How Digital Signage Can Help with Brand Visibility

According to design powers, businesses often have less than 10 seconds to capture their audience’s attention with their logo. Considering that brand visibility and recall accounts for increased sales, greater customer loyalty, and even word-of-mouth recommendation, we’d say that’s a very important 10 seconds. (Entrepreneur)

Brand visibility, and branding in general, takes up to 20% of a business’s marketing budget (GaggleAmp) and the strategy is always to find more effective ways to pull customers to their brand.

But what if we told you digital signage can help with all that? Digital signage as a medium has a 400% higher view rate than static displays (source), and is 47.7% more effective in raising brand awareness (ScreenCloud). If your business isn't already harnessing the power of screens in your branding, now is the time to start.

To further make our case, let’s look at what brand visibility does for a business and the most effective strategies you can use to improve it with the power of screens.

What is brand visibility and why does it matter?

Brand visibility is simply how recognizable your brand is to your target audience. It covers your branding presence and exposure across the various channels, platforms, and touch points where your customers interact with your brand.

There are several facets to brand visibility, and they all contribute to your brand’s overall value in one way or another. They include:

• Your brand’s multi channel presence
• Customer recognition and recall, or the ability of the target audience to recognize and remember your brand
• Visibility online and in search engines
• Social media presence
• Word-of-mouth referrals 
• Reviews and testimonials
• Events and sponsorships

So why does all this matter? 

Well, greater brand visibility has been linked to greater employee engagement, increased customer acquisition and retention, and even greater customer lifetime value. For example, 77% of people prefer to buy items from brand names, even if it’s a new product line (source). And since studies have also shown that it’s 4-5 times more expensive to acquire a new customer than it is to keep a current one, we can add cost savings and business growth to the list of benefits. 

Can digital signage help with brand visibility?

Absolutely! In fact, digital signage can do a lot to boost your brand visibility, for potentially no extra cost.

Think of digital signage like a big billboard but with more capabilities. Businesses use it to do everything from engage employees, to promote current product sales, and even keep employees up to date on company news. Now, adding brand visibility messaging to the mix can be as easy as creating new content in your CMS.

Specifically, digital signage can help boost brand visibility by displaying your brand's messages, ads, and promotions in places where a lot of people can see them. Whether it's in a store, on a street corner, or even at a big event, digital signs grab attention and make your brand stand out. 

The screens can be updated easily with new content, so you can keep your brand fresh in people's minds. It's like having a high-tech way to get your brand noticed by more people.

Let’s quickly get into some strategies you can use to improve visibility with digital signage.

Tips for boosting brand visibility using digital signage

1. Consistent branding

Did you know that color increases brand recognition by up to 80%? (source) That’s why design consistency is so important.

To boost your brand visibility, people have to be able to recognize it wherever they see it, whether it’s in your wayfinding digital signage or product promotions. That means maintaining consistency in branding elements across your digital signage displays. These could include: 

• Colors
• Fonts
• Logos
• Slogans

2. Clean and simple content

A big part of any of your content is that it needs to be easy to see and to understand. This applies across pretty much any medium where you're displaying content, whether that's for marketing or for information.

With digital signage, this means:

• Avoiding clutter - less is more on your signage
• Keeping fonts large and easy to view from a distance
• Ensuring content is correctly oriented - you don't want portrait content in landscape mode, for example
• Ensuring images or videos are relevant and not distracting

While there are many factors to consider when creating signage displays, using tools such as ScreenCloud takes the strain thanks to templates and easy to use editing software.

3. Real-time updates

Even though screens tend to pull attention, we always recommend making your content as impactful as possible. And one of the best ways to do that is by providing real-time updates for people to interact with. And since digital signage content is so easy to upload, this isn't actually as tricky as it sounds. 

Keep your content fresh and relevant by regularly updating digital signage displays with the latest information and offers.

4. Content relevance

Content relevance is also a critical aspect of brand visibility; people tend to pay attention to things they are interested in, and may tune out if your content serves the company rather than their needs.

