There are Asian grocery shops within a mile radius of Germantown, Maryland. The one store I did visit was located off the main road, making it difficult to find. The sign was posted in an Asian grocery store. I knew they had goat meat. This is a special treat for Indian meat-eaters.

I cannot count how many times I have used their business signs in Brisbane to help me start a business. Here’s why business signs work.

Five Reasons Business Signs Work


Your sign is essential for a small brick-and-mortar business. It acts as a guidepost, directing customers to your business and attracting new customers. People driving by your business will be more likely to visit it if you’re new. Local businesses are important to people moving into the area.

Brand Promise

Signs should be clean and bright. They should communicate your brand promise, reflect your company’s high standards, and highlight your uniqueness. Sign boards that are damaged or smudged can harm your brand’s message.

Special Occasions

The photo shows that SXSW in Austin is a major event. This small business attracts people walking by. Find local events and community gatherings such as parades to increase awareness of your business.


Groupon created a buzz by renting space outside Living Social’s Washington, D.C. offices. These signs are often found on highways advertising gas stations or restaurants just a few minutes from exit ramps. In high-traffic areas, signage is essential as it allows overflow traffic from other locations to find your business and decide to use it.

Online-Offline Connection

The picture at the top of this post is from an Irish pub in Washington, D.C., which advertises its Facebook page.

If you don’t have the time or desire to make a quick stop, adding your website URL to your sign is a great idea. If your sign is easily scannable, adding a QR code is smart.

Your website may be a good idea to include photos of your business’s physical location, signage, and surrounding areas. This will ensure that people are familiar with the surroundings and business when they visit.

More people find your business online, but that’s only half of the story. You can appeal to people walking by your business daily if you have a great place.