Building brand awareness, one sign at a time

min read
Building brand awareness, one sign at a time
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A Brand is more than just a logo. It is an impression customers have about the business and its products. Brand awareness gives businesses an upper hand over its competitors, and signages can play a vital role in this process. Signage is often the first interaction a customer has with a brand when they step into a retail environment. While it may seem like a simple element, it is, in fact, one of the most effective methods of building brand awareness.  

Signages present an excellent opportunity for businesses to make a strong first impression on potential customers. As the old saying goes, "First impressions matter," and well-designed, eye-catching signages can leave a lasting memory in the minds of passersby, leading to better brand recall and recognition.  

Moreover, strategically placed signages act as magnets, drawing in foot traffic and encouraging people to explore the store. They not only create awareness but also have the potential to drive sales by showcasing the brand's unique selling points or current promotions, thereby increasing overall revenue growth.  

Another advantage of signages is their continuous visibility, providing round-the-clock exposure for the brand, which enhances brand familiarity among consumers. Investing in high-quality signages is a one-time cost that yields long-term benefits, making it a cost-effective marketing tool compared to other forms of advertising that require regular payments. Additionally, clear and visible signages make it easier for customers to locate the brand's store, especially in crowded retail areas, enhancing the overall shopping experience and leaving a positive impression on customers.

Innovative Signage Techniques

The market offers a plethora of signage materials and methods, catering to various budgets and requirements. Among the innovative techniques being promoted by Channelplay, the following stand out:

  • ACP Signage with Stainless Steel Letters: ACP (Aluminium Composite Panel) signage with stainless steel letters provides reliability, lightweight properties, and durability. This combination offers a premium and sophisticated look to the signage, making it appealing to customers.
  • Retro Reflective Flex and Vinyl Non-Lit Signboards: These cost-effective signboards are easy to maintain and suitable for places where access to power might be challenging. The retro-reflective material ensures high visibility even in low-light conditions, maximizing the signage's impact.
  • Night Glow Vinyl: For non-lit signboards, night glow vinyl provides a smart and eco-friendly solution. These boards get charged with solar energy during the day and glow at night, eliminating the need for power sources or complex lighting arrangements.

Essentials of Signage Deployment in a retail sector

We bring forth a compiled list of recommendations that are essential for making any large-scale execution a resounding success. Whether you are a big retail brand or a smaller establishment, these key points will help you optimize your signage deployment process.

Operations: Planning for success

The first step towards a successful signage deployment project is meticulous planning. This involves several crucial aspects that need to be carefully addressed:

a. Expert Visual Merchandising Team & Partners: Building a strong team with expertise in visual merchandising is vital for the project's manpower resourcing and scheduling. Having skilled professionals who understand the art of visual storytelling and can effectively showcase products is essential.

b. Understanding Brand Requirements & Guidelines: Signage must align with the brand's image and guidelines to maintain consistency and reinforce brand identity. Understanding the essence of the brand and incorporating it into the signage design is essential.

c. Finalizing the Work Order/Scope of Work: Clearly defining the scope of work helps optimize costs and budgets. It ensures that everyone involved is on the same page regarding the project's objectives, timelines, and deliverables.

d. Aligning Professional Regional Vendors: In a large-scale deployment, working with regional vendors is common. However, it is essential to ensure that these vendors meet professional standards and can overcome any infrastructure hurdles specific to their regions.

e. Devising a Day-wise Plan: A well-planned day-to-day execution plan is necessary to ensure a smoother and timely installation process. This helps in avoiding delays and ensures that the project progresses as scheduled.

f. Determining Quantity Based on the Work Order: Understanding the quantity of signage required based on the work order is crucial for managing inventory and production efficiently.

Site/Location Survey (Recce): The foundation of success

The success of any signage deployment program heavily relies on a comprehensive site survey or reconnaissance. This is a critical process that entails the following:

a. Effective Route Plan: A well-thought-out route plan is necessary to ensure that the vendor team can cover all the locations within the predefined timeframe. Efficient route planning minimizes travel time and maximizes productivity.

b. Retail Profiling: Understanding the on-ground availability of retail stores is essential. This includes identifying the right stores and locations where the signage will have the most impact.

c. Determining the Right Signage: Based on the space availability in each store, it is crucial to identify the right type and size of signage that will fit perfectly and attract the customers' attention.

d. Identifying Installation Requirements: During the site survey, it is important to identify any specific requirements or challenges related to the installation process.

e. Taking Actual Size for Creative Adaptation: Accurate measurements are crucial for designing the signage creatively and producing them with precision.

f. Supporting Digital Photographs: Providing digital photographs as references during the design phase helps ensure that the final output aligns with the site's specifications.

Production & Installation: Bringing the vision to life

The production and installation phase are where the vision of the signage comes to life. However, it is essential to proceed with caution during this stage, as it involves significant effort and cost. Key elements of this phase include:

a. Finalizing the Message Content: The messaging on the signage should be clear, concise, and in line with the brand's communication strategy. The right words and visuals can have a significant impact on potential customers.

b. Artwork Adaptation based on Brand Guidelines & Site Recce: Adhering to brand guidelines while adapting the artwork ensures consistency and maintains brand integrity. Incorporating insights from the site recce also helps tailor the signage to each location's unique characteristics.

c. Conducting a Pilot Roll Out: Before proceeding with the full-scale deployment, it is prudent to conduct a pilot roll-out to validate processes and procedures. This allows for any necessary adjustments or improvements to be made before the final implementation.

d. Training the Field Team: The field team responsible for the installation should receive comprehensive training to handle any potential challenges on-site. Properly trained teams can tackle unforeseen obstacles efficiently and keep the project on track.

e. An Exclusive Project Team for End-to-End Coordination: Assigning a dedicated project team for seamless coordination with the client and regional teams ensures smooth execution from start to finish. Effective communication and collaboration are vital for a successful outcome.

Reporting: Tracking progress and ensuring quality

The reporting phase is crucial for tracking progress, identifying areas for improvement, and ensuring the quality of work delivered. Channelplay offers a comprehensive online reporting system that provides real-time updates on the project's various stages. The key benefits of this reporting system include:

a. 100% Real-time Reporting: The store survey and recce report are updated in real-time, allowing stakeholders to access the most current data and insights.

b. Visual Photographs for Design Reference: High-quality photographs captured during the site survey serve as invaluable references for the design team. These images help in creating signage that fits perfectly with the store's layout and ambiance.

c. Client Access for Real-Time Feedback: The reporting system allows clients to provide immediate feedback and suggestions, fostering a collaborative approach to the project.

d. Customized Graphical Representation: Program status and progress are visually represented through the reporting system, making it easier for stakeholders to grasp the project's overall status at a glance.

e. Quality Assurance: Every installation is thoroughly checked in the field and documented through online reporting. This ensures that the signage meets the highest standards of quality.

The constant visibility of signages ensures that the brand remains at the forefront of consumers' minds, fostering familiarity and loyalty over time. Moreover, the innovative signage techniques offered by Channelplay open up exciting possibilities for brands to stand out and make a lasting impact.

As a one-time investment, high-quality signages prove to be a cost-effective marketing tool, delivering long-term benefits for businesses. With their ability to guide customers and enhance the overall shopping experience, signages act as indispensable silent salespeople, tirelessly working to elevate brand awareness and growth.  For retail brands seeking to leave an indelible mark on their customers, harnessing the potential of signages is an essential step toward building a successful and recognizable brand identity in the competitive market landscape.