So content about your company's history may not be the best fit in a retail environment where customers are looking for helpful product information.

You also want to enhance your content with high-quality visuals, including images, videos, and animations, that effectively communicate the message.

Some more content marketing tips to keep in mind are:

• Be clear and concise
• Highlight benefits not features
• Rotate your content
• Don't forget to track performance

5. Interactive experiences

Another place where digital signage thrives is in creating interactive experiences. You can use touch screens or augmented reality features like QR codes to draw people in and increase dwell time. audience participation and increased brand interaction.

6. Target audience engagement

This is another strategy that really taps into the strength of digital signage. By using audience analytics and demographic data, you can vary your messages depending on who will be interacting with your screens. 

• Where the screens are placed
• What time of day people will view them
• The specific audience that will interact with the screens
• The audience’s current needs

You can use all this information to create targeted content that’s sure to pull in your audience and increase their interaction with your brand. 

7. Integration with social media

Earlier, we talked about how your brand’s multi-channel presence is key for brand visibility. Well, use social media walls to kill two birds with one stone. By integrating social media feeds and user-generated content into digital signage displays, you can encourage audience engagement and social sharing. 

Plus, displaying live social media feeds and hashtags related to your brand can help amplify your brand's visibility and reach.

8. Cross-promotion

One clever strategy we’ve seen is using digital signage to cross-promote products, services, and promotions across different channels and touchpoints. You can do this by coordinating digital signage campaigns with other marketing initiatives like email marketing, social media, and in-store promotions to maximize impact.

9. Reviews and testimonials

One area where online crosses over into the real world is with reviews. Increasingly people turn to online reviews to check whether a brand or service is trustworthy. And this isn’t just limited to retail or hospitality.

Checking case studies and feedback for B2B services is also increasingly common, with reviews for anything from marketing services to software being important for brand growth.

Displaying your reviews, feedback and case studies clearly can be a great help in improving both brand trust and visibility. For example, clearly highlighting your score on TripAdvisor, Google, Yelp or TrustPilot can make a big difference to people’s decisions.

Digital signage gives you a clear and easy to use platform to display this information.

Read More: How to Get More Google Reviews

10. Call-to-Action (CTA)

No messaging is complete without a clear and easy-to-follow call to action. Make sure to understand and include compelling CTAs in your digital signage content to prompt viewers to take desired actions. 

There are different ways to include a call to action, but your CTAs could:

• Direct people to visit your website
• Offer a purchase recommendation with a limited-time discount
• Recommend that people interact with your brand on social media
• Highlight quality products or services with a clear price
• Compare competitors prices (obviously if yours is the more favourable option)

Industry-specific use cases for digital signage

Here are some use cases for how different industries can use digital signage to boost their brand visibility. As with other uses for DS screens, the possibilities are near endless, and you’re bound to find more creative ways to increase visibility with time.

Digital menu boards in restaurants

You can display visually appealing digital menu boards that showcase food items, prices, and promotions in your restaurants. Your dynamic menu boards can also highlight featured dishes and seasonal offerings that can increase customer engagement, drive sales, and increase your brand’s long-term health.

Branded video walls in corporate lobbies

Create impressive video walls in corporate lobbies or reception areas to showcase branded content, company achievements, and corporate videos. Video walls can capture the attention of visitors and employees, leaving a lasting impression of the brand. 

You can also use your digital signage in any of the following ways

• Employee communication: Share company news, announcements, and HR updates with employees in office lobbies, break rooms, and conference rooms.
• Brand Messaging: Reinforce brand values, mission statements, and corporate culture through digital signage displays throughout the workplace.
• Training and Development: Deliver training videos, tutorials, and compliance modules to educate employees on company policies and procedures.

Digital signage in sports arenas and stadiums

Install digital signage displays throughout sports arenas and stadiums to help deliver sponsor advertisements, event promotions, and live updates to spectators. Now, add branded content to the mix and you can easily boost visibility and recognition, in addition to generating revenue and sharing useful content.

