Notice to All Employees: How to Use Signage to Solve Branding Problems in Business Part 4

“There’s barely a product or service on the market today that customers can’t buy from agreement-3489902_640.jpgsomeone else for about the same price, about the same quality, about the same level of service and about the same features.” This insight provided by Simon Sinek, author of Start with Why tells us that although you may offer a wonderful service or product, chances are what you are offering is not unique. 

This may be discouraging for employees and employers alike, but it doesn’t have to be. In fact, it can provide you with a clue as to why your customers come to you and continue to come to you in the first place. 

One saleswoman sat down with a potential client and explained the services that their company offered, how they could help that client, and how the services would make a difference for him. However, the conversation was not just a list of details and services. It was more than just making a sale, getting a commission, or adding another customer to the list. More than anything the saleswoman focused on making friends with the customer and genuinely caring about who they were and what they needed. At the end of the conversation, the customer looked at the saleswomen and said, “I want to work with your company. It’s not because of your services or your prices, it’s because of you.”

What does this story tell us? Well, like Sinek’s analysis, this story too tells us where to look for why our customers work with us. You see, with customers it’s all about the connection. 


While this understanding can make a difference, just having this knowledge is not enough. It must be applied. When customers are in the store, there are some simple ways to make this connection. Just read any number of inspirational books like How to Win Friends and Influence People or How I Raised Myself From Failure to Success in Selling for a number of powerful in-person tools. 

But what about those who have yet to cross your threshold? What about those pulling up to your store or business for the first time? 


If customers don’t believe in you,Chris Brady, New York Times bestselling author, CEO, and speaker advises that in order to connect with your customers, you must figure out their problem and sell them the solution to their problem. How do you do this? Well, he says that step one of selling your solution is selling yourself. They have to believe in you and that you know what you are doing. If customers don’t believe in you, they certainly won’t believe in your product. 

How Can Sign Solve This Problem?

first american title company lobby sign
Lobby Sign Design, Manufactured, and Installed by Landmark Signs Inc.

A top sign can improve your branding by showing that you are credible, knowledgeable, and dependable making it easier to connect with your customers. Let’s see how:

Signage: Connects with Customers

Martin Luther King Jr Pole Sign
The Martin Luther King Jr. Sign by Landmark Signs Inc.

If it’s important to sell yourself, then you have to make sure that everything about your company echoes that your company is valuable. Signs can tell a story of who your company is and what it values. Like we have discussed before, each sign type sends a different message. And if you have the right sign, your sign can send virtually any message you want. You can show that you are an expert in your field, that you are trustworthy and reliable, that you are caring and kind, and a variety of other messages that will directly connect with customers. 

How important is signage in connecting with customers? A recent study showed that a large majority of your business will come from within 5 miles of your store. Furthermore, if found that “the average person will see your sign about twice per day, or about sixty times a month.” That’s sixty chances a month to make a connection with your customers! Opportunity after opportunity to show customers what your business stands for.

Zae's Boutique Business Sign
Zae’s Boutique Business Sign by Landmark Signs Inc.

Take a second and put yourself in the perspective of a consumer. Now, go stand outside and look at your sign. And when you do, ask yourself, what would I think of this business based solely on its sign? Would you trust them? Do they look like experts? Do they care about their customers? Or does the sign make you feel like the business is flaky, cheap, or unreliable? If so, that’s sixty negative impression made on customers every month. Or, if you don’t have a sign at all, that sixty missed opportunities to make a connection with customers!


Using signage to connect with customers is a powerful way to improve your brand. Often, a sign is the first impression your business makes upon customers and can be the deciding factor for whether or not a customer will use you services or buy your products. If you want to improve your own sign of put one up in the first place, call of email Landmark Signs today. 

Landmark Signs


Experience and innovation have been the backbone of Landmark Signs for more than 40 years.  Located in Orange and servicing all of California, our services include sign design, sign manufacturing, and sign installation.  Choose our specialized sign expertise to turn your ordinary sign into a Landmark!

Copyright Landmark Signs Inc 2019

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