What does the sign above your door really say about your business? Unless your business attracts all of its customers through word of mouth and very few do, it is important to get the message above the door or outside the gates right.
What to consider:
The branding. Think of your service offering when planning your sign. The branding should reflect your business. If your business is of traditional style, then match the sign to this. Signs create an expectation in the same way as a brochure so consistency in your message from outside to inside is important to reinforce your brand and service offering.
The information. Keep the sign simple and to the point. Don't over complicate the message. If you have a website, then include these details with your name and number to reinforce your offline marketing message.
The size. Think about how far away the target audience will be from your sign and size it accordingly. The use of space and size is a highly effective visual communication tool so its worth thinking carefully about your layout.
Lighting. Use of lighting can improve your chances of bringing in customers. Stand out from the crowd with backlit, toplit or sidelit signs using colour and shadow to create an impactful message. Lit signs can be seen at night opening up your message to more potential customers.
The finished product. Once you have decided on your message, branding and lighting, you will need to consider the materials to be used. Again, think of your target market and tailor the sign to them and your brand image. Traditional and old world may benefit from wooden signs while nightclubs and contemporary bars will benefit from brightly coloured aluminum or durable plastics. Think of environmental factors which could damage the sign like traffic, weather, graffiti etc before deciding on the final layout.
Barry Chandler is Director of Stocktaking.ie, a dedicated Food & Beverage Control Consultancy which offers on-site Food & Beverage Stocktaking, Bar Monitoring, Site Food & Beverage Audits, Mystery Shopping across Ireland.
Stocktaking.ie specialises in reducing costs through careful analysis of in-house procedures and implementation of the most cost-efficient procedures for your business.
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What does the sign above your door really say about your business? Unless your business attracts all of its customers through word of mouth and very few do, it is important to get the message above the door or outside the gates right. 
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