In today’s hyper-competitive markets, brands need to hustle to create a great impression on their consumers. A brand’s identity isn’t restricted to or limited to what the company is communicating with its audience. The real identity of the brand lies in what the customers are talking about it amongst each other.

As Scott Cook says, “A brand is no longer what we tell consumers we are – it is what the consumers tell each other it is.”

The dynamics of the market has been evolving ever since its inception. There are no constants in today’s volatile market. Corporate branding today is far much more than just the logos and colour schemes. An effective corporate branding plan needs to encompass everything from brand image, brand logo; brand identity to brand recollection and all of this extends to the signage that companies use in their office campuses or for advertising
purposes. Signage is the reflection of what the brand stands for and what it has got to offer thereby establishing a positive brand image in the consumer’s mind.

The Need for Signage
Signage is a graphical representation of the information that a brand wants to communicate. Every day, we come across a plethora of signage in our day to day life. Be it on the streets, in offices, railway stations, airports, or shopping malls; signages are used for a variety of purposes – directional indications, safety indications, entry and exit signs, informational purposes etc. These can be in the form of mounted boards, decals, floor imprints, wall
hangings etc.

The purpose of signage is to provide information. This information varies from audience to audience. It can be in the form of advertisements – the hoardings you see, display names, wayfinding, warning, and safety etc.

Signage and Corporate Branding
“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” – Michael Eisner

Signages play a vital role in building a brand’s image. It is an extension of what the brand is. Being the first point of contact with the consumers, brands cannot neglect the use of effective signage.

A well-designed signage as a corporate branding extension needs to have these three things:

  • An invigorating graphic image
  • Consistent application of brand graphics
  • Strong communication of brand standards and values

Flexible signage is a modern way for the brands to connect with their consumers. The signages can help the brands tell the consumers who they are, what they do, and their values.

At a high level, signages are bifurcated into indoors and outdoors categories. The outdoor signages are used to create a brand identity by providing information about the brand and its products and services. They facilitate recognition and awareness amongst the target consumers. On the other hand, the indoor signages are used for the purpose of creating a
brand experience.

Signage in Corporate Branding

Signages are the most innovative way to connect with the target consumers in this age. By incorporating signages in the corporate branding scheme, brands can take advantage of the following benefits:

1. Brand Recollection

The most important thing for a brand’s success is the recollection of the brand in the consumer’s mind when the consumers are out making a purchasing choice. A thoughtfully designed signage can help in connecting with the consumers at a deeper level.

2. Tell the Brand Story

The best way to connect with the target audience is by telling them the brand story. Signages can be used in reaching out to the consumers with the story. Brands can engage their audience by telling them their brand story and capturing their attention not just towards the product or service but also towards the company at large. You would see companies like Nike telling their “Just Do It” story through their signages at events like marathons.

3. Customer Engagement

Customer engagement is a critical factor in any brand’s success. Signage makes it easier to connect and engage the consumers. Brands can build a large following by captivating the consumer’s attention in a varied way through the use of graphical signages.

4. Brand Building

Every activity undertaken by a brand should and does lead to building the brand in the market by making it stand out amongst the crowd. The signages communicate and carry the brand image and core values. More often than not, even today, brands overlook the importance of incorporating effective signage in their corporate building plans. People fail to understand the effectiveness of signage in connecting with the target audience. Effective use of signage helps your brand in connecting with the consumers as a brand rather than just a particular product or service that they sell.