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A brand is essentially a symbol that everyone can immediately recognize. Branding a business organization is a long-term process that requires proactive updating and management over time. Expanding your brand to digital signage is an important component of your approach and should not be forgotten. This applies to both indoor and outdoor signage.

Recognize the Value

Successful brands are easily visible. A good brand will include as many channels as possible, including print, radio, television, internet, mobile devices, and digital signage. However, digital signage, especially outdoor signage, often results in operators forgetting to keep it updated. When the display screen is new, using and managing it can be exciting, but over time, it may become something on another "list" and be pushed aside.

Extend to Digital Signage

When people see you, they hope you can provide them with what they need: food, car repairs, air conditioning services, healthcare, religion, education, and so on. Consistency of information is crucial and also the reason why brands are so important. It shows your audience that you are organized and care about your products, services, and customers. Continuing your brand image onto digital signage is crucial for maintaining this consistency.

Outdoor Digital Signage

This is your calling card to the general public, and may be the only way some of your potential customers are able to be reached. It makes sense to treat the sign as you would any print, radio, or TV commercial. This is sometimes hard to do because of the smaller format, but worth the effort.

Don’t be scared to simplify the message. Take the root meaning of your larger format ads, and bottom line it for the viewers.

Maintain the same colors and font types as your existing ads, but tweaked for the special nature of LED signs. Some fonts may look good on print, but too thin on an LED sign. Avoid white backgrounds so viewers can focus on the message itself.

Indoor Digital Signage

These displays are a bit easier to extend your brand too. They are typically higher resolution (HD) and much of your existing advertising media can be converted directly, but there are still some important items to consider.

Keep them looking. In many cases, these viewers are already customers or have already made a decision to be one. Continue the branding and keep them happy, confirm that their choice was a good one.

Continue to simplify the message. While not as drastic as outdoors signage may be, indoor digital displays still need to be to the point and readable. Make sure they flow with your existing branding.

More fonts and design approaches can be used. You’ve got a larger canvas, your media can be more content rich with videos and artistic flair to draw the viewers in.

Identify the role. Digital menu boards, point of sale displays, waiting room displays, and information kiosks, are some of the many ways you can use indoor digital signage. They all have different roles to play, make sure your content is displayed accordingly.

Trust the pros. As we mentioned before, utilize your in house graphics team, or contract a service. Good content can mean the difference between a passive digital display and a powerful advertising tool.

 Don’t forget about your Digital Signage! It is truly an extension of your brand, and should reflect the image you have worked so hard to create. If you are new to digital signage, we recommend you take the plunge and look into the advantages of this technology. If you’re already in it, take a look at what you’ve got and see if you can make it more effective, consistent, and branded.