Always be informed when making a purchase; especially one as significant as the signage that represents you and your company to the world. These important tips will help you be prepared as you consider sign styles and details, choose a sign company, and ultimately purchase custom signage for your business.

1. Logo Design vs Sign Design: Even though your sign maker will likely include a digital rendering of your sign, understand that logo design firms are a completely different business than sign manufacturers. Make sure you have your logo and brand established BEFORE you start shopping for a sign company.
   
   
2. Price Range: In a nutshell, plan on spending anywhere from several hundred to several thousand dollars for a good logo sign. The low end would include signs that are simple, flat, thinner material, printed, indoor, smaller, etc. As you add features like laser cutting, LED lighting, artistic grinds, custom paint jobs, layers, outdoor, oversized, etc., your price will climb up into the thousands.
   
   
3. Never Been Made Before: One thing clients often forget is that every sign is a 1 of 1 original; it's not as easy as pulling a box off the shelf and slapping a shipping label on it! That exact sign with those exact specifications and your exact logo has never been made before. This means that the rules (and cost savings) of bulk manufacturing go out the window. So understand how that can affect your price, and do your best to be patient as the sign company deals with any unexpected surprises that pop up along the way.
   
   
4. Quality Varies Significantly: If you recall from my previous email, there are at least 23 different decisions made by a sign maker as they make your sign. So don't assume that just because two digital renderings or examples look similar in a picture that they are equal in quality, durability, longevity, etc.
   
   
5. Different Signs for Different Purposes: If you don't know exactly which type of sign you want, consider what it is being used for. Is it going outdoors to draw foot traffic to your shop? If so, something bold and flashy with artistic grind patterns and LED lights might be in order. Is it going behind your reception desk? Something with a lot of layers, texture, and a very high-end finish will help establish quality and authenticity in your brand. Is it a wayfinding or break room sign? A simple print on durable aluminum may do the trick.
   
   
6. Not All Renderings Are Created Equal: Some sign companies will provide free digital renderings in advance, while others will not begin the graphics work until at least a design deposit is paid. If they require a payment, you might ask for an example of their digital renderings, to give you an idea of the type of visual you can expect before the work begins. Some companies take the time to create renderings that are much more detailed, realistic and accurate than others!
   
   
7. Local Permits: Typically the sign maker does not get involved with the process of acquiring any necessary building/construction permits related to your sign, so you will want to research that in advance and relay any design requirements and specifications to your sign maker before you place the order. Your landlord or local municipality should be able to confirm whether you need a permit, especially if the sign is going outdoors, has LED lights, is particularly large/heavy, etc.
   
   
8. Sign Installation: Much like an artist and their artwork, most sign makers do not install the sign. If they do, it would be an additional cost, and can be a pretty significant expense, depending on the size and mounting details. If you purchase an illuminated sign, you will need to hire a local electrician to wire it up and connect it to a power source. Generally speaking, the sign company should include the hanging hardware (like mounting brackets, rail brackets, standoffs, etc.) and your maintenance person, a handyman, or a local general contractor can handle the install.
   
   
9. Maintenance: The level of maintenance required will vary based on the type (and quality) of sign and the environment it is in. A marquee sign will require light bulb replacements, an outdoor sign may require periodic cleaning, an indoor sign with cuts and layers will benefit from the occasional feather duster. Regarding finish quality, request UV resistant colors and durable clear coat finishes, especially if the sign will be exposed to sunlight, humid weather, salty air, etc.

You may have a bit of homework after reading these tips, but the extra effort will pay off! You will know what to expect, what to ask for, and be prepared to make a decision. Feel free to reach out to a rep at Custom Logo Signs if you have more specific questions on any of these points, or need help anywhere along the way.

