1. MAY 2016 VO L U M E 5 5 I S S U E 5 PAG E S 9 2 r 6 0
CAUSE MARKETING
SIGNAGE AS STRATEGY
RISE OF THE OMNICHANNEL
EVOLVING TRENDS
COMBATING AD BLOCKERS
Driving corporate competitiveness and profitability

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COVER
STORY
S
ignage is an integral part of a
brand’s birth. It enhances the brand
and its values through a simple and
articulate method, by reinforcing
and helping to communicate
in a consistent and expressive
approach. Signage, as the first point
of contact (POC) with the brand, is a major
stimulant or‘brand driver’.
Some of the most powerful brands, such as
Apple, Microsoft, Coca-Cola, and Nike, have
had a certain form or depiction of their identity.
Birthofabrand
A simple, cost-effective marketing tool can make a major impact on how your brand is perceived.
S S BHATTACHARJEE, BRANDGALLI
The representation and format changed with
times, thanks to the brands repositioning
themselves, bringing in freshness along with
excitement.A customer not only buys a product
but also the brand—the brands they buy define
their personality.
Would a Jaguar or a Mercedes-Benz without
its iconic logo still denote the same fervour?
When your attire consists of anArmani or a
Gucci, you sport the brand because you want to
make a statement. Signing with a Mont Blanc,
Cross, or Sheaffer is a personality statement,
irrespective of the colour of the ink; a Rolex
or aTag Heuer tells the same time as any
other watch. Here the brand symbolises the
emotional need of an individual rather than
focusing on the product’s utility.This is why
these brands are some of the most revered and
celebrated. Signage has been a catalyst and an
intrinsic mode of communication for brands,
administered through flawless and impeccable
execution, maintaining uniformity and the
unique identities in all renditions.
Signage can be defined as a visual graphic
created to display information to a select
audience. It plays an integral part in establishing
and maintaining brand identity. Signage helps
to enforce a strong statement about what an
organisation stands for, how it is perceived,
what it represents, and makes for that vital,
positive first impression. From colour to
typeface, from style to size, the signage
epitomises the key elements of a corporation/
brand’s identity.
Signage helps project qualities such as
professionalism, vibrancy, dynamism, integrity,
pride, and values within an organisation. It is
an architectural connotation of a brand and its
identity, done through a set of well-adhered
guidelines, and meticulous execution and
implementation of the branding process.
The history of signage dates back to when
man first figured out a way to express himself

