What's Your Sign?

No, I’m not talking about your zodiac sign! I am talking about the sign you have to advertise your business.  If you are looking for effective advertisement for your business, signs are one of the easiest, most economical, and impactful ways of attracting customers to you. 

When selecting a location for your business, be sure it is a place that allows you make the use of good signs.  As soon as you put your sign up, potential customers know you are there.  Your sign, both day and night, announces your business to passersby, giving them a constant and repeated reminder of where you are located and (hopefully) what you offer.  In this age of transient society, a sign can be very valuable in increasing your business.  In fact, in select lines of businesses, signs alone are reported to render up to a 40% increase in their business traffic.¹  Although in most cases the increase in customers is considerably lower, the cost of the sign is clearly lower than the revenue the sign generates.  Even if you are at home working, a sign can make a difference in your visibility, if allowed in your neighborhood.

1.        How can I coin my business, that is how can I set it apart from other businesses?

a.       You sign needs to let the public know that you are the “choice”, even if there are businesses that are similar to yours available to customers. 

b.      Given that we are bombarded with messages and signs, signs that help you stand out from your surroundings and from the other businesses located near you is vital.  Most of us have had the experience of traveling down a street and not taking any notice of the businesses, but then one just seems to catch our attention.  That should be the way your sign is designed.    

2.       What kinds of signs should I consider?

a.        There are many types of signs, including ones attached to buildings, freestanding, indoor, and temporary.  Use whatever is appropriate, and makes the most sense.  Take some time to tour your area specifically with the intent of looking at signs and getting ideas. 

3.       Where should I put the sign?

a.       Consider signs that direct people to your business.  You definitely need a sign that clearly announces your entrance.  However, you may need more than one sign, depending on how your business is situated.  If your entrance is not easily spotted from a distance, consider signs that will help customers easily get to your door.

b.      Consider temporary signs (banners, posters, flyers, etc.) and marquee signs that let customers know something very specific about what your business is offering.

4.       What should I put on my sign?

a.       The name of your business, obviously, but make sure it is READABLE and readable from a distance.  Your sign should be very easy for drivers to see and understand.

b.      What your business is.  This is extremely important in most cases, as the name alone probably will not convey enough information. Your statement should be accurate, concise, easy to read, and appealing.

5.       What colors, logos, etc. would be helpful in conveying the message I want customers to have about my business. 

a.       Remember, signs are normally the first (and unfortunately in many cases) the last impression the public may have about your business.  Evaluate what your sign implies beyond just the words.  For example, if your business is targeting upscale consumers, although a neon yellow and red sign would attract attention, would it convey the quality of your product? 

b.      Is your sign appropriate for your décor or the décor of the surroundings?