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When designed effectively, a sign can combine with other media to help brand your business in the mind of a consumer. Text and images on the sign should be repeated throughout your marketing mix, either within your company (stationery, catalogs, business cards, uniforms, vehicles, etc.) or when advertising elsewhere (TV, radio, Yellow Pages).

The more consistent your message, the more reminders you give customers to remember who you are, and what you're selling. The goal of any business is "top-of-the-mind" awareness. If a consumer in your community was asked which company first comes to mind in your industry, would that person think of yours?

Some sign companies can work with you to design (or change) the graphic image or logo that represents your business.

Americans rely on their vehicles. It’s estimated that nearly 50% of consumers regularly shop more than five miles from home, and the U.S. Census Bureau historically shows that 13% to 20% of the population changes address each year. Your community, then, is constantly moving.

Not long ago, a major fast-food chain recently conducted surveys of customers at selected restaurant types in southern California. Customers were asked how they first became aware of the restaurant. Here are their results:

Participants' Responses

Quick Service % of responses / Family % of responses / Atmosphere % of responses

Saw it while passing

35% 26% 13%

Always knew

29% 27% 19%

Word of mouth

14% 30% 54%

Advertising

10% 6% 4%

All other

6% 7% 7%

Don't know

6% 7% 7%

The numbers for "Saw it while passing" show how an effective sign can help turn a passing driver into a paying customer on an impulse. It shows the importance of knowing that potential consumers are constantly passing by. A good sign can bring them in.