Using Signs to Build Brand Awareness

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| 13 Feb 2019
Using Signs to Build Brand Awareness

No matter how top-notch a business’ actual services may be, brand awareness is a key factor that can make or break its success. We all know that certain brands are instantly recognizable from the splash of their iconic logos across products and TV screens, but brand awareness can be built with something as simple as a well-designed and strategically-placed physical sign.

Signs of Substance

Part of establishing your brand as a go-to staple for a given market comes down to raising awareness of what you have to offer. Potential clients can drive past a business’ flashy, eye-catching sign every day and remain unaware of how that business may be relevant to their needs. That’s not to say that a simple, fuss-free sign displaying your business’ name doesn’t have its place.
However, if you feel that your business name doesn’t speak for itself, you may want to consider incorporating more information into your sign’s design or having more than one sign (provided a cluttered look is avoided). For instance, you can use signs to advertise specific products or services that are staple, stable components of your brand. A custom design can increase the memorability of your sign’s lettering or layout when designed to include on-brand imagery with aesthetically pleasing elements, such as complementary colours or textures.

Signs to Suit Your Needs

It’s important to not take a “one-size-fits-all” approach to your choice of sign style. While one business’ use of signage may have stood out to you as being particularly memorable or successful in building that brand’s awareness, every business’ needs are unique. Some considerations that can impact your choice of signage include your business location’s visibility, message versatility, and the benefits of unique customization.
Let’s take a look at a few options that can address your business’ brand-building needs.


When considering signage, it’s important to factor in the location of your business and how this impacts a potential client’s first and ongoing impressions of your brand.
Pylon signs show their fullest potential from far distances. While perhaps not the best to put on a small, quiet street corner, these signs can act as a much-needed landmark and instill confidence in your brand—clients will appreciate the ease of access and not having to hunt down your address.
Illuminated channel letter signs, like pylon signs, are another good option for areas with lower visibility. These signs broadcast a brand around the clock and shine bright in under the worst of weather conditions. In addition to acting as a memorable landmark, illuminated signs lend your business the impression of an established, professional appearance.
Directional and wayfinding signs are an even more practical way to ensure your business is literally not “lost” in a busy crowd. The presence of these signs alone can promote the sense that your brand is reliable—after all, nothing is more frustrating than attempting to access a business’ services and finding yourself having to wander outside a poorly marked building or plaza aimlessly. It’s far easier to instill trust in your brand when a client’s first point of contact is hassle-free. Signs used to direct clients can also help to lessen foot traffic cluttering up certain areas and gives the impression that your business is established and organized.
Moreover, interior office and braille signs will give clients further confidence in your business as soon as they set foot in the door. Simple and accessibility-friendly signs that mark the location of bathrooms, hallways, and stairs only serve to bolster your brand.


While some businesses have a single, tried and true brand message to get across, others rely on signage that can regularly update messages for current and potential clients.
Some older sign styles—such as those with rearrangeable and removable letters—can appear too outdated for some businesses. That being said, readograph signs are a viable option if your business requires message versatility and if this simple, traditional style aligns with the rest of your branding.
LED signs are better suited for reading at closer distances than some other sign options, as they display digitized messages. However, their bright quality will still work to make your brand message pop. If your business goal is to draw client interest with temporary promotions, sales, messages, or updates, LED signs can be quickly and easily updated while also boosting interest in your brand, especially among regular, passing commuters.


Sometimes, less is more with an aesthetically pleasing, well-placed design that highlights your unique brand.
Custom metal letter signs are designed to make your brand stand out, big and loud, while maintaining a professional appearance due to their durability under Canada’s harsh weather conditions. You can have your logo carved in a variety of metal materials, depending on the style that is consistent with your brand. A unique logo in a three-dimensional style is both visible and memorable for potential clients. Metal or acrylic plaques made using cutting-edge engraving and etching technologies are beautiful additions when customized for branded signs. They lend a polished appearance and can further show your business’ value of excellence when used for commemorative or award displays that appreciate past or present donors or outstanding employees.
If needed, you can customize your signage to align with styles specifically designed for schools boards’ and churches’ unique needs. Even construction project signs can turn an in-progress real estate construction site into a talking point of interest for potential clients (such as tenants or investors) when presented in an eye-catching and informative way.

Next Steps to Build Your Brand

If you’re looking to further build your brand and attract clients, or simply want to learn more about the best options available for your business, look no further than New Style Signs. With over 50 years of experience supplying high-quality signs across Toronto, Mississauga, and Brampton, our sign specialists will work with you to refine and realize your vision in building brand awareness.
To get started, call New Style Signs at 905-363-0101 or contact us here to request an estimate.

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New Style Signs

New Style Signs produces creative and high quality custom signs for companies throughout Southern Ontario!

6635 Kitimat Road, Unit 35
Mississauga, Ontario, L5N 6J2

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