Having a consistent and reliable marketing strategy is vital for a thriving business. Using a building sign is a simple, yet proven way to establish and promote a company's brand. It is the first thing people see going in, and the last thing they see coming out. A quality building sign will leave a lasting impression on clients and customers, and if it is memorable, it will be etched into their mind. There are three important factors when choosing the right signage for a business: visibility, originality and effectiveness. Visibility Simply putting a sign on a building and hoping to attract customers isn't going to cut it. Strategic placement of the sign is critical to its success. Choosing the right display environment, such as where the sign will hang to get the most eye attention, is crucial. Is it visible from the sidewalk and street? Can people read it easily from a distance? Is it being obstructed by trees or other obstacles? These are all important questions to ask when picking a sign's location. Originality Having an original and appealing building sign will determine how effective it is to the public. It should be an original design that is unique and simple for people to process. Many people are only going to have a few seconds to look at it if they are driving by or briefly walking past it. If the sign is too banal or not memorable, it will go unnoticed; if it is too "cluttered" with excessive writing, colors and multiple fonts, people will probably roll their eyes and forget it. The sign should have just enough information about the building to convey what the business is about, and how it can benefit their lives. It should be clear and concise. The company logo, an attractive and minimal color scheme, and just the right amount of text to convey essential information, should be the objective. Effectiveness With a good mix of visibility and originality, the building sign will have its intended effect. People driving and walking by it will be able to absorb just the right amount of information, and it will stick in their head. The sign should "pop" out enough to grab potential clients and customers, but it doesn't need to yell at them. It should also be inviting and welcoming to returning customers, as well, much the same way the smile of an old friend is.