Many businesses see signage as purely functional, an add-on they don’t need to pay that much attention to. This is especially true of smaller, local companies. Of course, it’s a lot more than that. Done well, signage is one of the best ways to develop brand recognition so that your business stands head and shoulders above the competition.

Whether you are a local bar or a service industry business, creating an impression has always been important and great signage can get you where you need to be from a brand point of view.

What is Brand Recognition?

While you might think that you need to spend thousands and thousands, if not millions, creating a recognisable brand in the same way as MacDonald’s, Apple and Nike, there is no denying the power of being noticed on the high street.

You don’t have to be a big player to utilise the benefits of brand recognition, however. If you have a clear idea of what your brand means to your customers, then you have the perfect starting point. What brand recognition means is that when customers see your signage, they immediately associate certain emotions and ideas with that image.

A small café with a great design can easily set up signage that supports its goal of brand recognition. The same goes for a store or a business such as a solicitor. The key is having a clear idea of the feel and emotion you want to convey and, above all, being consistent across all your marketing, including your signage.

Your brand identity doesn’t need to be ethereal or mystical as some larger brands seem to be. What it does need is emotion and it must convey the qualities that you want your customers to feel. Don’t be afraid to experiment with different branding ideas to find the one that works for your business.

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How to Build Brand Recognition into Your Signage

Assuming you’ve worked through your brand identity and now want to update your signage, there are several different tools at your disposal. The first of these incorporate colour, font size and style.

Colours play an important role in our emotions. They can make us feel angry, calm, focused and happy. It’s worth looking at the way colour theory works in marketing and branding as it can help you make the right signage choices for your business.


Font choice is also important. Does your café want a big, chunky font like Nero’s or Costa? Or something a little more subtle and old world that conveys your focus on natural ingredients and good old-fashioned customer service?

The size of your signage is also an important factor. You want it to be seen from a distance and to have an impact, but you might not want it to be overwhelming on the high street.

  • 3D signs may be an option that helps get your branding message across.
  • Style is going to be important because you want to set yourself apart.
  • Even the materials you use nowadays can say a lot about your business and are worth investigating.

Working with a Signage Company

Brand recognition is an important part of marketing for any business and signage can certainly help bring this across. Working closely the experienced team at Technical Signs will allow you to explore all the possibilities for your business. Contact our team today to find out how we can help.

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For more signage tips check out our latest blog post on the website: Signage Essentials for the Leisure Industry


Signage Essentials for the Leisure Industry

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