Branding Through Signage: How to Make a Lasting Impression

What is the genuine purpose of business signage? To convey information, to simply indicate where your business is so that customers and employees don’t get lost, or something more? While signage does serve an eminently practical purpose, your signage choices also do more than just guide customers to your business. Signage can be a powerful branding tool that defines how your company is perceived from the moment someone sees it.

When designed sensitively and aligned with the ethos of your business, signage makes your brand more memorable, establishes trust, and creates an intangible experience that resonates with customers. Here’s how you can harness the power of signage to leave a lasting impression.

Reflect your brand with thoughtful and personalised design

Your signage should, ideally, be an extension of your brand identity, seamlessly incorporating elements like your business’s colours, fonts, and materials into each sign – whether used for wayfinding, promotions, safety, or other information. These design choices communicate your brand’s values before a single word is read.  

• Colours: Use your company’s palette to evoke emotions and reinforce recognition. For instance, a soft, earthy green can signal eco-conscious efforts, while sleek black and gold suggest luxury and exclusivity.
• Fonts: A playful, handwritten typeface might suit a creative agency, while clean, modern typography could reflect professionalism in a tech company.
• Materials: Recycled wood or natural textures can emphasise sustainability, whereas glass and metal finishes may convey innovation or sophistication.

For example, an independent clothes or jewellery boutique in could use pastel hues and tactile chalkboards to enhance its charming, vintage appeal. Meanwhile, a high-end chain hotel in a city centre might opt for sleek illuminated lettering to exude elegance.

Enhance customer engagement

Well-designed signage doesn’t just catch the eye; it engages and commands attention. Bespoke designs and digital displays alike provide businesses with various dynamic options to captivate and interact with their audiences. For example:

• Digital displays offer flexibility to showcase tailored content, such as promotions, social media feeds, or even customer reviews in real time. This keeps the content fresh and relevant while drawing attention.
• Interactive features like QR codes on shopfront window signs, allow customers to explore your brand’s story or current offers online, creating a seamless offline-to-online experience.

A small café in Edinburgh could integrate rotating digital menus to effortlessly display seasonal offers, while a heritage site like Stonehenge might include QR codes on signs that guide visitors through an enhanced, interactive tour.

Make navigation part of your branding

Wayfinding systems are often overlooked or discarded as a branding tool, but, in reality, they are essential for creating a frustration-free experience in larger spaces like shopping centres, hospitals, or museums. Custom wayfinding solutions that incorporate your brand’s identity not only improve functionality but also enrich the experience customers associate with your business.

For instance, a contemporary art gallery might guide visitors using minimalist, black-and-white directional signage that aligns with its sleek and modern aesthetic. Adding variations like icons expressed in unique brand styles can also amplify the impact.

Stand out with consistency

An effective signage strategy requires consistency across all touchpoints. Whether it’s a billboard on the motorway or a sandwich board outside your premises, cohesive signage strengthens brand recognition. Unfortunately, slapdash or ad hoc signage also stands out, but for all the wrong reasons. To avoid this, ensure that every sign reflects the same design principles, tone, and messaging.

Brands like John Lewis & Partners excel at this by using consistent typography, colour schemes, and premium materials across their store displays and outdoor promotions, reinforcing their trusted reputation.

What next?

Take action today—review your signage strategy to ensure it truly reflects your vision and leaves an unforgettable impression on those who see it. If you’d like more information about signage and how it can support your branding, please contact one of the experts at Image Technique today.

Image source: Canva