You Found a New Location, But Can You Hang Your Sign?

Unfortunately, I hear this phrase way too often: “I wish I would have know this before I signed my lease.” Usually this occurs after I have to explain to a business owner that the type and size of sign that is allowed at their location is not adequate. If you are thinking about signing a lease, purchasing a business or building, be sure to have someone who is familiar with the city’s sign ordinance research it for you and explain what you can and cannot have.  After all, you do not want to end up in a place where your business cannot be clearly advertised.

Signs are a crucial part of the advertising and marketing plan for most business types. In fact, fifty percent of foot traffic, for many businesses, is due to their sign or signs. Too small or ineffective sign placement can be detrimental to your bottom line. If you’re customers can’t find you, you’ve got a huge problem.

Many cities have, or are in the process of, restructuring their sign ordinance. Some cities are being responsive to business needs by increasing the number of signs allowed, while others are decreasing the the number, maximum height and square footage of signs.

Don’t take for granted that because the business next door has a free-standing sign 25′ tall that you will be allowed the same, or that the letters on the building sign across the street are 22″ H, so you’ll be issued a permit for the same height. In fact, it definitely is in your best interest to check with a sign professional prior to signing any binding contracts or documents. He or she will be able to research the current sign code with all it’s nuances and give you specific information as to what is allowed at the location you’ve chosen.

The United States Small Business Administration Bulletin Number 101 on signage for business says, “…signs are the most effective, yet least expensive form of advertising for the small business.” What’s more, signs are always on the job for you, advertising 24 hours a day, 365 days a year. Good signage can increase a business’s opportunity for success. Don’t overlook this important component of a successful launch of your new endeavor.