Exhibits at trade shows and events

Trade shows offer tons of amazing options for maximizing your digital signage. One fun idea is to set up interactive exhibits or booths where attendees can engage with branded content, participate in interactive experiences, and learn more about products or services. 

Elements such as touchscreens, virtual reality, or gamification can really make the area pop and attract visitors who will leave with a memorable impression of the brand.

Interactive retail displays

Consider implementing interactive displays in your retail stores that allow customers to explore products, view product details, and even place orders directly from the screen. If your screens have the functionality, you can also include features like product customization tools or virtual try-on experiences that can enhance brand interaction and encourage purchases.

Digital wayfinding in malls and large retail spaces

Your business could provide digital wayfinding kiosks or displays in malls and large retail spaces to help customers navigate the complex layout, locate stores, and find specific products. Incorporate branding elements into the wayfinding interface to reinforce brand identity while assisting customers.

Here are even more ideas you can explore:

• Product promotion: Display promotional offers, new product launches, and discounts to attract customers.
• In-store navigation: Guide customers through the store layout, highlight featured products, and provide directions to different sections.

Digital screens in transportation hubs

Place digital screens in transportation hubs like airports, train stations, and bus terminals to deliver targeted advertising, travel information, and branded content to travelers. You can also capitalize on dwell time and captive audiences to increase brand visibility and awareness.

Some more ideas include:

• Real-time information: Provide real-time updates on flight/train schedules, delays, and gate changes in airports and train stations.
• Advertising: Display advertisements for local businesses, tourist attractions, and transportation services to generate revenue.
• Safety messages: Communicate safety instructions, emergency procedures, and security alerts to passengers.

Digital signage in healthcare waiting rooms

Install digital signage displays in healthcare waiting rooms to entertain and inform patients while they wait. Incorporate branded content, health tips, appointment reminders, and announcements to enhance the patient experience and reinforce brand presence.

Digital signage can be used to improve your healthcare marketing strategy and brand visibility.

How digital signage can help with other aspects of branding

If your business operates in a competitive marketplace, your brand could need all the help it can get to cement your lead. That may include everything from upgrading your marketing strategy to implementing tactics that increase brand exposure.

You'll be glad to know that digital signage can actually do more than increase brand visibility. It can also help improve other aspects of your brand strategy.

Brand recognition

As far as branding strategies go, brand recognition is often the first result that companies see. Digital signage can provide an effective platform for increasing brand recognition by showcasing your brand's visual identity in dynamic and engaging ways.

Work in some vibrant displays, captivating visuals, and strategically placed brand colors and logos (if you need to you can use an AI logo generator) and you can ensure that your brand is more easily recognized by your target audience.

Brand recall

Brand recall is your customer's ability to think about your brand when they are in the market for a product/service you offer. There are two types of brand recall. Unaided brand recall, when customers can remember you without any prompting, and aided brand recall, where consumers will remember you with a prompt.

A great example of aided recall is when you think about luxury cars and Mercedes pops into your mind. With unaided recall, you think about Mercedes when the simple subject of cars comes up.

Digital signage can help your branding strategies by improving recall. This will involve strategically displaying branded content, messages, and promotions across various digital signage platforms to strengthen associations between your brand and relevant products or services in your customers' minds.

Brand awareness

Brand awareness is about ensuring that consumers are familiar with your brand and what it represents. Digital signage can really help boost brand awareness by reaching a wide audience and delivering impactful brand messaging.

Whether it's through eye-catching digital displays in public spaces, interactive experiences at events, or digital menu boards in restaurants, digital signage allows you to communicate your brand image, story and offerings effectively, leading to an overall strong brand awareness among your potential and existing customers.

Increase your brand visibility with ScreenCloud 

There are dozens more strategies for improving your brand awareness, visibility, and recall with digital signage. You could even use your digital signage for other business activities like brainstorming and corporate communications.

If you’re looking for the perfect digital signage software solution to scale your business, try ScreenCloud for free.

Our digital signage solution is trusted by over 10,000 businesses globally to help accomplish everything in this article and so much more. 

Sign up for a free trial or book a demo today to see how ScreenCloud can help your business.