Understanding the Value of Branding Your Building

February 2, 2013 by Justin C10 Comments

It’s been a lot of work, building a brand. And now, it’s time to brand the building. That might have been a little cliché, but the sentiment is important. Clients and customers need to be aware of what’s in the building they are passing by, and it’s up to the owners of the building to put the word (or words) on the side of the building to get people inside.
In many ways, signs on buildings are gifts that keep on giving. Once the sign is up, it will obviously need to be maintained, but a well-placed sign is an advertisement to anyone who walks or drives by. Adding special temporary promotions underneath the sign can draw extra attention. Having a sign that stands out from other signs around it can also drive business.

If there’s already a sign in place, don’t be afraid to update it. As the company grows, so will the signage. It’s important to show that the company is moving in an upward direction, but also that it can, essentially, keep up with the modern looks. Remember when Apple’s distinctive fruit-shaped logo was filled with a rainbow? And now it has been revamped into the sleek silver-on-silver design? As business grows, so does the look, so to speak. I mean, most people don’t wear the same clothes as they did when they were teenagers, right?

Now that we’ve decided that a sign is best, it’s important to figure out what kind of sign will suit the company’s needs. Signs, in general, come in two forms: building-mounted and ground-mounted. The first is pretty straight forward, but to get some ideas of the latter, check out Impact Architectural Signs.
Now, let’s talk cost. Signs are a great way of getting bang for the buck. At first glance, this may be deceiving. Having a sign installed is a big cost upfront, but when businesses analyze what’s called “cost per thousand” (meaning the cost of reaching 1000 people with a marketing strategy) the signs are drastically cheaper than radio, print, and TV ads because they are 24/7.

Signs can be particularly important if the building has been recently acquired by a business. People may still associate that building with either a) the original/previous business or b) the building being empty. It’s important to move in and make a statement, so that passersby are absolutely aware that they’ve got new neighbors. This will drive business right from the beginning, and it’s a great way to breathe new life into an older building.

The signs also need to be aesthetically pleasing. Don’t pick one that’s boring or misrepresents the business. The options in signage are great and varied, so make sure that the font, colors, and size all match up to the company’s needs.


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