Most people assume "a sign is a sign is a sign," and may think that the way in which signs are made is unimportant... But did you know there are at least 23 different decisions made by a sign-maker when creating either a cheap or a quality sign? They include:
​

1. Type of material(s)
2. Material grade
3. Material thickness
4. Material treatment
5. Material finish
6. Orientation and spacing of logo
7. Graphics clarity
8. Color calibration and intensity
9. Cutting technique (shear, router, plasma, laser, water jet)
10. Tabs vs floating drops
11. Deburring technique
12. Layering technique
13. Bracketing specifications
14. Type of adhesive or connectors
15. LED light wattage/brightness
16. Quantity of LED lights
17. Placement of LED lights
18. Type of finish (natural, matte, semi-gloss, gloss)
19. Layers and thickness of finish
20. Finish QC (dust particle filters, touch-ups, polish, wet-sand & buff, etc)
21. Intermediate inspection & resemblance to rendering
22. Final inspection & resemblance to rendering
23. Padding & packaging technique

​Each of these decisions will not only have a far-reaching impact on the appearance and life of your sign, but they can also influence how a potential customer interprets the quality of your brand, products and services. Not every sign is made equal, and we like sign-makers who err on the side of caution and quality! Even though it may not be the fastest and cheapest way to make a sign, taking the high road for each of these decisions (and any others that crop up along the way) ensures the highest level of aesthetics, detail, quality, durability and longevity.

We all know that location is critical, but plenty of businesses fail in great locations while others thrive off the beaten path. Here are 10 of my best suggestions to draw a crowd:

1. SIGNS, SIGNS, & MORE SIGNS! According to the Retail Doc, 5 of his top 12 ways to draw foot traffic (including the #1 way) into your retail store involve signage:
   1. A memorable outdoor sign
   2. A great window display
   3. A branded street or parking lot light pole sign
   4. Lawn/walkway signs
   5. Portable signs
      
      
2. Local/Map Business Listings: Take the time to create a fully optimized listing on every localized online platform (many of which are free.) And by 'fully optimized' I mean fill in every possible field with well-written & helpful info, use proper capitalization and grammar, plug in keywords customers might be searching that you want your business to show up for, use great photographs of your products, services, physical location, personnel, etc. Your time will not be wasted! According to Nectafy, 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours! The two most important platforms include:
   1. Google Maps
   2. Yelp
   3. Industry-Specific Networks & Directories
      
      
3. Facebook (w/ Local Targeting): Create a well-represented and active Facebook for Business page (make sure it is consistent with your branding!) and set up events and/or ads with local targeting. From my experience, you can get relatively cheap interactions (like leads, event commitments, shares, etc) by running ads targeting users who fit your ideal demographics and are located near your shop. These interactions will result in real, actual foot traffic to your business, especially if you couple it with an event (product launch, guest appearance, promo/sale, wine tasting, gallery stroll, etc.)
   
   
4. Mobile Offers: These can include check-in coupons or gift certificates on Yelp, discount codes offers through Google Maps, or mass-texting promotions via 3rd party platforms like SlickText or EZTexting, for example. A report from eMarketer.com showed that mobile offers are redeemed 10x more frequently than print offers, so think twice before taking an ad out in the local coupon mailer!

Now the best fit for your business out of these offers might vary depending on your unique circumstances, like how and where your ideal customers might be looking for you. One thing that nearly every business has in common (especially those with a storefront, office or other physical location) is the need for signage!

Custom Logo Signs has become a national leader in innovative and eye-catching signs, specializing in unique materials (like various metals, colored acrylic and reclaimed wood), artistic grind patterns, creative textures, quality finishes, stunning LED lights, and more. Reach out to us now and mention this article for a FREE $100 CREDIT to be redeemed toward any custom sign purchase.

Your brand is more than just your name, colors and logo. Although your logo and signage are an important step, your brand is how your customers perceive your business and products; what comes to their mind when they see the name of your business? Amazon = easy, fast, everything. Apple = innovation, style, high-tech. Consciously or otherwise, your customers expect consistency across all platforms and interactions with you; statistically that consistency contributes to a 23% average increase in revenue!

Regardless of your product or industry, here are a few important ways to establish and reinforce your brand to tap into that growth potential:

1. Signage: Your logo signage on the outside of your building, behind your reception desk, in your meeting rooms, at your trade show exhibits and anywhere else are often times the first and most prominent interaction your customers have with your business name. Are your signs accurately representing the attributes, perceptions, and traits you want associated with your company?
   
