GOOD SIGN.

• Author: Chekel, Tom
• Position: Brief Article

The thirteen basic ways to enhance marketing through better signage and merchandising

In today's extraordinarily competitive environment, the ability to visually communicate your message with effective signage and merchandising can provide significant competitive advantages.

When customers visit your financial institution for the first time, they quickly develop a "feel" about how you welcome them and how your staff treats them. Much of this impression is generated by your visual communications package: signage, marketing displays and merchandising fixtures.

Personal greetings, while a nice touch, will not always be practical. Your directional signage will often be your customers' initial contact. You can both help and welcome visitors by anticipating their gazes and movements with clear, easy-to-read signage in crisp, bold, high-contrast lettering.

If your bank uses an information desk, it should be dearly identified and positioned.

Help customers wherever they congregate or wait for service by offering easily viewable, clearly worded department-identification signs. Ask yourself if your customers ran easily find your

* Investment services area?

* New accounts desk?

* Internet banking area?

* Safe deposit vault?

When you strategically place your signage and help guide your customers and visitors to their destination, you are telling them that you value their time.

Here are the 13 basic ways that you can use signage to enhance your bank's marketing and branding goals.

1. Use positive language. Positive language will convey your message politely yet effectively. Rather than "Do not enter through this door," consider changing the message to "Please use the front entrance," adding a pleasant "Thank you for your cooperation" at the end. Speak to your customers through signage the same way you would expect your employees to address them.

2. Be uniform. This consistency should include not only the individual branch but the entire system as well. Signage should also complement your merchandising displays. Uniform typestyles, color schemes and layouts will create visual images that become familiar to customers over time.

3. Reinforce your brand image. Consider using corporate colors and adding your logo as well. This reinforces your brand at each glance.

4. Place your signs consistently. Suspended signs should all be hung at the same height. Position each so the bottom edge hangs 90 inches from the floor.

5. Use large, easy-to-read type. Proportioning...