Focus on Developing a Successful Commercial Sign System
By Mallory Lynn,
Marketing and Social Media Manager, Signarama Brighton
An established and well-thought-out brand and signage plan is key to any commercial or multifamily property that wants to get the right attention. Helping customers better understand and navigate all that’s available to them should be top of mind. To execute this vision, build a team of experts with proven track records that will align with your goals.
When it comes to a comprehensive sign package, there are many components to be aware of that should be included in your plans to make your facility cohesive.
Think exterior before interior with Building Signs and Monuments
Individuals have to be able to find the business before they can enter it. Monument signs are strategically placed at the entrance of a property or business. They are free standing signs, which are permanently fixed to the ground by a solid base. Being intentional with the design and layout of the monument is important because it creates a distinctive first impression.
Exterior building signs come in many shapes and sizes. What type of sign you can have on your building is contingent upon your lease and the sign code. These signs brand your business, giving it a sense of permanence. They need to be large enough to be seen from a distance and are often illuminated.
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Make it organized with Directional, Room and ADA Braille Signs
Directional signs organize the flow of foot-traffic in multi-tenant buildings or campus environments. These signs need to easily and clearly direct visitors to their desired locations.
American Disability Act (ADA) signs (often referred to as “Braille Signs”) provide the visually impaired the ability to read the information provided on the signs through raised tactile symbols, text, and braille. Commonly seen on Restrooms, these signs are now being required for elevator maps, common areas, individual offices, and more.
Set the tone with Interior Branding
Branding your name and logo throughout your interior space will make a memorable statement. With your logo being the first thing people see, your high level of professionalism is felt and subconsciously begins to build trust. From dedication plaques to dimensional logos, there are limitless options in making a brand pronounced.
With countless sign companies to choose from, it can be a daunting task to find the right partner with the right capabilities for your vision. Be strategic when selecting the creative team that is going to represent your brand.
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Reputation
When researching sign companies, it is essential to look through their completed job photos. Do they work with clients similar to you? Don’t just rely on websites. Make sure you scope out their social media platforms and check the reviews on Google or Facebook. You’re not only seeing what the good reviews say, but also how the company responds to bad reviews. Circumstances can arise in custom-built industries, so it is important to assess how a company deals with conflict.
Communication
Communication is key in so many aspects of business, especially when you are working with a vendor that has to coordinate not only with you, but also with other vendors and potentially the city. It can be hard to evaluate how a company communicates without working with them, but there are a few ways to gauge how information flows right from the start: How responsive were they to your original request? Is the team friendly and patient when asking questions? Did you receive your estimate in a timely manner? Does the estimate thoroughly describe the scope of work? These simple questions will help you to understand what being their client is all about.
Capabilities
Working with a Sign Company that has the ability to produce many different types of signs and offers multiple services will alleviate the need for more contractors to get involved in the project. Consider if the company offers project management and permitting services. Does the sign company provide installation or maintenance services? Assess whether the sign company provides graphic design services. Design can play a large role in simplifying the process and bringing the project to the next level.
Experience
When a proposal sounds too good to be true… it usually is. Look at their previously completed signs, if the paint is fading, the vinyl is peeling, or the faces are falling apart the quality and know-how are just not there. It requires industry-specific knowledge in best-practices to build lasting displays. Work with a team that has experience in your industry and has a proven track record of providing guidance and quality work.
Mallory Lynn is Marketing and Social Media Manager with Colorado-based Signarama Brighton, a woman-owned company with over 17 years of experience in the sign industry.
