Branding for Independents - Signs for the Times
Brand your message with professionalism

To attract and retain today’s sophisticated consumer, it is vital for garden retailers to have a professional-looking signage program with a purpose. Often, signs are the first thing a customer sees when entering your store.

Signage has become an integral part of the retail environment. Once used only to provide information, they now play a key role in creating atmosphere and branding your image. Signage is an important part of your overall marketing process and should be in sync with your outside advertising efforts. Used correctly, signs can create a positive impression of your business. Poor design or execution will have the opposite effect.

Simply stated, signs are a way of communicating with your customer. Used correctly, they are an added benefit or a way of sending a message beyond price. They convey an image and demonstrate your dedication to serve the customer. A savvy signage program makes shopping trouble-free, keeps customers informed and reinforces your store brand.

Directional Signs
Lead customers to your store and show them where to park with easy-to-read directional signs. Be sure to take into account the sign height, speed of traffic and lighting requirements. Consult a reputable local sign company to evaluate your situation; he will be aware of regulations and zoning requirements for your area.

Make certain that your store entrance, as well the exit, are clearly marked. Checkout areas should be identified from virtually any location in your store. For all of your directional signs, choose a simple graphic layout, one that is easy to read, with a company color scheme, and that will create continuity and reinforce your brand.

Department Signs
To make shopping easy, each area of your store should have attractive signs to indicate store departments. Sign lettering should be bold with corresponding full-color images representing the area. These allow customers to simply scan your store and immediately head in the right direction. Department signs save your staff valuable selling time and are a necessity.

Explanation Signs
Keep customers informed of your policies and services, as well as special promotions. Provide staff with “weekend reports," including the top five questions asked by customers. If you notice a repeating question, make a sign to answer it for all of those who didn’t ask. Change out full-color graphic banners every two weeks to announce upcoming events, sales or new plant arrivals.

Plant Variety Signs
These signs help your customers select the right plants for the right location and conditions. Individual plant variety signs should explain cultural requirements along with any special needs or unique characteristics of the plant. Mature height and width, bloom time and color, along with other seasonal interests, should also be highlighted.

A number of garden signage software programs are available. They have a variety of plant images and plant information set up in a template format. Your logo and business colors can be added to create your own branded look.

Most software programs allow you to add data and upload images to create signs for new plants, too. These types of signs are best displayed in a track system mounted directly to the table on an angle just below where plants set. Other options are to use a track system above plants, but this method can block the view of your plant sales area and create a “sea of signs? effect.

Product Tie-In Signs
With the goal of providing every customer with a successful gardening experience, suggesting the right products with plant purchases becomes imperative. With each plant, there are a number of products that can be suggested to ensure the success of the plant. For example, in the azalea area, there should be signage stating that azaleas require an acid fertilizer, along with a recommended product in a waterproof package. Each department should brainstorm necessary items for plants in their area, have the signs made, and then create bulk stack displays where appropriate.

Reinforcing Your Brand
Don’t miss the opportunity to let your customers know all of the newsworthy things you are doing. Post signs announcing free seminars, donations to charities and other newsworthy events. This “free? advertising is often overlooked, and is a great way to reinforce your customers’ decision to shop at your store.

Enlarge your newspaper display ads, flyers or circulars for your store’s welcome sign to strengthen outside advertising efforts. Customers will be reminded of current promotions and will know where to look for your ads if you list where the advertisement ran.

Another great marketing tool is loyalty programs. They keep customers coming back to your store. These programs offer smart marketing for retailers with POS systems that provide detailed information about customer purchases. Even if you don’t have this type of computer system, you can still advertise and promote an old-fashioned loyalty program with a punch card.

Whichever program you implement, signs should coordinate with your loyalty or punch-card graphics to promote the benefits of joining and to advertise special discounts and offers throughout your store. Large quantities of full-color template signs can be printed at a low cost, using black ink with a laser printer for signs with weekly offerings to members. Signs should be laminated for durability.

Design Tips & Tricks
With signage now an integrated process of marketing and graphics, here are some design basics and tips to help you convey a positive image to your customers:

1. Color - Select colors that add to the legibility of the sign and enhance the graphic elements. Designate specific colors to indicate sale items, informative tips or general information/explanation signs and others. Keep the amount of colors on your signs to a minimum for easy reading and the most impact. Remember to use contrasting colored letters for the most visual impact (dark letters on light background or light letters on dark background).

2. Letter Spacing - Make sure letters and words aren’t spaced too closely together so customers don’t have trouble reading your signs. Likewise, if lettering is spaced too far apart, readability is diminished. Generally, letters should not take up more than 75 percent of the sign.

3. Logos and Images - Use images and icons where appropriate to give the customer a quick understanding before reading the information. Logos should be used anywhere appropriate, but they should not overpower the message. Logos should only be used to reinforce your store identity and add to the sign color scheme.

4. Letter Styles - Keep letter styles to a maximum of two for small signs and three for larger signs. This will increase legibility. Also, be sure to select easy-to-read fonts; intricate or fancy letters are difficult to read.

Angela Cooley is President of Garden Center Solutions, an advertising and marketing firm that specializes in developing programs for garden retailers. She has more than 17 years’ experience in lawn and garden, and has worked in management and marketing positions for garden centers and growers. If you’d like to utilize her services, she may be reached at www.gardencentersolutions.com.