While the phrase “what’s your sign?” is a definite non-starter in the dating world (or at least it should be), things are quite different when the conversation and context turns to business — because the importance of your business sign is huge, and possibly much greater than you think.
Indeed, a business sign isn’t simply a label that hangs on a wall, the side of a building, or on top of a stand or structure. It’s an intrinsic and influential part of your brand that will either help you get noticed and stay top-of-mind in your marketplace — or push you off to the side and fall off the map.
Obviously, you need to achieve the former and avoid the latter — which means that if you aren’t happy with your current sign, or if you’re about to launch a new business, then you need to find a company to take you to the business sign promised land. Here’s what to look for when assessing and evaluating various partners:
- Experience
There is a multitude of sign types, materials, sizes, shapes, features — and the list goes on. Make sure the company you choose has experience with each one and will educate you on the advantages, drawbacks, pros, and cons.
And by “educate” I don’t mean drill you with marketing hype or push you into buying one type vs. another. Educate means educate; i.e. you’re empowered with transparent, objective data so you can make an informed decision.
- Portfolio
While every business is unique — including of course, yours — you nevertheless want to take a look at the work that a business sign company has done to get a feel for their attention to detail, creativity, and simply to verify that they aren’t new to the field (there’s nothing wrong with being new, but right now you’re looking for experienced professionals who’ve “been there and done that”).
What’s more, you shouldn’t even have to ask for high-resolution photos. They should be available on the website for you to browse at your convenience. A nice example of this is Landmark Sign USA, a leading sign company.
- Design
A business sign is part of your brand and an extension and expression of it as well — which means that you need a customized design process vs. a generic “one-size-fits-all” template (that, as we all know, never really fits anyone or anything).
As such, ensure that the company that you work with is going to invest quality time to understand your unique needs and preferences, and incorporate your vision into an overall cohesive design concept that impresses you, and inspires your customers.
- Cost
Naturally (part 1) cost is always a factor, and naturally (part 2) you’re going to get what you pay for. However, this certainly doesn’t mean you should spend more than necessary. A professional business sign company that does business the right way — and wants to earn your trust — will provide you with options to help you get the most for the least. For example, they may suggest that you choose a vinyl sign instead of a digital sign for an interior (i.e. non-customer facing) room or space, or for a special event that you have coming up (e.g. conference, trade show, etc.).
- Support
What happens after your sign is installed and you have questions? Or what if something goes wrong, such as the sign is damaged by severely inclement weather? Ensure that you have access to support and help into the future, which may include maintenance (if it’s part of your overall agreement).
The Bottom Line
You work long and hard to make your business successful. Naturally, your business sign — and indeed, the company who builds it — should work just as hard as you to connect with customers in a crowded and competitive marketplace. Anything less means that your sign isn’t a profitable asset, but instead is a costly liability.
