How to Create a Brand Experience Using Print and Signs

Print and signs are all around us. They are an inherent part of our day-to-day lives, from the products we consume to the ways that we get from point A to point B. We see and interact with printed materials and signage routinely, sometimes without even realizing it. For businesses, print and signs are central to the customer experience. Whether it’s the printed menu at a bakery or the window sign advertising a new patient special at a dentist’s office, print and signs play a role in how people perceive, interact with, and experience your brand. When used appropriately, print and signs facilitate the experiences that make a brand memorable. Here’s how to leverage your print materials and signage to forge deeper connections and create immersive experiences for your customers.

Break through the Noise and Create a Connection

We see thousands of messages every day. As a brand, you want your messages to be the ones that stand out and drive customers to take your desired action. How can you break through the noise with print and signs? The key is to appeal directly to the customer. In order to grab—and hold—their attention, you must understand who you are talking to. What do they value? What challenges do they face? By including targeted messaging on your print pieces and signs, you open the door to creating a more meaningful connection. Consider a busy sandwich shop in an urban location. The owner knows her average customer has only a 30-minute lunch break. So, she uses sidewalk signs, window graphics, and fliers to advertise hot sandwiches made fresh in less than five minutes. It’s an example of a can’t-miss message with a value proposition that makes the shop’s target customer pay attention.

Bridge the Gap from Message to Experience

The beauty of print and signs as a marketing medium is that they go a step beyond relaying the right message. They also set the tone for an immersive brand experience. Take a coffee shop as an example. You spot a large storefront sign on a local coffee house you’ve never visited before. You decide to stop in, so you follow the signs to the designated parking area. When you walk in, the “line begins here” sign prompts you to wait behind fellow customers. You read the large menu on the wall behind the counter; then, you see a floor graphic advertising a new hazelnut caramel mocha and decide to order it. The “tap to pay” decal on the counter makes it easy to check out, and you wait by the “pick up here” sign while your drink is being made. You pick up your coffee in a branded cardboard sleeve and snag a rewards punch card off the counter before you leave. Immersive experiences aren’t only for retail-based businesses. Consider this if you are a consultant or a service provider, such as a real estate agent. You want to ramp up your marketing efforts, so you send a direct mail postcard about an open house to a targeted list of prospective buyers. The day of the open house, you park your custom-wrapped vehicle outside and set up a big “for sale” sign in the front yard, complete with a feather flag to attract attention. Every guest gets two things when they walk in the door: a brochure of the property and a branded pocket folder containing the listing information and your business card. You get the winning offer, and you send the new homeowners an agBox—a branded gift box filled with swag and goodies—to celebrate.

Bring Your Brand to Life in Meaningful Ways

Consider the role your printed materials and signage play in creating your brand’s unique customer experience. Are your messages aligned with your customers’ needs? Are you utilizing all of the print and signs tools at your disposal to create that immersive experience? At AlphaGraphics on Camelback, we’re here to help guide you through your choices and find the right print and signs to reach your goals. Contact us at 602-263-0122 to get started.