Is it Time for an Outdoor Signage Update?

The "when" of updating outdoor signage can be tricky to navigate. Outdated signage reflects poorly on your brand and your businesses, but change for the sake of change is no better. Constant change creates the impression of instability, and it can make your building difficult to identify. Today, we'll take a look at some situations where a change makes sense.

Do you have a new brand identity?

Any significant changes to your branding should be reflected in an update to your outdoor signage. New logos, new colors, or a change in name should immediately be applied in your signage. Inconsistency is the brand killer. If someone visits your website and sees one logo, they will be expecting to see the same one at your physical location. Any discrepancies will come across as confusing or unprofessional.

Is it incorrect?

Any aspects of your signage that are no longer accurate should be removed quickly. Like a shift in branding, a shift in goods and services provided or change in location warrants a signage update. The potential repercussions in this situation are also similar to the previous scenario; out-of-date information can confuse potential customers and it reflects poorly on your business if you cannot even communicate what you do.

What if there wasn't a big change?

The prior examples represent the kind of changes to a company that are planned well in advance (hopefully!), but sometimes signage warrants an update even if it is accurate. When deciding to update accurate signage, consider the condition and style. Signage that shows tremendous wear-and-tear can become difficult to read, eliminating the purpose of it in the first place. Shabby signs aren't necessarily the mark of a shabby business, but some consumers won't give you the opportunity to prove that. So if your signage is rough around the edges, an update is in order. When it comes to signage styles, some are timeless and some definitely have an expiration date. If your business signage is draped in the trappings of last decade, it's probably time for a new brand identity and subsequently new signage.

Can you be doing anything better?

Sometimes despite your best efforts, your signage just isn't producing the results that it should be. While it is important not to be hasty when coming to this conclusion, sticking with bad signage is never a good choice. Still, a full update may not be necessary in this case. Consult with signage and marketing professionals about whether shifting the location or making a minor design change is an option.

Updating outdoor signage is a double-edged sword. Doing it too frequently is costly and can confuse consumers. However, doing it too sparingly can result in a confusing and unprofessional public image. Like many marketing efforts, moderation is essential. As always, don't be afraid to ask a local professional if you're still unsure whether you need to update your signage or not!