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The BSGA Sign Buyers Guide The Importance of good signage
If you’ve just set up a new company or have an established business you have probably received a lot of helpful advice on writing your business plan, obtaining finance, employment law and even how to handle customer relations.
But, until now, you probably haven’t received any guidance about why you need a sign for your business or how to actually get the sign you need.
The value of on-premises signage, particularly in premises that are regularly visited by customers and clients, cannot be overstated. However, the value of signage as a marketing tool is often not fully realised.
Many businesses barely think of signs at all and, if they do, it is often an afterthought – a necessary expense which seems to command the lowest portion of any construction or refurbishment budget!
Yet the CEO of one mainstream retailer confided that he regarded his company’s signage as its most important and cost effective advertising medium.
Companies that understand the value of good signage view it as an investment that will pay for itself many times over. They know that well designed, well placed signage will attract customers and generate profits.
Signage should never be an afterthought. The sign on your business is a powerful and sophisticated marketing tool. It works for you 24 hours a day, 7 days a week, 365 days a year. It creates the first impression of your business that many customers will get; it tells them who you are, where you are and what you have to offer.
In short, as our colleagues at the International Sign Association say: ‘Your sign is your voice on the street’. It’s a primary means of communicating with customers; it attracts them, draws them through your doors, and encourages them to buy your products and services.
In the following sections we will help you appreciate the benefits of good signage and show how, by getting the right sign you can add to the success of your business.