Get Your Brand And Marketing Messages Right – Your Signs Say A Lot!


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Streetfood Chef sign

It never fails to amaze me how many businesses think that their brand is simply their logo, their signage and their marketing materials. They spend lots of time and money on these things and think that will do! Of course, those things are important, but your ‘brand’ is much more than that!

I like the definition that your brand is what your customers say it is! It’s EVERYTHING that you do (and don’t!) and that means it’s everything that they see, hear, read and ‘feel’ about that business… and a key element of that are the signs that are on display!

Signs in and out of businesses often say a lot about the ‘culture’ of a business – they reinforce key messages to customers and staff, both good and bad (and consciously and non-consciously!)

Here’s a great example from a forward thinking business here in Sheffield called The Street Food Chef. It’s a sign that is up in their restaurant for all to see and one that has been doing the rounds on social media too!

I think it does a number of things…

  • It politely informs customers of what’s going on.
  • It shows they care about them.
  • It shows that they care about their staff!
  • It publically recognises their staff
  • It makes the staff feel valued!
  • It reinforces the importance they put both on their customers and their staff!

It’s also worth pointing out that it’s about the messages that aren’t necessarily seen by customers, but are seen by staff -  I once accidentally worked into the staff room of a restaurant rather than the gents and saw a note on a white board next to all the weekly figures saying ‘well done guys, we really screwed those customers this week’! What message does that send to staff?

Have a look at your business – what ‘messages’ are you sending, both to your people and your customers?

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


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