- A sign tells the public that your business exists.
- A sign helps "brand" your company.
- A sign attracts and guides your customers.
Action Steps
The best contacts and resources to help you get it done
Choose the best location for your sign
Are you placing your sign in a lobby or in a window, mounting it on your building, attaching it to tall posts to be viewed by traffic or affixing it to a bench at a bus stop?I recommend: Get excellent advice on effective use of business signs from BuyerZone.com, the Small Business Administration and the U.S. Chamber of Commerce.
Find a sign company
There's a wide variety of signs and the companies that specialize in them. Full-service sign companies will design, install and even get permits for you.I recommend: For national directories of sign companies, start with the membership list of the International Sign Association or the United States Sign Council.Find local sign makers through the Retail Sign Shop Network.When you interview a sign company, ask the questions on this checklist from the Signage Foundation for Communication Excellence.
Figure out how much your sign should cost
Your business sign is a key part of your marketing strategy, so include the costs in your business plan. You can spend $10 for a simple "We're Open" sign at the local hardware store or $30,000 to have "Ye Olde Inne" chiseled into a granite monument. You can pay cash, finance or lease a business sign. Expect to put down a 20-50% deposit when ordering a sign.I recommend: The U.S. Chamber and the SBA give you advice on calculating return on investment for signs.
Put up a billboard
If you've got the room on your roof or your property, these giant messages can grab the attention of your potential customers as they whiz by on the highway.I recommend: Find a billboard company on the member list of the Outdoor Advertising Association of America or go through an outdoor-advertising agency such as EMCOutdoor.Read a comparison of pricing and effectiveness of billboards versus other media.
Light up with neon
Fun and flashy, these signs call attention to your business 24/7.I recommend: Choose from a large selection of ready-made signs or design your own at online shops Everything-Neon.com and Buy-Neon.com.
Get LED for flexibility
Most signs are static – the message stays the same. On an LED (light-emitting diode) digital display sign, content can be changed quickly and easily. New technology makes them affordable for even small businesses.I recommend: Check out this directory of LED companies from DMOZ.org.
Hang up a banner
Cheap and easy, a banner hung on your building can be an entry-level brand builder or an effective announcement of a sale or other special event.I recommend: Besides local shops, there are dozens of online stores -- here are some that offer a good mix of services, price, and quality: Banner-Source.com, Bull Charge Banners, Creative Outdoor Advertising's OnlineSignShop.com, SignBanners.com, Display Signs & Design, SignOutfitters.com, and Sugar House Banners.
Tips & Tactics
Helpful advice for making the most of this Guide
- Signs can qualify as an asset when applying for a business loan. And many sign companies have arrangements with leasing companies.
- Most towns and cities have codes restricting the size, height and location of signs. A reputable sign manufacturer will know your town's regulations.
- Maintain your sign. Shabby signs are like unkempt people. Remember, first impressions count.
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