We live in a world where everything seems to be going digital – ads pop up on our screens, social media feeds are full of marketing, and businesses spend a fortune trying to be seen online (maybe that’s something you’ve already done too). But the thing to remember is that when it comes to local businesses, physical branding definitely still matters, even today. And the truth is that it might be even more important than ever.
You know that already – what about when you walk down the street and see a store or cafe with a beautifully designed sign? It really makes an impression, doesn’t it? You’ll remember it. You might even walk in just because it looks inviting or interesting. And that is exactly the power that physical branding has. With that in mind, keep reading to find out more about why physical branding still matters for local businesses.
First Impressions Can Happen Offline
Of course, a lot of people google things before they visit somewhere like a store, but do you know what’s just as powerful? The quick decision they make when they see your storefront – if your business has a good visual identity (things like good signage, clear branding, an uncluttered storefront and so on) then you’re going to persuade them to come in more often than not. After all, if someone walks past a competitor and the storefront doesn’t look as good as yours, who are they going to choose? It’s likely to be you.
People Trust What They Can See
The internet is a dangerous place, and it can be difficult to know whether or not you’re falling for a scam or getting involved in something that’s not entirely legitimate. But a well-established local business with professional branding is a completely different story, and it shows how credible and real you are from all angles – literally.
A physical presence makes you feel as though you’re real (which you know, but which your customers might not be one hundred percent sure of, especially if they’ve had issues online before), and that’s comforting as well as something that can build trust and loyalty. Having banners and signs outside your business is something that shows people that you’re there and you’re part of the community, and it shows that you’re here to stay, which is something else that can be a worry for people, especially if they’re buying high-end goods and things that come with a guarantee.
It Helps With Word-Of-Mouth
Word-of-mouth advertising is one of the best marketing tools you can have – it’s free, for one thing, and because it comes about due to positive customer experiences and loyalty, it’s something you can pretty much rely on. What is it? It’s when a happy customer recommends your business to someone else – it’s not cost you a penny, but it could bring you a lot more business, especially if those people tell other people who tell other people and so on.
A strong visual presence is something that can really help because it helps people remember you (if you’re easy to forget, they’re not going to tell anyone about you, are they?). Even if they don’t need your product or service right now, they’ll remember you when they do, or when a friend, family member, or colleague mentions that they do because good branding is something that sticks in people’s minds.
Something else to bear in mind is that the more recognizable your branding is, the more likely it is that people will trust you, and that includes when they see you online, meaning that you’re already part of the way there when it comes to your digital branding and marketing as well. The key is to make your physical and digital marketing work together, which is why it’s best to have both, even if you don’t think you need it.
You’ll Get Local Awareness
If you’re running a small business, you don’t need to reach millions of people – you need to reach the people in your town, city, neighborhood, etc. You need to reach the people you’re actually wanting to sell to. That’s where physical branding beats digital advertising methods hands down – no question. The problem with online ads is that they can so easily get lost in the sea of other similar ads, but that’s not going to happen when you’ve got a great shopfront or some good signage placed in the right areas – that stuff is basically impossible to ignore.
And don’t forget about local events either. Markets, fairs, community events, charity parties… these things are all fantastic places to showcase your brand, so you’ll need a well-designed stall with great, clear branding so people can see it and want to know more – that’s another reason to get some good signs and banners made, and then you won’t waste the opportunity in front of you.
Branding Shows Your Personality
Your physical branding isn’t just about looking professional – it’s about showing off who you are and what your business’s personality is. Why is that important? It’s because that’s what’s going to make you stand out from the crowd and it’s what’s going to persuade people that you’re the right business for them to work with or buy from.
You’ll need to think carefully about the right choice of colors, fonts, and images, as well as the general layout – getting that right means all the difference, and getting it wrong could even drive people away (to your competitors, which is the last thing you’re going to want). You’ve got to tell a story, and if you can do that and show your personality, you’ll be seen as authentic and that’s really the key to everything in the end.
It’s 24/7
Online ads might do a lot of good, but they disappear every time a page is refreshed, social media pages get lost in the crowd, and people can just switch off. A good sign, however, will do its job 24/7, no matter what.
Think about this – even when your business is closed, people will still see your signs, whether they’re on the front of your store, on a vehicle, on a billboard, or on the street. They’ll be able to see your message all the time and take in the information, even if it’s subconsciously – then they’ll remember it. What could be better than that?