   
2. Website: Your website should be easily navigable, with a design, layout and imagery that accurately represents the key elements and emotions of your brand. If you want your brand to be clean, modern and minimalist, then your website should be designed in that manner. If your brand is bold, loud, and in-your-face, your website should be as well.  
   
   
3. Social Media: Your social media presence is rapidly becoming just as important as your website, or even more important in many cases. This is where you want to connect on a more personal level with your customers, giving them a glimpse of the personality of your business and personnel, showing them what goes into your product/service and what it looks like behind the scenes. One thing you will notice about the best social media channels is consistency: Instagram accounts with photos that have similar lighting, angles, clothing styles, and backgrounds. Facebook accounts that have regular posts with similar themes and writing styles. 
   
   
4. Product or Service: Your actual product or service is oftentimes the first physical, tangible interaction your customers have with your company. If the branding you want to convey is quality, durability and longevity, but your product is made from relatively cheap, flimsy materials, then you are sending conflicting signals and your brand will quickly become known for the qualities of the product rather than the qualities you had hoped to represent. Likewise if you promote your company as having top-notch service and committed to customer satisfaction, but your phone reps are disinterested, rude, or unavailable and keeping them on hold, then once again that is what will determine your brand. 
   
   
5. Packaging/Presentation: Even before the consumer interacts with your product, they first encounter the packaging and presentation. Ask any food critic how important the presentation of a meal is, even before the first bite. Likewise with online purchases, you can create a memorable experience (that the recipient will want to share!) by using a strong box, clean/easy packaging, simple assembly, and unexpected accessories (like spare parts, extra screws, mini helpful tools, hanging hardware, or even just a fun little bonus like a bookmark or Cracker Jack type toy!)
   
   
6. Customer Experience: Whether it be through a phone call, using a mobile app, watching a tutorial, meeting with a sales rep, opening their home to an installer, being greeted by a receptionist, in a chat window with a support rep, ordering from a waiter, or anything in between, that experience at that moment with that representative of your business must be consistent with the values of your brand. If you want your brand to suggest diversity and progress but your staff is all the same gender and ethnic background, you may not be effectively portraying that value. 

I'm sure you've noticed a common theme here: it isn't your logo or your website that creates your true brand, it is the interactions with your customers. "A brand exists in the minds of your customers!" That means you and everyone working for or representing your business have got to be fully-invested in living your brand, and putting in the work to earn the perception that you want consumers to have of you.

It's no secret that first impressions are significant, but how important are they, and what factors come together to form that first impression? Some combination of your storefront, your logo, your signage, your personnel, your communication, your website, and of course your product or service itself may come together to form that first impression. Here are some stats about how you are being judged, and why it matters...

1. 48% of consumers report that they are more likely to become loyal to a brand during the first purchase or experience they have with the business! That means your repeat business and organic growth (which is your cheapest and most productive way to grow) is inextricably linked to the first impression that customers have with you.
   
   
2. It only takes consumers 10 seconds to form a first impression of a brand’s logo, but it takes 5-7 impressions for consumers to recognize the logo. Therefore you must impress them and convey your message immediately to establish the foundation, but then reinforce it multiple times to establish a pattern. However they see you first (website or ad for online traffic, logo sign and building entrance for brick & mortar) should exude the qualities you want your business to be known for.
   
   
3. 33% of the top 100 brands use the color blue in their logo. The color blue is said to relate to loyalty, strength, wisdom, trust, calmness, and even one-on-one communication and personalized messaging, all of which helps customers feel more personally connected to the logo, and subsequently to your business. If your logo doesn't have blue in it, you can look for ways to creatively tie it into your messaging (like the background of the photo above), your signage (like a blue back-panel or border), wall colors, decor, website, etc.
   
   
4. Emotion is an important part of a name, slogan, advertising campaign, etc. 90% of all purchasing decisions are made subconsciously, making it vital for companies to find ways to evoke positive emotions in their signage, decor, and any communication with the buyer.
   
