Is Custom Signage Effective for Businesses?

Quality, custom signage may seem like a luxurious purchase that won’t contribute much to your bottom line. But what if we told you it was the single most important factor of both your business and marketing efforts?

Well, it’s true! As for the reasons why, some are obvious and others are surprising! Let’s dive into the ways custom signage is effective – and essential! – for your business.

Identity Group is committed to creating innovative and timeless solutions for our clients, from corporate lobby and office signs to custom retail display signs. Let’s build something great together. Contact us!

Differentiation, a.k.a. Branding

Is your business unique? The oldest or the best value in the industry? Do you have a beautiful origin story or a one-of-a-kind logo? It would be such a shame to not have what makes you, you as the first very thing your customers see when they drive by or walk in your office.

Even if you are not in the business of fast-food, you likely associate the Golden Arches, the chicken logo, and freckled girl with pigtails with their respective business’s names before you ever see the words McDonald’s, Chick-fil-A, or Wendy’s. Obviously, strong branding and custom signage go hand-in-hand!

All-Around Quality

What’s wrong with a generic, run-of-the-mill sign you might ask? Well, do you want your customers to believe you are just a run-of-the-mill business? Exactly! You are proud of your business and the products or services you offer, and you want your every strength you have to be reflected as such.

Your sign communicates your quality. A custom-designed sign exudes quality from the design to the materials, and your customers will notice! Just think of the repercussions if your sign isn’t legible, isn’t visible, or – even worse – is too plain.


Speaking of being plain, that’s the last thing you want your customers to think, especially if you are competing for their business! A poorly lit sign, for example, could cause your customers to overlook you altogether in their search and land, instead, in the arms of your competitor. In fact, 1 of 2 customers have driven by a business but failed to see it because the sign was too small or unclear!

Even if you offer the best of the best in your industry, if your sign doesn’t convince your customers that you are the best, you will lose quality customers. At the risk of sounding philosophical (You are a business person, after all!), if a tree falls in the forest and no one is around to hear it, does it make a sound?

Impulse Sales

Have you ever thought about the psychology behind Krispy Kreme’s blinking “Hot Now” sign? We don’t want to assume you are a donut-lover, but imagine that you didn’t even know you were craving a donut only to see the red glow of their sign indicating donuts are fresh out of the oven and ready to be savored. You might change lanes or jump the curb because, why not?!

Krispy Kreme has harnessed the concept of impulse buying by appealing to what a customer doesn’t realize they want, but once they consider it, they can’t help themselves! How you might wield the power of impulse buying to your business’s advantage is entirely up to you, and a custom sign that captures your brilliant idea will do just that. Simply think about what would turn your head, and you have the makings of an effective sign!

Identity Group would love the opportunity to craft signage that is right for your business. We are already an invaluable partner for some of the most iconic brands: Marriott Bonvoy, Amazon, and the NFL. Contact us today!