great product or excellent marketing, it won’t matter if you don’t work on your customer experience services. If you want to build a lasting business that becomes a legacy, you can start by providing a consistently good customer experience to those who patronise it. You can do that with the help of business signage as well.

Business signage isn’t only your logo. It can also be other business information about you, such as your operating hours, if you’re open or not, and maybe your contact information.

These signages in your business all help provide crucial details your customers need to know about your business at specific times. By having them, you won’t add hassle to your customers’ lives, and you add a simple gesture that can make your customers’ lives easier as they passively or actively interact with your business.

Increases sale opportunities

Well-designed business signage can help increase your sales opportunities since it will help with many specific situations.

For example, if you have a poor location and you don’t get a lot of foot traffic organically from where your store is situated, business signage can help turn things around for you. You can add your signs in the areas where many more people are seeing it. Don’t forget to add the location of your store to the sign as well.

You can also add signs within your store of some items on sale so that customers pay special attention to them. If you have a new product, you can entice your buyers by adding appropriate signs to them, pointing out your more recent products that may interest them.

Reach the right audience.

Usually, when you craft your business plan and even your marketing strategy, you try to identify who your target audience is. Once you know who they are, it’s all a matter of figuring out how to reach out to your audience, and sometimes all it takes is clear signage.

Adding signs of your best-selling products can be a great way to get the right customers already in your store who don’t know what to bring to buy something. Little prompts like this help you push your target audience into a sale.


Business signages have a variety of use cases, and if you make the most out of them, they can change how your customers interact with your business. Therefore, if you don’t have any yet, consider getting some signs up around your store to give your customers positive experiences with your business while increasing your business’s bottom line.

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