While the internet possesses the potential to reach a larger market than displays and print advertisements do, you can't afford to ignore physical signage. Your ability to design and produce compelling, attractive signage for both the inside and outside of your corporate office goes a long way in building trust with customers and clients.

Physical signage in a digital world.

In terms of 21st-century marketing, physical signage seems to lack the punch it once had. However, this is not necessarily true. While marketing has certainly expanded to include a number of digital channels--including television and internet--physical signage is still a necessary and valuable component of your overall marketing and branding efforts.

Think about it from the perspective of your clients. When they come to your office for meetings, what do they want to see? Ideally, they want visible reinforcement that they're dealing with a strong, reputable brand. They want to feel your value is consistent and stable across the board. Physical signage--while not the only variable in this equation--can help you establish that consistency. It shows that you're committed and proud of what you offer.

What would customers and client say about your office? Or would they say anything at all? It can seem like a subtle touch, but in highly competitive markets, the details serve as differentiators.

A case study conducted by the University of San Diego School of Business Administration reinforces these points. According to data collected from one local business owner, it was the building's signage, not word of mouth marketing, improvements, or other advertisements, that attracted 10 new walk-in customers over a one week period. Out of those 10 customers, at least six sales resulted.

While it can be difficult to quantify the value of your office's signage, it's examples like these that prove it matters. Instead of investing 100 percent of your marketing and advertising budget to digital channels, consider allocating a healthy portion to physical signage.

Handling the design process.

The overall effectiveness of your signage will ultimately be tied to aesthetics. While things like implementation and placement matter, it's pertinent that you start with the design process. Specifically, there are a few things you need to pay close attention to.

Materials (such as acrylic, glass, aluminum, stainless steel, bronze, and brass).

Implementation of physical signage.

According to Impact! Signs, a leader in corporate signage, the implementation of physical signs is just as important as the design process. If not properly placed or installed, the time spent creating intricate, attractive designs will be wasted. Couple the following tips with the aforementioned design tips for powerful signage that makes a statement:

Consider the viewpoint.
Lighting for emphasis.
Test placement.
Local regulations.

Creating effective physical signage.

Don't listen to those who say physical signage should take a backseat to digital advertising. Even in an age where internet marketing and television advertisements take front stage, physical signage still holds incredible value. Take the time to develop something that truly represents your brand and reaches your audience.