Tips for Adding Signage to your Business: What to Expect

Signs are a vital element of any business’s physical presence.  They are a permanent representation of your business to the world, telling people who you are and what you do.  You know you need one, but do you know how to get the right sign to support the goals you have for your business?

Buying a sign might seem straightforward, but it’s really not as simple as “here’s my logo and my slogan…put a sign on my  building.  There are things you might not think to ask, and details that can catch you off guard if you’re not prepared.  The better informed you are at the beginning, the fewer surprises you’ll run into later.

Here are the essential tips for buying a business sign, and what to ask before you get started.

1.  Avoiding Sticker Shock: Understanding What Signs Cost

One of the first things business owners notice when they start shopping for a sign is how varied the price tag can be.  A well-made sign isn’t cheap, but that’s because it’s more than just a display, it’s a long-term marketing tool.    Factors like size, material selection, lighting, installation, and even permitting all play a role in the cost.

A price tag on the higher end might throw you for a loop, but one of the most important tips for buying a business sign is to think long-term.  Price has two drivers: sign type and sign quality.

The type of sign you choose can add or subtract a zero from your price.  Understanding what it can do in terms of contributing to the growth of your business can help calculate the return on investment.  For example, just increasing the revenue 5% on a $1 million business that makes 50% margin puts $50,000 in the bank that you didn’t have.  A $50,000 sign pays for itself in one year and adds profit for many years to come.

The quality of a sign determines how long it looks good, attracts customers, and helps build brand recognition.  A cheaper sign might save you money now, but maintenance issues, fading, or visibility problems will cost you more in the long run in brand equity and revenue.

Questions to ask to address price concerns: What’s included in this quote? How well does it represent my company?  How much additional revenue will it help to bring in?  How long should I expect this sign to last?

2.  Timeline Surprises: How Much Time Should I Budget?

A new sign isn’t something you can pick up off the shelf.  From design and permitting to fabrication and installation, the process takes time.  A custom sign might take weeks or even months to complete, especially if it involves special engineering or approvals from city officials.

One of the most overlooked tips for buying a business sign is early planning.  If you’re opening a new location or rebranding, start the sign process as early as possible.  That way, you won’t be scrambling at the last minute to get your sign up before opening day.

Questions to be asked to understand your timeline: What does your timeline look like? What could delay this project? When should I get started?

3.  Permits and Regulations: Navigating Unexpected Red Tape

Many business owners don’t realize that installing a sign usually requires city or county approval.  Zoning laws, size restrictions, lighting regulations and more can all impact what kind of sign you’re allowed to have.

The right sign company will manage the permitting process for you, ensuring your sign meets all legal requirements.  Beware of a company that doesn’t discuss the permitting process BEFORE they send you a design or a price.  What is permissible and what is possible for your sign has to factor in permitting restrictions, otherwise you are going to waste both time and money short term and long term.

Questions to ask to ensure the job is done right: Will you handle permits for me? What are the restrictions I should know about?

4.  Visibility and Readability: Will Your Sign Actually Work?

A sign can look great in a design mock-up but fail in the real world.  Fonts that are too thin, colors that blend into the background, or placement that makes it hard to see from the road can all make a sign ineffective.

Think about your audience.  Will they be driving past at high speeds? Walking up to your storefront? Your sign needs to be legible from the right distance and under different lighting conditions.  The best sign companies will help guide you through this, making sure your sign is as functional as it is attractive.

Questions to ask to ensure functionality: Will this design be easy to read from the street? Can you show me examples of similar signs you’ve done?

5.  Choosing the Right Sign Company: Experience Matters

Not all sign companies are the same.  Some only handle certain types of signs.  Others outsource parts of the process, which can lead to delays and communication issues.

Look for a company that is fully integrated, one that handles design, permitting, manufacturing, and installation in-house.  They’ll be able to manage the project from start to finish, ensuring quality control and a smoother process.

Questions to ask when selecting your sign partner: Do you manage everything in-house? Can you walk me through your process?

Put Your Best Face Forward

You don’t need to know everything about buying a sign, but you do need to know the right questions to ask.  Understand the real costs, plan ahead, stay compliant, and work with a sign company that knows what they’re doing.  By following these tips for buying a business sign, you'll avoid costly surprises and ensure your sign reflects your brand effectively.

Need help finding the right sign for your business? Reach out to Flexlume to discuss the right fit with a sign company that’s done this before, and done it right.