Your business sign is your primary and best opportunity to communicate with your potential customers about the products and services you offer. Consequently, your signs must be effectively designed, well manufactured and correctly installed to optimize your message.
From a business perspective, you should not view your sign as an expense, but rather as an investment. Even though you pay for it once, with proper maintenance your sign will last for years and will give you an excellent return on your investment.
With this investment approach in mind, selecting the right sign company should take into consideration the five primary functions offered by most sign companies:
• Sign Design
a good design will generally begin with a survey of your location and building, or an analysis of the architectural design. This will include traffic volumes and patterns where appropriate, as well as visibility considerations. Visibility, readability (and conspicuity) are important considerations. If the readability is low the sign becomes little more than a street address.
When blended with your company name and logo, and the architectural design of your building, the sign should reflect your marketing plan and the street presence that is unique to your business. If you don’t have a logo or unique type style, your sign company’s designers will help you develop one that you can use throughout your business and with other advertising media to reinforce or “brand” your business.
The sign should be large enough for customers to read, react, and stop safely at your location. Make sure your sign is designed for maximum “branding” potential so as to influence a purchase, as well as compliment your locations architecture.
• Permitting
your sign company will usually obtain the necessary sign and electrical permits, except when there are unique local governmental conditions. When variances are required, you and your sign company can work together in presenting your needs to the appropriate officials as needed for approvals.
In many communities your sign company must be a licensed contractor in order for them to obtain the permits if they are required.
• Manufacturing
Make sure that your signs are constructed to conform to local and national codes and standards. This is essential to ensure that your sign is indeed a long lasting asset. Good workmanship is a must.
Visit the prospective sign company and be sure to look at the condition of their factory and the quality of the product they build. Ask for references, and look at other signs they’ve built in the local community. Talk to the business owners about the signs they have purchased from the company you are thinking of purchasing from. Drive around your area looking for attractive signs and if you find one you like, ask the business owner where they purchased their sign. When purchasing an electrical sign, ask if it is UL listed.
It can take 6-8 weeks to complete certain types of signs, depending on the size and type of signs you choose. Be patient, design, production and installation of signs does not happen overnight. Begin your company and sign selection very early in your business setup process.
• Installation
Sign installation often requires specialized equipment and is a major component associated with selecting a sign company. As mentioned in “Permitting”, communities often require that the sign company be licensed before the installation permit can be issued. Safety is essential. Be sure that the sign company and their installers are appropriately insured to work at your property or you will be assuming liability for their crews’ safety practices.
• Sign Maintenance
a sign is a visual device so make sure customers can clearly read your signs. Be sure that your sign company is able to keep the sign in good condition. Were they engineered for economical maintenance? Do they have the equipment needed to perform ongoing or periodic service? Ask these questions and make sure you get answers.
It’s hard not to focus primarily on price. However, if you do, you’re likely to purchase a lower quality product with limited life expectancy – a product that will convey a poor image to potential customers. Make sure you invest the right amount of time and carefully consider all these things before making your selection.
Designing, permitting, manufacturing, installing and maintaining a sign is complex. If it’s not done properly, you will not be communicating effectively and could lose potential customers.
