Building a modern brand requires far more strategic effort than it once did, with increased competition and consumer expectations forcing businesses to aggressively ramp up the awareness surrounding their name. But while many companies strive to build brand momentum through traditional online and print marketing channels, in-store efforts may actually offer bigger and better opportunities for these organizations to make a strong impression. 

According to WireSpring, a Reveries survey recently revealed that 83 percent of study respondents felt that retail venues were prime arenas in which to build the identity of their brands. With nearly three-quarters (70 percent) of these brands investing in retail and alternative media options to strengthen their efforts, it's clear that digital signage will be a powerful channel in this mix of in-store marketing. Here are a few ways in which companies can ensure a stronger brand identity using this influential medium.

In-store and outside
Even in the digital age, the storefront is the star of the show for retail organizations, and this is where signage efforts must take root and expand for maximum brand-building capacity. A recent article from Digital Signage Report argued that a combination of indoor and outdoor displays is the best way to engage viewers in a range of locations, building a brand from the inside out. A well-rounded signage strategy maximizes its visibility and uses targeted content to reach out the most viewers possible. 

"Trying new format types can go a long way."

For instance, individuals already shopping in-store are more likely to buy items than those walking by outside. This means that exterior content should be louder, brighter and promotion-oriented, while interior signage must take a more subtle approach that encourages loyalty programs and department-specific items. As an organization develops its strategy and analyzes its findings through reports, it will learn which approaches bring about better results for brand awareness and revenue. 

Diversify signage assets
While basic digital signage tools serve as a strong foundation for building brand awareness, organizations are discovering that a bit of experimentation goes a long way with regard to new format types. As a blog from marketing expert Evan Carmichael pointed out, companies are now leveraging methods such as multimedia kiosks, projectors and video walls to pack an extra punch in their brand building efforts. Of course, strong digital signage software is required to take advantage of all these tools. 

"Software which is used in this technology is compatible with all industry standard file formats, such as Flash files, Video, HTML, QuickTime, Microsoft Office, and JPG and the delivery of the content is done using standard TCP/IP protocols," explained Carmichael.

Furthermore, integration with social media and ecommerce platforms is adding another layer of personalization to the customer experience, promoting even bigger results. After all, today's consumers want a streamlined journey between channels of research, shopping and support. With a targeted strategy and diversified set of signage tools, a modern organization should be well on its way to greater brand awareness.