Signs are a business necessity. Every legitimate business needs and uses signage in some manner. Even a local professional office identifies itself in the building directory and on its wall or doors. Signs announce a business and its identity. Signs give you the opportunity to showcase your logo, slogan and presence in the community.

Signs are relatively inexpensive, permanent and practical. A sign is a powerful tool that performs three major communication roles. Signs identify your business. Signs provide you with a medium for your customized message. And, signs build your business image.

An external building sign identifies your business location. While the passerby can easily spot most businesses, if you are n a location that doesn’t have high visibility—put a sign to work. A sign can direct customers to your location and in many ways create a storefront for your business. If your sign does not compensate for a hart-to-find location, your foot traffic will be diminished. Look for ways to create a sign that has an advertising theme for the yellow pages, newspaper ads and for the sign. Think marketing impact.

An effective sign is the most successful means of attracting the attention of the passing motorists. In order to reach this market, the sign must be large, both in total size and lettering. The message should be clear and concise. To complete its task of identification, the external sign must identify your location and your type of business. If a consumer spots you company sign, the sign must clearly identify what your business does—no Acme, company and the phone number. Be specific and grab attention.

Interior signage is best used in department-type stores to identify the location of specific items. A well-known supermarket chain instituted a policy of listing all its departments on one of the major walls of its stores. This practice makes shopping more convenient for the customer. Temporary interior signs are essential in marketing merchandise that you want to push or merchandise that is on sale.

It is generally appropriate to have your sign carry an advertising message. Signs are an excellent means of advertising your business. For example, a well-designed restaurant sign would give a sense of the restaurant’s style be it casual or formal. A well designed sign can accomplish a variety of tasks beneficial t your business. Every action you take should help build the visibility and positive image of your products and services. Your signs convey a sense of the business and can positively influence the customer’s perception of the merchandise.

To discuss how you can effectively market your business, contact the SCORE® Association (Service Corps of Retired Executives). More than 12,000 volunteer, business counselors are available to provide free and confidential business counseling to entrepreneurs. SCORE® is a non profit association, which has assisted more than 3.5 million entrepreneurs. To request a referral to the SCORE® chapter nearest you, call 1 (800) 634-0245.