The beauty of a good business sign is that it answers three simple questions a consumer needs answered:

• Who are you?
• What do you do?
• How do I contact you?

While this may seem simple, it can be challenging to execute that perfect balance of logo professionalism, striking visual imagery, and overall distinction. It’s always a good opportunity to put the “less is more” adage into practice when crafting a good business sign – be it physical or digital.

How Realtors Get it Done

If a business sign can’t clearly state its business’s purpose in five seconds or less, the sign has failed. Period. Concise articulation is the name of the game, especially in the swipe-and-click age of social media, where branding relies on being in the right place at the right time. Take realtors, for example. They must incorporate physical marketing–business cards, yard signs, car wraps, etc.–as well as digital marketing to reach clients near and far. For local clients, realtors will be physically in front of a prospective buyer or seller to facilitate the transaction. Yet in addition to being right in front of their buyer or seller, realtors must also focus on reaching prospective clients outside their city. This is why having an online presence and marketing digitally is so important. In short: if you can’t be in front of someone who’s in a different state, you leverage the Internet.

The Coca-Cola Way

When it comes to marketing, Coca-Cola operates on a completely different level. While the average home buyer or seller operates with the future in mind, taking eight months to complete the process – from deciding to move, to searching for their home, to buying it – Coke operates in the now. How far ahead does someone want a Coke? One minute? One second? Coca-Cola has to be in front of their customers all of the time – all at once. Coke faces additional challenges. They must convince you that you’re parched and need a Coke – even when you don’t. So while you could argue that everyone needs a home, it’s safe to say not everyone needs a Coke. But Coca-Cola thrives in spite of that. Consider their branding and marketing. Polar bears, Santa Clause, their sharp, distinct red–each have become synonymous with Coke and their quality brand. Coke is, in a word, unforgettable. Everyone knows who they are and they’ll never be forgotten. And they are still one of the top investors in marketing across the globe both digitally and physically. Just like a realtor, Coke needs both a digital and physical presence. For your next physical marketing need, let Palladium Signs help take your branding to the next level.