Building Your Impressions: The Busyness of Branding-Part Three

Make sure you use your building's exterior to promote your brand and image-it's a good investment of your time.

-By Scott Franko

The products and services you provide your clients helps with their brand and image. You directly influence and contribute to building their impressions. Are you doing the same for yourself and your business?

Building your own impressions should be as high a priority as paying your bills and collecting on invoices. Yet I’ve seen so many cool image-making companies with mind-blowing capabilities and output, but you would not know it when stopping by for a visit or taking a tour. Why does this happen? Or worse, why is it allowed? One of the main reasons comes down to busyness.

Being busy can and does get in the way of building impressions, if you let it. I know. It has happened to me and my businesses over the years. But I changed that. And so can you. Here is a tip for building your impressions while being busy building them for others.

Exterior Enhancements

Your building’s exterior should play a big part in establishing your brand and image. If you print graphics and have windows, put something visually stimulating on them. If your operation includes the use of vehicles, chances are you already put graphics on them. Be sure to park them outside where they can be seen and read.

If your business fabricates, you can really get creative and show the world (those driving by) your ability to enhance an exterior by adorning your windows and front entry with custom produced shade structures, canopies, awnings and even artwork. You can blend various forms of lighting into these as well.

When I became the president of a sign company, then bought it, among the first things I did was to add features of structure, graphics and lighting to our outside walls. Our motto was changed to “More Than Signs, We’re Building Impressions.” To reflect that, we put window and entry treatments on the front facade. When clients came to visit, the discussion almost always included ideas to help their exteriors as well as the signs they were coming to us to buy.

Scott Franko is a solutions provider for business, brand and image through his firm, Franko Design Concepts and Consulting. He formerly owned and operated a multi-division sign, graphics and custom fabrication business. You can locate and contact him online at

To read Scott’s The ‘Busyness’ of Branding-Part One, click HERE.

To read Scott’s The ‘Busyness’ of Branding-Part Two, click HERE.

tony kindelspire oct21

Tony Kindelspire

Tony Kindelspire is the former digital content editor of Sign & Digital Graphics & WRAPS magazines.

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