Whether it’s inviting people into a bricks-and-mortar store or flashing up a big announcement on a small screen, signage plays a vital role in how businesses communicate

For many businesses, the goal is simple: attract customers to a product, service, or location. While the digital world may seem to dominate customer attention, physical signage is still an integral part of communication. Dealers have an opportunity to guide their customers toward the right mix of physical and digital options that not only draw attention but also build brand identity. Here’s how to help customers create a signage package that works.

Personality on the Pavement

It may not be flashy, but the A-frame board remains a timeless tool for attracting foot traffic. Positioned outside bricks-and-mortar stores, cafés, or restaurants, these boards offer character and charm. A customisable and cost-effective way for businesses to engage with customers, they serve as a storytelling tool, with many businesses photographing their boards and sharing them on social media to extend their branding online. For independent or boutique businesses in particular, the handcrafted, handwritten nature of sandwich boards adds an artisan appeal and a sense of authenticity that digital signage often can’t replicate. Dealers can support customers by supplying durable A-frames, providing design advice, and even suggesting weatherproof materials to keep messages looking fresh.

Branding Beyond the Storefront

Signage goes far beyond the interior of a store, with window decals, door graphics and vehicle wraps extending a brand’s presence into the wider community. Large storefront graphics offer high visibility, instantly communicating what a business is about – even to people who may never step inside. Vehicle graphics take this a step further by turning delivery vans, service vehicles and company cars into mobile billboards that keep the business top-of-mind wherever they go. Removable decals also provide seasonal flexibility, allowing businesses to highlight promotions, events, or limited time offers without making permanent changes. Dealers can add value by guiding customers in designing graphics that strike the right balance between clarity and creativity, while also recommending durable materials that can withstand the elements and everyday wear.

Signs That Stand Alone

Freestanding signs may not need to rival the scale of the Hollywood sign, but they can make a powerful impression in the right setting. Whether positioned in reception areas, lobbies, or outdoor entryways, these signs act as both functional wayfinding tools and striking statement pieces that elevate a brand’s presence. Unlike wall-mounted signage, freestanding or 3D signs command attention from multiple angles, creating a strong visual focal point. Businesses looking to highlight their values or stand out from the crowd can explore unique finishes – such as recycled metals, reclaimed wood, or sustainably sourced timber. Dealers can guide customers by recommending designs that balance durability with aesthetics, helping them select materials that align with their brand story, and ensuring proper placement to maximise visibility. In many cases, these freestanding signs double as art installations, offering not just information but also an experience that customers remember.

In a noisy, distraction-filled world, effective signage cuts through the clutter. But for signage to truly be effective, it needs to function as a unified system rather than a collection of disconnected pieces. Dealers can add significant value by helping customers view signage as part of a larger brand experience that communicates consistently across every touchpoint. This might include offering consultation services to assess customer needs, traffic flow and branding goals. Furthermore, dealers can also deliver ongoing support through maintenance, updates, and replacement options that keep signage looking fresh and relevant.