   
5. 91% of consumers said that they are more likely to buy from an authentic brand than from a dishonest brand. That sounds obvious, but note that it is important to understand exactly what your specific target demographic values as authenticity and honesty, because this perception changes in different industries, from one region or demographic to another, between generations, etc.
   

Use this information to be proactive with your first impressions, and take control of that first impression you are creating for your prospects, partners, employees, and customers. Make sure when they see your sign gleaming above your door, or bursting from the wall behind the shoulder of your receptionist or maître d', that they subconsciously associate your business with quality, longevity, trust, and loyalty. Do that effectively and you will be on the right track toward repeat business and organic growth.

Statistical Data Reference: https://www.crowdspring.com/blog/successful-branding-for-entrepreneurs-statistics/

Don't let those smiles fool ya, there's blood in the water and they're beating you to the feast! =) If you're stagnant, you're losing, and you can bet the competition is creeping in on your customers. Follow these tips to fight back; draw in new prospects, build instant chemistry, and keep them coming back (and spreading the word...)

1. Commit To & Build Your Brand: Create a fun Photo-Op wall in your shop (of course with your logo sign prominently displayed!), deliver your product in super crafty/unique (and reusable) packaging (also with your logo, noticing a trend yet..?), include unexpected free accessories, emphasize the presentation of your product, give a refund when they don't deserve it... Go above and beyond to give them something to photograph, share, and review, and you better believe they will!
   
   
2. Personality, Authenticity & Trust: Today's consumers want to see the face behind the product; they want to know who you are, why you do what you do, and why they should trust you with their transaction. It's tough to fake it, so OWN it! They can get the product elsewhere, so it's YOU that they are truly buying. Make it easy for them to get to know you. Take a look at the image above for example, because I chose it for a reason. What would you assume about the business and products if those two greeted you at a shop? They look mature and experienced, but with a youthful and approachable vibe. The clothes suggest professional and successful, but the rolled up sleeves and aprons show they aren't afraid to get their hands dirty and work. Even the simple OPEN sign on the vintage door looks crafty and handmade.
   
   
3. Personal Values: 64% of consumers cite shared values as the primary reason they have a relationship with a brand. Are you actually living and effectively showing the same values that are important to your target market? For example, if your customer are artists, make sure your logo sign is a handcrafted work of art! Or if they are environmentally conscious, have all your signage made from recycled materials!
   
   
4. Building Loyalty: Are you taking proactive steps to develop brand loyalty? Are you making it easy for customers to recognize you, remember you, do business with you, and share the experiences they had with you? Loyalty can be worth TEN TIMES as much as a single purchase, and the cost of gaining a new customer can be FIVE TIMES the cost of retaining an existing one.
   
   
5. Subliminal Messaging: This comes into play particularly with your logo, your signage, and your advertising campaigns. There are clever ways for you to reinforce your brand and your values through subliminal messaging. Two great examples are the FedEx arrow (the space between the E and x creates an intentional forward-pointing arrow to suggestion speed and progress) and of course the Amazon smile, which doubles as an arrow pointing from the A to the Z, which implies that they offer everything from A to Z! Think of clever ways to convey a message without obvious words or pictures...
   
   
6. Attention to Style & Trends: When I get approached to help design a logo sign and the logo is just boring text with a generic font like Arial or a dated mess like Comic Sans or Papyrus, I just want to scream! I know we're all working on a budget, but it does not have to be expensive to get a super unique, high-end looking logo designed. Try a website like 99Design for a completely custom logo for a couple hundred bucks. Your logo gets used everywhere, so make sure it represents you well!

Stay ahead of the curve, and be the one to set the trends in your industry. At first glance none of these may seem like they will have the home run impact of a successful ad campaign in comparison, but they can make ALL the difference in establishing your niche, building a loyal following, and ultimately becoming the face of your market.

References:  
https://neilpatel.com/blog/18-best-ways-create-brand-honest-trustworthy/
https://www.lucidpress.com/blog/25-branding-stats-facts
https://fitsmallbusiness.com/branding-statistics/