What’s Your Sign?
Good signage can make new customers aware of your business, and help those looking for you to easily find your location.
How often have you looked for a business and been frustrated because you couldn’t see the sign and there were no street numbers on the buildings?
Many areas have restrictions about the size, type and number of signs you may post. Make sure your signs are in compliance and get any required permits before erecting signs.
Your sign should reflect your business. A law firm might have a simple, dignified sign, while a toy store could use bright colors and images. An upscale salon would want to portray a different image than a discount hair cutter.
Make the sign easy to read, even when customers are driving past. Letters should be bold, in an easy to read font. If you have a recognizable logo or color scheme, use it on your sign. Consider using a sign cut in a shape that relates to your business, such as a car-shaped sign for an auto repair shop.
Will customers be looking for your business name, or another name? Are you an authorized dealer or repair center for major brands? Putting those brand names and logos on your signage may attract customers.
Whether it is on your sign or the building, make your street number easy to read from the street.
If your location is hard to find, put up signs to direct customers to you. For example, if you are located behind another building and not visible from the street, put up one or more signs pointing customers to your building. Of course, make sure you are allowed to post signs in those locations.
Once customers find you, make it easy for them to park and enter. If there is any confusion about where they are allowed to park, or if they can be towed if they park in the wrong place, put up signs to direct them to appropriate parking areas. If the entrance isn’t obvious, make sure signs lead them to you.
Some businesses use a marquee to make announcements, highlight sales, tell of the arrival of new products and show other promotions. Change the message periodically so the marquee displays news. Some businesses post funny sayings or proverbs to get attention from customers.
Signs in your windows can serve many of same functions as marquees. Use professionally created signs or hire a sign painter to paint signs on your front windows.
Check work orders carefully to avoid incorrect words, misspellings and grammatical errors. Don’t count on the sign maker to do it for you.
Don’t forget other places you can put signs. Get magnetic signs for your vehicles. If you work at customer sites, use yard signs. Roofers and remodelers do this all the time. When they do a job, they post a sign in the customer’s yard announcing who is doing the work.
Signs put your message in front of customers and helps lead them to you. Well-designed signage is a great investment in your business.
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