Business News
What the British Open Can Teach You About Business Signage and Your Brand – FASTSIGNS
Tuesday 23. July 2013 - The Open Championship or simply The Open heads back to Muirfield, Scotland this year for what promises to be a fight to the finish for the coveted Claret Jug. As golf's greats prepare to face off on a 7,192 yard, par 71 links coastal course, tournament planners are teeing up to see the fruits of their labor pay off.
Preparations for golf’s oldest major began a year ago and will take 3,500 staff members working behind the scenes to pull it off.
So what can you learn from an event that will serve up 48,000 portions of fish and chips, 150,000 pints of beer and draw 600 million viewers? Read on and discover some helpful tips on branding, signage and storytelling inspired by this one-of-a-kind tournament.
Present a Cohesive Front
From banners and golf carts to promotional items and accessories such as tees, balls, hats and shirts, your messaging and design should be consistent across everything you do. Color speaks volumes about your brand and your business. It’s the first thing a consumer notices about your logo. So choose your colors wisely. Blue is a popular color choice for many companies including The Open because it denotes trust, security and dependability. Red on the other hand evokes energy and commands attention. Whatever colors you choose, integrate them into everything you do and always stay true to them.
When implementing your brand across various communications vehicles, make note of the strengths and weaknesses of each piece you’re producing. For example, a small check-in banner isn’t the place for splashy graphics and tons of information. Save that much wow factor for a large, impact wall banner or display. Readability is another important consideration. If a welcome banner is yards away from the initial entrance, make sure you bump up the type size to make it easily readable by viewers at a distance.
Consider Safety
Just like any other workplace, a golf course has unique safety issues that are best addressed through proper signage. Lightning can be a hazard and although most golf courses will sound an alarm, the right signage will help guide spectators to the nearest shelter. Golfer crossing areas should also be clearly marked as well as “keep out” areas where equipment and fertilizer are stored.
What safety concerns do you have for your business? Look at safety issues from both the employee and customer point of view. A few common examples are emergency exits improperly identified, incomplete first-aid kits and stations, and incorrect or unmarked walkways. Do a quick audit of your business to determine if better safety signage can address some of your needs.
Your Story is a Selling Point
This year’s Open is taking place at historic Muirfield course, which lays claim to the world’s oldest verifiable golf club. While your business might not date back to 1860, it still has an important story to tell about what sets you apart.
Think about the various ways you can visually convey your story to help forge a deeper connection with your audience. Maybe it’s a wall size enlargement of your original storefront, or a plaque honoring your predessesors who started the business generations ago. It can even be as simple as a statement on your menu board about the food philosophy that led you to open your restaurant.
Whichever of these strategies you employ, remember Ben Hogan who once said, “I never played a round when I didn’t learn something new about the game.”