In a world filled with distractions, standing out is key. When potential customers walk past your store or office and see your sign(s), they’re making split-second judgments and assumptions based on their perceptions.
Signs have the power to stop them and draw people in, but can just as easily lose their interest or turn them away. Proper business signage is an investment in your revenue and your brand. However, before you decide on anything, we encourage you to think through the following factors:

1. Remember Your Brand Identity: Imagine if your bank had signage that was in comic sans font and characters in all different colors. A sign like that would probably be more in line with a daycare or school, rather than a professional institution that you entrust with your financial transactions.
Custom outdoor signs are not just about displaying your business name; they are a powerful extension of your brand identity. Your signage should communicate your brand’s personality, values, and uniqueness. It’s an opportunity to reinforce your brand and build credibility and trust in the minds of your customers. Use your brand fonts, colors and logo to create a cohesive visual identity. When customers see your signage, they should immediately associate it with your brand, fostering brand recall and affinity.

2. Define Your Audience: To be effective, your sign must convey your store or office’s messaging and “feel.” By defining your audience, you’re more attuned to what their needs are and what they expect from your business. For example, if you’re an outdoors clothing store, you probably want a highly visible sign and some logo features that conveys to outdoor enthusiasts that you have what they are looking for, and they should stop in your store.

3. Understand Your Goal: Think about what your goal is for your signage. If, for example, you want to direct foot traffic, then you want clear wayfinding signs that successfully lead people to your business. If you want to stand out from a row of businesses, then you may want to look into neon signs. Understanding your goal for your sign ties back in with understanding your target audience.

4. Consider Your Budget: The cost of signs can range anywhere from $2,000 to more than $50,000 depending on size, complexity, materials, amount, services, etc. Think about whether you’ll need interior and exterior signage, as that can also significantly impact your budget. It is a one-time investment into your business that can exponentially boost your revenue. Choosing the right custom signage company is key to your success.

5. Look Into Local Zoning Laws: Your sign may be impacted by local zoning ordinances. Cities often require you to obtain a permit for custom signage, so check with the city to ensure you stay compliant.


As Northern New England’s leading signage experts, we are here to help you think through all of the questions and concerns you may have about choosing a sign for your business.  We are a full-service custom sign company, which means we can handle all of your signage needs from start to finish. From researching permits, to designing, production, installation and maintenance, our team of experts is dedicated to providing tailor-made solutions that align with your brand and business objectives. Get a free quote, or call us at 207-396-6111.