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Scaling Your Brand: A Guide to Effective Signage for Branding Your Business

Scaling Your Brand: A Guide to Effective Signage for Branding Your Business

Expanding your footprint as an emerging brand requires a strategic approach to signage. Your first location is doing well, and it’s time to grow! Whether expanding through franchising or corporate-owned locations, now is the time to create an approved sign family. This means outlining all the specifications and color requirements to ensure brand consistency and a professional image across all your locations. A well-defined sign family strengthens brand recognition and streamlines the sign production and permitting process, saving you time and money.

As a national signage provider, we’ve witnessed the impact of effective signage across various market segments, from quick-service restaurants to retail stores to healthcare providers and national brands committed to maintaining high standards. Whether starting with a single storefront or having a few regional locations, the goal remains: a unified brand identity poised for expansion, ensuring brand consistency for increased customer recognition, trust, and, ultimately, greater success.

Multi-site Storefront Growing Pains

National brands often experience growing pains when managing their signage programs. From site-specific branding changes to accommodate local regulations to multiple rebrands leaving a patchwork of outdated signs, keeping a consistent brand image can be a challenge. Many companies struggle to identify who is responsible for their signage – is it its facilities, construction, or even the franchisor, if applicable? This lack of clarity often leads to signage decisions that range from a well-planned, cohesive program to a rushed ‘we needed this yesterday’ implementation. Combining multiple factors results in inconsistencies that damage your brand image and often overpaying to correct.

Studies show that consistent branding can increase revenue by up to 23%. Planning an effective signage strategy is key to building a strong and consistent brand identity.

Imagine the frustration of investing in a franchise only to discover a poorly designed and costly signage program. Or, even worse, losing control of your brand identity as locations deviate from established sign standards, leading to a loss of control and costly efforts to unify the brand down the line. Instead, imagine a cohesive and impactful signage program that strengthens your brand and attracts customers at every location.

Sign drawings on computer

Key Considerations for Emerging Brands

Let’s explore maximizing your investment and creating a multi-site branding program driven by effective signage that scales with your business, attracts new customers, and boosts your bottom line.

1. Start with a Solid Foundation:

  • Develop clear brand guidelines. These should encompass all aspects of your visual identity, including logo usage, color palettes, typography, and imagery. For example, specify the precise Pantone colors for your logo and define how and where it can be used on signage.
  • Translate guidelines into sign standards: Ensure consistency across all sign types, from storefront signs and window graphics to interior wayfinding and ADA-compliant signage. This might include specifying font families, logo size requirements, and approved materials for sign construction, including lighting specs.

2. Plan for Growth:

  • Design with scalability in mind: Choose materials and construction methods that can be easily replicated as your business expands. Consider alternatives that can be adapted to different locations and storefront formats.
  • Prioritize maintainability: Think about the long-term care of your signs. For instance, if using LED lighting, ensure components are easily accessible for replacement to minimize downtime and repair costs.

3. Prioritize Customer Experience:

  • Guide and inform: Use signage to guide customers, highlight key products or services, and create a welcoming atmosphere. Consider incorporating digital graphics to transform the interior or reinforce your brand.
  • Clarity is key: Ensure your signage is clear, concise, and easy to understand from a distance. Emerging brands need to attract customers and effectively communicate what they offer. Use legible fonts, high-contrast colors, and clear messaging.

4. Partner with Experts:

  • Find a signage partner who understands your vision: They can offer guidance on design, materials, and installation best practices.
  • Navigate local regulations: A knowledgeable partner will be familiar with local sign codes, permitting processes, and other requirements.

By investing in a well-planned and executed signage program, you can effectively communicate your brand message, enhance the customer experience, and set the stage for continued growth and success.

Exterior signage and branding

Implementing your signage program.

By implementing these strategies, you’ll establish a strong foundation for your multi-site business. With established brand guidelines and sign standards, you can confidently expand your brand without sacrificing consistency.

Choosing the Right Partner

Seek a signage partner with:

  • Experience across regions: They should be familiar with permitting requirements in different municipalities and understand how climate variations can impact sign material selection.
  • Strong installation network: Ensure they have a network of certified installers who can handle projects of any scale and provide ongoing maintenance support.
  • Manufacturing standards: Look for a partner prioritizing quality and consistency in their in-house production processes.

Contact us today to start building a signage program that will support your growth and enhance your brand.

Whether you’re embarking on a local expansion or targeting national growth, PSCO Sign Group is your long-term partner in branding. From your first location to your hundredth, we’re committed to helping you create a strong and consistent brand identity. Contact us today to discuss your vision and discover how we can support your business now and in the future.

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