Retailers and restaurateurs alike realize the power of a good
sign. Some companies rely on drive-by or walk-by traffic for
customers, and if that's the case with your company, your sign
may be the most important element of your entire corporate
identity.
A good sign must do more than just attract attention; it also
has to be readable from a good distance. That's why your
original logo is so important-one that looks great on a tiny
business card may not transfer well to a huge sign above your
store. Clearly, going to a professional in the first stages of
developing your image is essential. If you find out your great logo
can't be reproduced on a sign, you'll have to go back to
square one and rethink your logo, which will end up costing you
more in the long run.
In recent years, a whole host of new signage materials has
emerged to provide more variety and individuality. This also means
it's harder to choose among all the possibilities, which
include neon, plastic, metal, wood and more. Do some investigating
before making your final decision; there is a wide discrepancy in
prices for various materials. Depending on your location, sign
placement can make a big difference, too. Options include a
free-standing sign, a wall sign, a projecting sign or a roof
sign.
Content Continues Below
Since you probably don't have the know-how or the equipment
necessary to make a sign yourself, you'll have to go to an
outside manufacturer. Don't expect manufacturers to offer
suggestions or point out any problems with your design if
you've come up with one on your own. That's not their job.
Before you head to the manufacturer with your design
specifications, check your local zoning laws. You may find that the
design you've come up with for your fried chicken restaurant-a
30-foot neon number in the shape of a chicken-isn't allowed in
your area. If you are planning to move into a shopping center, the
developer may have additional regulations governing signage that
can be used in the facility.
Most entrepreneurs need professional assistance with signage
since they don't have experience in this area. You probably
won't know how big the letters should be to be visible from
down the block, and you may not know which materials fare best in
inclement weather. For this reason, you should visit a
professional-either a designer or a sign fabricator.
A good designer knows when fabricators are cutting corners and
not using the material requested or doing a shoddy job. A designer
will also be present at the installation to make sure the sign is
put in place properly. The cost of a sign varies greatly depending
on the materials and type of sign. Buying directly from a
fabricator can cost as little as $500, but you run the risk of not
meeting zoning requirements. If you hire a designer, you'll pay
a design fee in addition to fabrication costs, but you have a
better guarantee that the finished product will work for you.
Excerpted from Start Your Own Business: The Only Start-Up
Book You'll Ever Need, by Rieva Lesonsky and the Staff of
Entrepreneur Magazine, © 1998 Entrepreneur Press