Signs of Success^®

What does your sign say about your business? Besides letting consumers know where your business is located and what your business does, your exterior sign tells potential customers a lot about your business.  The condition of your sign can mean a lot of different things to consumers. 

Exterior sign maintenance plays a critical role in shaping customer perceptions about your business. From creating a positive first impression to fostering trust and credibility, well-maintained signage communicates professionalism and attention to detail. We explore the direct correlation between the condition of exterior signs and customers’ perceptions of a business, highlighting the importance of regular upkeep in maintaining brand reputation and attracting clientele.

First Impressions Count

The saying, “You never get a second chance to make a first impression,” rings especially true in the business world. Your exterior signage is often the first thing potential customers see and use to decide if they’d like to visit your business. A clean, vibrant, and well-maintained sign immediately communicates that your business is professional and reliable and that you take pride in your business’s appearance. Conversely, a faded, broken, or poorly maintained sign can suggest neglect and loss of interest, potentially turning away customers before they walk through your door. According to a brandongaille.com article,

“Half of all customers who come into any business do so because of the sign that is displayed out front.”  

Brand Image and Reputation

Your exterior sign is an extension of your brand identity. Consistency in branding, including the quality and state of your signage, reinforces your brand’s image and reputation.  Well-maintained signs reflect your company’s identity positively, indicating that you value quality and consistency. This consistency translates into a strong brand image, essential for your business sign to stand out in a crowd.

Attention to Detail

Customers often draw their conclusions about the quality of a business’s products or services from their attention to detail in other areas. For example, excellently maintained signage suggests to consumers that your business pays attention to all aspects of your operations. This perception leads to customers believing that your business will exhibit the same level of care and detail in its services or products.

Trust and Credibility

Trust and credibility are the foundations of customer relationships. Well-maintained exterior signs play a role in developing these qualities. They suggest that your business is established, invested in your public image, and committed to high standards. This can prove particularly important for new customers looking for signs of reliability and professionalism before engaging with your business.

Navigation and Accessibility

Clear signage with high visibility is essential for helping customers easily find your location. This is particularly important for businesses in congested areas or complex premises. Properly maintained signs improve overall customer experience by reducing frustration and ensuring customers can navigate your business without problems. Accessibility enhances customer experience right from the beginning.

Safety and Security

Properly maintained signs are also a matter of safety and security. However, it is essential to inspect your signs for any safety issues during regular maintenance checks, including checking for any loose mounts. Also, regarding safety, illumination makes a huge difference, not only for safety reasons but also, well-lit signs make it easier for customers to locate your business after dark. 

Maintaining your illuminated signage is especially important, as well as making sure neon tubes are functioning correctly, and all bulbs are lit in your signs. Nothing makes your sign look worse than burned-out lights. Retrofitting your illuminated signs with LED bulbs can help your sign stand out even more with the bright white light that LED lights emit. LED bulbs also last longer than incandescent bulbs. Over time, replacing your older LED bulbs is recommended, as their brightness can fade. Well-maintained and well-lit signs signal consumers that you care about their safety and security, which can make a significant difference in customer experience, especially in areas where safety may be a concern.

Competitive Advantage

Gaining an edge over the competition in a highly competitive business market is crucial. Regularly maintaining your exterior signage can clinch that competitive advantage, making your business look more appealing and accessible than brands with dirty, poorly maintained signs. Customers are far more likely to enter a business that appears professional and well-cared-for over one that appears neglected. 

Customer Satisfaction and Loyalty

Positive customer experiences begin the moment a customer first interacts with your business when they first catch sight of your exterior signage. Consistently well-maintained signs contribute to an overall positive customer experience, enhancing customer satisfaction and fostering brand loyalty. Satisfied customers are more likely to return to your store and recommend your business to others.

Cost Considerations

While proactive sign maintenance requires an investment, it is often more cost-effective in the long run than reactive repairs. Regular cleaning and upkeep can prevent minor issues from becoming major problems, extending the lifespan of your signage and reducing the possibilities of costly repairs. Maintaining your signage can also prevent potential liability issues related to damaged or poorly lit signs. Some sign companies, such as YESCO, offer maintenance services to keep your signs performing optimally. 

Best Practices for Effective Exterior Sign Maintenance

Implementing an effective exterior sign maintenance program involves several vital strategies. These include:

• Regular Inspections: Conduct routine inspections to identify and address wear and tear immediately.
• Train Staff to Report  Issues: Implement a program that trains your staff to identify and report any sign-related issues promptly. Your staff sees your sign almost daily and quickly notices if something doesn’t look right. Early reporting will help initiate maintenance procedures, preventing negative customer reactions and eliminating safety hazards.

• Cleaning: Clean your exterior signs from dirt, grime, and pollutants that can degrade materials over time.
• Lighting Maintenance: Ensure all lighting is functioning correctly and replace any burned-out bulbs promptly.
• Repairs: Address any damage immediately to prevent it from worsening. 
• Professional Services: Hire professionals for proactive maintenance services to ensure the highest standards of care.

By prioritizing the maintenance of your exterior signs, you can ensure that your business consistently projects a positive, professional image that attracts and retains customers. In today’s competitive landscape, your exterior signage’s health can make all the difference in how your business is perceived, ultimately affecting your brand’s overall success and growth. Contact YESCO to discuss maintaining your most important marketing tool!