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Branding That Sticks

Members of the ISP-Wireless list discuss an outdoor, sticky method of branding a wireless Internet service provider. This method is sure to attract eyeballs.

[December 28, 2001]

On the ISP-Wireless list in December, KM inquired,

"I've noticed lately that several WISPs are using stickers on their antennas: it seems like a very cool idea. Is anyone on the list doing the same thing? Any advice?"

A number of respondents suggested simply checking with local sign companies:

[MK advised] "Hunt down your local sign man. Chances are that one or more of them have CNC vinyl cutters. Just peel and stick, and it's weatherproof."

[DD agreed] "I would recommend using vinyl lettering; it's very rugged for outdoor uses."

[JE added] "We use a local company that produces all kinds of labels for all kinds of industries. We use both clear and white labels in two sizes. They're outdoor labels, and they seem to hold up pretty well. We use them on everything: the radios, the antennas, masts, routers, etc.: anywhere we can stick our name. It's easy, and it looks quite professional."

BR warned that it's worth checking local ordinances before putting huge stickers on every antenna:

"I hate to be a wet blanket, but some cities (like the ones around me) specifically prohibit any commercial advertising on private homes. You may want to check that out beforehand, and adjust your order quantities appropriately."

Others contended that a simple logo should be fine, as long as it doesn't look like a billboard:

[LY asked] "Doesn't DISH Network have their entire logo painted onto every dish? I haven't heard of any municipalities trying to block those little dishes from going up on the basis of an advertising decal: as long as it can't be read from two blocks away, it's probably fine. I have seen some towns where local businesses have put up big old ten-foot satellite dishes with full-blown advertisements painted on them to get around local ordinances that prohibited large signs but didn't prohibit antennas!"

[JE laughed] "If you slapped a billboard up on someone's roof, there might be a problem. But as I went out for a smoke just now, I noticed the 'Liebert' label on our air units and the 'Brinks' security logo on our windows. There's obviously a difference between branding and a billboard."

[JD agreed] "It'll help you stick out from the rest of the ISPs: people will drive by and recognize the antenna as yours. It's great for branding, without using blatant advertising. Branding like that should be accepted in most cities. I wouldn't worry about it."

—End