Signs FAQ 140 - 144

• National companies use their signage, architecture, and logos in every type of advertising they do, thereby reinforcing their corporate image and creating a "top-of-the-mind awareness" with consumers worldwide.To do this, use your company logo or graphic on all of your signs, stationery, uniforms, company property, vehicles, etc.
• Repeated viewing of your company's logo, especially on your sign, will help "brand" your business and location, and create "top-of-the-mind" awareness for your existing and potential customers.

1. Signs are the most effective, yet least expensive, form of advertising for the small business.
2. A sign is your introduction and handshake with those passing by, identifying your business to existing and potential customers.
3. Signs are always "on the job" for you, advertising 24 hours a day, 365 days a year.
4. People often judge a business by how it looks on the sign.
5. Many merchants increase their business measurably just by adding a good sign. Take a look down the street, which business catches your attention and compels you to enter their premises.

1. You know your business better than anyone else. Express that in your sign.
2. Keep it simple to 'READ'. Avoid over complicating how to read the message.
3. In as few words as possible, clearly communicate what you are selling.
4. A picture depicting your product or service adds impact and clarity.
5. Present the image you want to project that will attract customers and entice them to stop, shop, and buy.
6. Determine the best sign type, size, colors, and placement, keeping in mind what the sign will look like from the street and sidewalk. The proper design of your sign is critical to its effectiveness.
7. Crowding the sign with too many words or lines of text makes it impossible to read from a distance. Use as few words as possible. In general, not more than 5-7 words, with 3-5 being ideal.

You pay for the sign once and it works for you 24 hours a day, 7 days a week for years. Use of other media requires paying month after month and you never have the benefit of ownership. You also have no assurance that you're reaching potential customers. NOR, can you reasonably put that message directly in front of your customers eyes over and over without added expense.

From a business owner's perspective, a sign should not be viewed as an expense, but as an advertising investment. When you factor in your return on investment, signs are not expensive. An effective sign will most likely pay for itself many times over. The exercise is to get customers inside your business, buying and being aware of you. This is why we make banners, they never lose.