Forecourt branding

Forecourt branding - because image counts!

Investing in quality signage on the forecourt is one of the most important ways business owners can build value and distinguish their company from competitors. Clean, well-designed and high-class brand signage conveys a professional image of an effectively managed and properly resourced business.

When exterior signage is complemented by a comprehensive wayfinding layout and well-placed lighting, brand exposure increases as customers navigate their way around the site and store.

The greater the brand recognition, the more power it has to affect opinions and attitudes. It encourages a feeling of connection with the audience to build trust, resulting in repeat purchases and a greater market share.

When the company logo is prominently displayed on a brightly lit forecourt canopy, it acts as a beacon for the surrounding area, making a powerful brand statement and reinforcing credibility and familiarity to stakeholders, visitors and potential customers.

Brand identity

Forecourt branding is often perceived as just a company name and logo, however, whilst these elements are crucial for brand recognition and loyalty, they only symbolise a superficial representation of what branding really is.

Brand identity is one thing that most customers remember, so it needs to make an impact. In addition to brand signage being contemporary and in alignment with customer expectations, it needs to be distinct enough to stand out from the competition.

It is important not to rely on the price point of products and services as a differentiator, as customers can easily shift their allegiance if rival forecourts match or beat the rate. Instead, retailers need to provide a high-quality service that delivers total satisfaction at all customer touchpoints, in order to achieve long-term brand success.

Building a strong brand is a continual process that needs constant refinement and adjustment. However, for a brand to be successful and reach an audience over a prolonged period of time, it is essential to maintain consistent service levels and provide a clean and welcoming environment for all visitors.

Shifting expectations

The emergence of electric vehicles (EVs) has sparked a seismic shift in the fuel retail sector, with many forecourt owners recognising the need to transform the traditional business model to keep pace with consumer demand.

By improving the facilities on site to include a variety of services such as cafés, postal amenities, leisure and shopping, along with electric charge points, alternative energies and regular or premium fuel grades, forecourts have become a serious contender in the retail sector.

EV drivers waiting for their cars to recharge are spending more time and money at the site, enjoying a snack or stocking up on essentials. Furthermore, these new multi-faceted stores, stocking a wide variety of products, are now attracting customers for the weekly shop, making effective brand signage more important than ever before.

Clean. Revive. Thrive.

Busy sites, especially in built-up areas, are prone to accumulating grime, particulate matter, bird droppings and cobwebs, turning inviting brand signage into a lacklustre deterrent.

Business owners should be wary of turning a blind eye to the cleanliness of the signage, lighting and indeed the forecourt itself. Reputable suppliers of signage and lighting may offer a post-installation protective package, which extends to all areas of the forecourt including the canopy, to help retailers maintain a clean, successful operation and safeguard the site’s reputation.

TSG is here to help

TSG is the largest service and equipment provider in the industry with more than 30 years of experience in installation, service and maintenance, supporting independent networks, multinational oil companies and supermarkets across the UK.

TSG Technics specialises in the provision of a vast array of forecourt signage solutions, creative options, manufacture, installation and project management tailored to suit the client’s business. With a wealth of expertise, TSG can provide support and guidance every step of the way to ensure the best possible result for the site, based on location, space and budget.

Whether upgrading existing signage, transforming a blank space or executing a complete rebrand, TSG can help to make ambitions a reality. Following a comprehensive site survey and risk assessment, TSG is able to evaluate the optimal solution for the business with accurate measuring, detailed planning and specifications. TSG works with a range of suppliers, who use the latest sign-making technologies to create visually stunning signs that make a real impact. Whilst mainly working in the petrochemical sector, the company’s client base extends to the hotel industry and large retail chains throughout the UK.

TSG’s highly skilled teams are extensively trained to work in challenging situations and explosive atmospheres, to ensure forecourt signage is installed correctly and safely, providing a durable and eye-catching solution for its customers. To safeguard the lifespan of the products, TSG only selects the best materials and fixings and advises on the most advantageous location and fitting of the signage. In addition, the company provides a first-rate ‘Care & Protect’ aftersales programme, which helps to keep signs, lighting and canopy in tip-top condition.

TSG is able to supply and install all types of branding signage plus many more, from regulatory health and safety signs to forecourt canopies and totem poles. Here are just a few examples:

Built-up letter signs
Digital print and vinyl applications
Fascia signs
Flexible PVC face signage
Illuminated signs
Totem poles
Canopy branding

*Please note: all of the signage solutions listed above are carried out by a TSG company – DRB UK Limited.

TSG products, services and solutions

TSG UK supplies, installs and maintains a wide range of products and equipment for the retail fuel sector, including but not limited to:

Tokheim and Wayne dispensers
EV charge points
New energy dispensers
AdBlue solutions
Payment terminals
Self-checkout
Forecourt media solutions
Kärcher car wash systems and associated cleaning products
Fleet solutions
Tank gauging
Electronic point-of-sale (EPOS)
Service and maintenance
Training

Forecourt branding