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With the new year just around the corner, it’s a great time to review your business signage and ensure it aligns with your company’s goals for 2025. A well-thought-out signage strategy can greatly improve your visibility, ensuring your signs work effectively throughout the year. In this blog, we’ll guide you through the steps to plan, update and optimize your signage so it remains fresh, relevant and impactful. We’ll also discuss the role commercial signs play in your overall marketing strategy, how to evaluate your current signage and key things to keep in mind when planning for the year ahead.

 

The Importance of Custom Signs in Your Marketing Strategy

Signage is more than just a way to identify your business – it’s a key part of your overall marketing and branding strategy. Effective signage helps shape the customer experience, build brand awareness and increase foot traffic. In fact, a study by FedEx found that nearly 76 percent of consumers entered a store for the first time because of its sign, and 68 percent felt that signage reflected the quality of a business’s products or services. This highlights the power of well-designed, visible signs in influencing potential customers. However, just having an attractive sign alone isn’t enough. Your custom signs must be strategically placed and well-maintained to maximize their impact. Commercial signs serve as a 24/7 marketing tool, always promoting your business to passersby. That’s why it’s essential to include signage in your annual marketing and brand strategy review.

 

8 Tips for a Successful New Year Signage Strategy

1. Evaluate Existing Signage

Before even thinking about new designs or installations, it’s crucial to first evaluate your current commercial signs. This step helps you identify what’s working, what needs updating and if there are any gaps in your existing signage strategy. A thorough audit can save you time and resources by focusing your efforts where they’re most needed. Here are some important questions to guide your evaluation:

• Are your commercial signs still legible? Over time, signs can fade or become hard to read due to weather exposure. Sun, rain and snow can damage signs, making them less visible. Look for signs of wear and tear, such as cracks, fading, or missing letters – if any are present, it’s probably time for an update.
   
• Do your custom signs still reflect your brand? Businesses change over time, and so do their brand values. Your signs should reflect these shifts. Whether it’s the logo, colours, or messaging, ensure your signage is consistent with your brand across all customer touchpoints.  
   
• Is the location still effective? The area around your business may have changed. New businesses or shifts in traffic patterns could affect how visible your signs are. Check that your commercial signs are still in high-traffic areas and visible from multiple angles. Test their readability from different distances and in various lighting conditions.  

2. Identify Your Signage Goals for 2025

Like any other aspect of your marketing strategy, it’s important to set clear objectives for your signage strategy. Defining what you want to achieve with your commercial signs will guide your decisions on design and placement during the planning process. Whether your goal is to increase foot traffic, promote new products, or enhance your brand’s visibility, having specific goals is crucial for a successful signage strategy. For example, if you aim to enhance the customer experience, you might consider adding directional or informational signs inside your business to help customers navigate the space. On the other hand, if your focus is on driving sales, creating a custom sign that highlights promotions, sales events, or new product launches, along with a clear call to action, can encourage customers to act immediately. By setting specific and measurable goals, you can evaluate the effectiveness of your custom signs and make data-driven decisions for future updates. This approach not only refines your signage strategy but also ensures that it aligns with your overall business objectives.

3. Identify the Right Type of Signage

Not all signs are created equal, and different types of businesses require different solutions. Choosing the right custom sign for your business depends on various factors, such as your goals, location and target audience. For example, if you own a retail store or restaurant, you might consider a monument sign. These large, freestanding signs are often placed at entrances and create a lasting impression on customers. For storefronts, channel letter signs provide excellent visibility, especially at night when illuminated with LED lighting. If you want more flexibility, LED message boards allow you to update your message in real time, making them ideal for promoting time-sensitive information like special offers or events. For businesses with a vintage aesthetic, options, like sandblasted, carved, or CNC-routered cedar wood signs add everlasting character. These signs can be single-sided or double-sided and are often mounted on existing or new signposts, making them popular in heritage district communities. For organizations aiming to enhance the client experience, interior signage- such as staff nameplates and comprehensive wayfinding directories– can be very useful. Each type of commercial sign serves a different purpose, so it’s essential to select the ones that best meet your business’s needs.

4. Keep Sign Design Simple for Greater Impact

When it comes to signage design, remember that less is more. A cluttered sign filled with too much information can confuse potential customers and lessen the impact of your message. The goal of your sign is to quickly communicate key details about your business, which requires focusing on clarity, readability and visual appeal. Keeping your design simple ensures that your custom sign is effective without overwhelming viewers. Here are some essential design tips to consider:

• Prioritize readability: Choose fonts that are easy to read from a distance. Sans-serif fonts are often more legible than script or decorative fonts.
   
• Use high-contrast colours: To maximize visibility, opt for contrasting colours, like black text on a white background. This makes your message easy to see, even from far away.
   
• Limit text: Remember, you can convey your message with more than just words. Focus on the essentials. Simple phrases like “Open 24/7” or “New Products Now Available” paired with eye-catching imagery can be far more effective than lengthy descriptions.

5. Consider the Impact of Lighting

Lighting is one of the most important yet often overlooked aspects of signage. Well-lit commercial signs are more visible at night and can enhance your business’s overall appearance. If your business operates during the evening, illuminated signs – like LED channel letters or backlit signs– can ensure that your message is visible 24/7. By strategically incorporating lighting into your custom signs, you not only increase visibility but also enhance the overall customer experience.

6. Stay Compliant with Signage Regulations

Before installing any new signage, it’s essential to check local regulations. Many municipalities have specific guidelines regarding the size, placement and type of signs allowed, particularly in historical districts or commercial zones. For example, permits may be necessary for outdoor signs, especially larger or illuminated ones. Ensuring that your signs comply with local zoning laws is imperative. By taking the time to research your local regulations, you can save yourself the hassle of having to remove or modify your custom signs after already investing time and money.

7. Plan for Routine Signage Updates

Even the best signs need updates to stay effective and relevant. While some signage materials are built to last for years, design trends and customer expectations still evolve. It’s a good idea to review your signage at least once a year to ensure it aligns with your brand and marketing strategy. Several signs indicate it might be time for an update. For instance, if your signage is fading or showing damage from the weather, there is a good chance it’s time for a revamp! Additionally, if your branding has changed–whether it’s a logo, colour scheme, or messaging– your signs should reflect these changes to maintain consistency. New product or service launches also present an excellent opportunity to refresh your signage to promote these offerings effectively. Moreover, changes in your target audience or market trends may require adjustments to your messaging and visuals to better connect with your customers. By planning for regular updates, you can keep your signage up-to-date and engaging, ensuring that it continues to attract attention.

8. Budgeting for Your 2025 Signage Strategy

Commercial signs do require an upfront investment, but they are easily one of the most cost-effective forms of advertising available, offering long-term visibility for your business. To make the most of your investment, it’s essential to carefully plan your budget for business signage. Consider not only the costs for design and installation but also potential maintenance and future updates. If you’re considering outdoor customer signs, investing in high-quality materials that can withstand various weather conditions is essential. By planning for these expenses, you can ensure that your signs remain effective and continue to represent your business positively over time.

 

Put Your Signage Strategy to Work with Creative SignWorks!

Planning your signage strategy for the upcoming year is essential for maintaining your business’s visibility and competitiveness while staying aligned with your marketing goals. By reviewing your current signs, setting clear objectives and focusing on essential elements like design, placement and lighting, you can develop a strategy that enhances the impact of your custom signs throughout 2025. Start the new year with a fresh look, and let your signage make a statement! Contact Creative SignWorks today to begin your custom sign project and bring your signage strategy to life.