Good Signs for Business

NOTE: This is basically the EXACT SAME STORY that I published yesterday. The only significant difference is the sign in the photo. Yet, it makes all the difference in the world!

The Personal Experience Factor (big lever #2 in the Advertising Performance Equation) begins before your customer walks through your door.

It actually begins the moment your store comes into view from whatever distance it can first be seen. In some cases, this can be miles away. For example, the local Cabela's store in my town has their colors and logo on a big water tower that can be seen from about 10 miles away. 

For most businesses, this will be a block or two at most. In a mall, unless you have some outside signage, it will be walking distance and line-of-sight. 

So, what's the first mental image (FMI) of your signage? Does it set the stage for the experience you plan to deliver once a customer crosses your threshold? Is it sending some unintended messages?

I snapped this picture on a recent trip to Canada. Let's talk about it. 

Dental sign

(click the picture for a full-size pop-up view)

This business is located in a mall on the edge of town. It's down at the end of the mall where they put all the medical businesses. 

Please note: The answers to the following questions are purely subjective. We know that it is wrong to judge a book by its cover. Yet, we proceed to do it. I don't know the owner of this store. Perhaps we can help give the owner an outsider's perspective of the message being sent to customers.

What do you think? What do you expect when you walk through the door? What will the experience be like? Given the workmanship of the sign, what can you expect from the rest of the shop? From the staff? What will the attitude of the owner be? How will you feel about yourself if you purchase here? Will you tell your friends that you purchased here? 

3 thoughts on “Good Signs for Business

  1. Dennis Collins

    Clear. Clean. Classy. Concise. I already feel trust for this dentist without even knowing him. Who is his sign company? Someone steered the good doctor in the right direction.

  2. Dape

    This dentist has obviously spent a lot of money on creating an image that shows style. The practice is a focal point for customers or potential customers. Lets say I was new to town and was looking for a dentist I would probably use this type of practice simply because it looks inviting than the more conventional type surgery – frosted windows and brass type sign.

  3. Tomasz Jablonski

    The sign looks like that of a dentist that focuses on children. My initial impression is that this is the dentist to see after a visit to Willy Wonka’s Chocolate Factory.


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