When it comes to spending their money, image matters to a lot of people. There is power in a name. Many people spend time researching names and their associated meanings before giving one to their newborn. Savvy business owners also spend time researching a name and its likely impact before they settle on using it to represent their brand. The way you display and advertise your business name sends certain signals to your customers. This post will be used to discuss your signage and the signals it could be sending to your customers about your business.

Poorly Displayed or Missing Signage

This would convey to customers the idea that you are either shady, sloppy, irresponsible, cheap and/or not serious about your business. In the customers mind, they may be thinking how can anyone operate a business with no visible name? It does not matter that you had a sign displayed before and old customers know your name. One day without a sign signifies a missed opportunity to attract new customers, and the possibility of losing dedicated customers who see it as poor business ethics.

Other Poor Messages

Your Business is Lame

As people, we are very judgmental and use our first contact with anything to form an opinion. Teenagers and younger people are undoubtedly two of the groups who may make a snap decision that a business will most likely be lame because its signage is unappealing.

You're Dull and Boring

An unattractive sign that shows very little imagination and sparks little interest will more than likely convey a message that the business is dull and boring. If this description fits your signage then it is likely that people will forget about it within a split second. Once their eyes land on it, and the brain determines that it is not worth remembering, then that is it.

Now that we have looked at some of the negatives, let's do the same for some of the positive messages your signage can convey to people about your business. We will discuss this under the assumption that your signage is attractive and nicely displayed.

Positive Messages

Wow - Lets Check It Out

Even if you are just starting out, your signage can be so simple yet attractive that it wows people, stimulates their interest and drives then to check out your business. Sometimes people mark a new sign and its location so that they can look out at it and absorb it some more. They will then follow up on this interest with a visit to your business.

You Are Professional and Knowledgeable

An attractive, clean sign can reflect professionalism. People like to spend their time and money in places where the service is professional, and the staff seems knowledgeable about what they are doing.

Cool - Your Business Looks Like It Rocks

If your business is meant to cater to people who love to hang out and have fun, then your sign should definitely come off as being cool, possibly hyped and fun.

People can formulate an opinion about your business in a split second. With just one glimpse, customers can be drawn to your business based on the quality, clarity and attractiveness of your signage. Even the quality of the material you use for your signage is used to judge the quality of the products and services you may offer. Ensure that your sign displays quality (in design, message and material), clarity (use suitable fonts), personality and professionalism.

Scott Quinlan is a business branding consultant with a marketing background. His articles mainly appear on business blogs. Visit ImpactSigns.com to get more ideas for your business branding.