What’s in a brand? Your name and logo? Your products or services? Your reputation for quality or good humor? The way those things makes people feel? All the above, and more.
One of the most significant trends we’ve seen in recent years is the growing use of business awnings as a marketing tool, not just to shade windows or keep pedestrians dry. At the least, that means displaying your name and perhaps your street number on your awning. But using business awnings to complement and expand your marketing can go well beyond basic signage
You, too, can harness the versatility of business awnings to support your corporate identity and branding. Here’s how:
1. Business awnings create a positive – and memorable – first impression.
Awnings complete the exterior presence of your business. Or they can give a “nothing” exterior an instant makeover. Simply by the way they look, they can welcome returning customers and attract interest from prospective patrons.
Business awnings reflect who you are – a candy store, auto repair shop, spa, fine dining establishment, financial institution, CPA or law office – by projecting a specific image. When that distinctive look is consistent with all your other marketing, it heightens awareness of your business – and strengthens your brand.
You can create your unique look with traditional awnings and canopies that attach to your building, but you can also extend your marketing value and visual appeal with “off the wall” favorites such as seasonal, custom-designed umbrellas.
2. Be graphic.
Whether your business is conservative or new age, business awnings give your location a distinct flavor. That’s why it’s so important to include your logo, official corporate colors or other business-specific visual elements that reflect and reinforce your company’s identity. And that’s equally important whether you’re part of a big national franchise or your business is one-of-a-kind.
Fun and eye-catching may be precisely on target for your business, but garish is trending downward. That doesn’t mean you can’t use color. What’s hot right now? Darker solid colors that provide a rich underlayment for your graphics. Perhaps a contrasting trim to give your business awnings more definition, or a valance to give them a more finished look. The valance expands your marketing palette, too – an excellent location for your business name or a catchy slogan.
Business awnings need the right fabrics to support your graphics choices as well as the kind of lighting you want. Thanks to the introduction of wide format printers and specialized inks, you can digitally apply any image anywhere on your business awnings. In effect, you can use this process to create your own unique fabric. Or make your awning look as if it was hand-decorated by a wonderful artist. How cool is that?
And speaking of cool, your business awnings can be the height of environmental friendliness, with fabrics made of recycled materials that support LEED certification credits. Shading your windows also cools your interior, saving energy and reducing your AC costs. Sustainability enhances your corporate brand.
3. Quality speaks well of your business.
Business awnings that begin to degrade in short order won’t say anything good about your corporate identity or your brand. And having to replace your awning too soon will be a costly proposition. Insist on top-quality fabrics from a manufacturer that will stand behind their products, just as your awning company will stand behind their work.
Really, when you get right down to the details, there’s almost no limit to the ways in which you can use business awnings to promote your business. You don’t even have to figure it out for yourself, just team up with a local full-service awning company. You need an expert to get professional results, and you’ll get great advice from people who’ve had lots of experience designing, building and installing business awnings.
