Branding your business can take the shape of more than just a stationary sign

By Patricia Nugent

“A business with no sign is a sign of no business.”

This old saying couldn’t be more applicable to the present-day, where businesses are competing to command attention in an ever-complicated marketplace.

“Visual communication is the most impactful way to reach potential clients,” says FastSigns of Mentor owner Kim Hoffmann, who has been in the sign business for the past 24 years. Her business has just moved down the road from its former location for a more accessible space and better visibility.

These visual idea experts offer every innovative marketing and graphic solution to help businesses thrive, from signs and graphics, to banners, exhibits and tradeshow materials, point of purchase signage, promotional products and printing.

“One of the benefits of our new location is better garage space,” she says. “A growing part of our work is vehicle graphics. Many businesses today are not brick and mortar, so their sign needs to go with them. This is a very affordable means of advertising, reaching tens of thousands of people in bigger cities just by driving around. It’s a solution that costs far less than traditional newspaper or radio advertising.”

Bringing it to Life
Kim and her staff help customers come up with a strong and impactful concept and visual direction.

“If you can doodle it on a napkin, we can bring it to life,” says Kim. “So much of our work is done through emails and phone calls now. Half of our clients we never even meet with.”

Kim and her team are adept at coming up with visual solutions for a myriad of niche needs, too. For instance, they can create a logo for someone’s boat, design and continually update signage for real estate firms, create graphics for cars, kiosks in malls, and even refurbish existing signs so they can live another day.

“Though we often tap into the resources of our national company to meet our clients’ needs, pretty much everything is created here in our building,” she adds. “We also do the installation for the signage we create.”

Making the Dream Work
Since she’s armed with a degree in graphic design, Kim possesses a keen sense for visuals that helps in working on concepts with her own artists and staff.

In any successful business, there’s isn’t just one person running the show, but a well-functioning team. Kim says she’s thankful for the loyal, dedicated, creative and service-oriented crew who have been with her for years.

“We’re very collaborative, always bouncing ideas around and coming up with different approaches and solutions to any problem. Everyone on our team knows how to think outside the box with confidence, as well as take the ball and run with it.”

She says at the end of the day, she loves when they finish a project and see the customer’s face, full of enthusiasm and grateful for what they’ve created.

Accolades, Accolades, Accolades
“The finished product of decals on my work van were exactly what I wanted. I had excellent communication with the staff and designer. I couldn’t have been happier than doing business with FastSigns,” says Matt L., of Mentor.

And Steve G., from the Global Plumbing Group, says, “Customer service was outstanding. Very responsible, professional and courteous. Final product exceeded my expectation. I will most certainly both use and recommend this business.”

FastSigns of Mentor is located at 7896 Tyler Boulevard in Mentor, visible from Route 2. They serve Lake County and surrounding communities. Hours are Monday-Friday, 8:30 a.m. to 5:00 p.m. You can easily request a quote online. For more information, call 440-954-9191 or visit fastsigns.com/292. You can also e-mail Kim Hoffmann at 292@fastsigns.com.