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artistically.With the expansion of commerce
and trade, signage became more prominent
and ornate.The 18th century saw the rise of
technology and creativity in signage to attract
customer attention and spotlight. It had evolved
from a tool for establishing identity into one for
marketing and promotion.
The invention of neon lighting—first
displayed at the 1910 Paris Motor Show—by
Frenchman Georges Claude was perhaps
the most significant event in
the development of signs. For
almost 50 years, renowned sites
like Piccadilly Circus, London;
Times Square, NewYork; and
Ginza,Tokyo, have benefitted
from this wonderful invention.
However, smarter technologies
are giving way to neon today.
Technology has completely transformed the art
of communicating via sign boards, making it
more vibrant, energetic, and state of the art. It
has become a form of statesmanship, rather than
a meagre representation. Class and aesthetics
combined with a tech canvas help break the
clutter and create mindspace.
LEDs and EL paper (electroluminescent)
have given an immense facelift to the signage
industry. Moving lights lend animation to
pictures, while consuming little power.
A plethora of choices in use of materials has
also given a different dimension to possibilities
as well as probabilities.There is a large
palette to choose from. It has widened the
economics of production too—from a simple
yet articulate sign in acrylic or a grandeur in
marble, to a retro in wood orACP (aluminium
composite panel).
Key elements
There are some cardinal elements demarcating
the efficacy of a signage from an effective to
a not-so- effective one.The design should
complement the brand and the decor
(architectural environment) rather than isolating
itself and becoming a sore point.The key factors
to consider are:
 fulfills‘need’
 commands‘attention’
 conveys‘clear and simple’ meaning
 creates visual delight for‘navigators’
(visitors and staff)
 triggers‘response’
 choice of‘font’
 choice of‘colour’
 use of local‘dialect’ (if necessary)
ABCD of signage
An effective sign:
 draws attention of new customers
 enhances image of brands
 creates an impulse, thus triggering sales
 adds decor to the environment
Brand connect
While driving down the road,inside an office,or
in a retail environment,it is within the first few
seconds in which brands either connect or leave a
negative connotation with prospective customers.
Signs are the first form of communication a
brand has with the consumer.This non-verbal
yet immensely significant interface virtually
decides the fate of the relationship.It can be easily
compared to a newborn baby—the name given
becomes the life-long identity.It is widely believed
that it is this given name which unfolds into the
child’s personality.The same goes for a brand.
This non-verbal yet
immensely significant
interface virtually
decides the fate of
the relationship.
Objectives as a brand driver
The ideal signage should:
 deliver the message clearly
 confirm credibility
 connect with the desired target
prospects emotionally
 motivate the buyer
 solidify user loyalty
Derivatives of the word‘signage’ go beyond
the parameters of a meagre conveyance of
notification. Representations in the form of a
logo—be it for a specialty restaurant, bar, spa,
or even a swimming pool as a sub-segment
of the totality; a conference, a meeting room
or a salon—are all a sub-brand within the
family brand.All signage builds a connect, an
association, and affiliation with the consumer.
A specialty clubhouse or fitness centre with
exclusive membership, within a hotel, builds
an independent association in itself, thus
metamorphosing into a brand.
There are various aspects of signage that
are a direct corollary to branding.As iterated
earlier, the logo of the car’s manufacturer, the
pen one uses, or the watch one sports is various
forms of brand advertising. It all adds up to
partnering an association through precision
placement and thorough deliberation. Legibility
is a crucial criterion, along with meticulousness
and finesse; callous execution not only sends a
wrong signal but also deteriorates brand value.
The brand life cycle
Every brand has a life-cycle and needs to evolve
constantly with the times, and competition.The
best way to showcase the evolvement is to bring
freshness in its way of communication.Along
with advertising and marketing, it is signage
which plays a significant role. If we consider
the entire communication process as a funnel,
advertising, marketing and promotions are the
top circle whereas signage is the bottom end.
SIGNAGE
Signage plays an integral part in establishing and maintaining brand identity.
Somchaij/Shutterstock.com
Kiev.Victor/Shutterstock.com
Piccadilly Circus, London, is an important site where the latest breakthroughs in signage technology debut.

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The stem of the funnel is what represents
the home.This is where the consumer gets
to experience the brand and its values; it is in
those few seconds that the customer deliberates.
Comfort leads to association, whereas an
inhospitable ambience is a sure disconnect.
Signage not only enhances brand experience
but also serves as a vital morale booster
for employees. It helps make the otherwise
monotonous, mechanical workplace a vibrant
and fun place to work. Fun graphics, eventful
narrations of company antecedents, mission
and vision statements, and success stories help
re-energise spirits. Many a management guru has
time-and-again reiterated that‘happy employees’
result in greater productivity.
Key challenges
The biggest challenge perhaps is the lack of
symmetry as well as intent for qualitative
representation across the spectrum. Seldom does
the panache at the corporate hub mirror onto the
regional offices or retail stores.
Another major obstacle is the domination of
the signage industry by the unorganised sector.
As a result, there is a major dip in artisanship
and attributes.This significantly affects the
consistency, thus diluting brand value and
altering perception. Lack of creativity in design
as well as execution also contributes to the blind
spot. Shoddy designs do not further the cause of
brand recall.As in most cases, fabricators end
up rendering designs that are mostly a
copy-paste affair.
The importance and efficacy of signage tends
to be diluted as it is mostly an afterthought.
Signage is an advertising extension of the
brand and hence utmost importance should
be given to the conceptualisation and ideation
of the design.The design element needs to be
extrapolated from a design brief, or artistic or
architectural impression of the ambience, while
keeping the corporate objectives and brand
values in mind.
As author, entrepreneur, marketer, and
public speaker Seth Godin said,“A brand is
the set of expectations, memories, stories, and
relationship that, taken together, account for a
consumer’s decision to choose one product or
service over another.”
S S Bhattacharjee
is Proprietor
and Principal
Consultant,
Brandgalli.
ABOUT THE AUTHOR
Allen.G/Shutterstock.com
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