In an era dominated by digital ads, social media, and email marketing, it’s crucial to recognize the often-overlooked power of outdoor signage. Unlike online strategies, outdoor signage offers unique benefits, including visibility, permanence, and daily exposure, making it an indispensable tool for any business. But what are the best outdoor signs for advertising a business?

While online strategies are essential, they don’t replace the visibility, permanence, and daily exposure that an effective sign provides. For local businesses across Northeast Ohio—from Lorain to Sandusky, Elyria and beyond—the right sign placed in the right spot doesn’t just advertise a product or service. It builds a brand.

If you’re thinking about how to improve visibility, attract more walk-in traffic, or create a more memorable first impression, here’s what you should know about choosing the best outdoor signs for advertising a business.

Why Outdoor Signage Still Matters

Every business owner faces the challenge of deciding where to invest their marketing budget. While digital platforms often require continuous spending to maintain visibility, a well-designed outdoor sign is a one-time investment that pays dividends every day it’s up. This cost-effectiveness can instill a sense of financial savvy in your marketing decisions.

Outdoor signage works because it’s:

• Constantly visible to local traffic
• Easy to understand at a glance
• Highly effective at driving foot traffic
• Cost-effective compared to other advertising methods
• Customizable to match your brand identity
• Proven to increase sales and awareness

A study by the University of Cincinnati found that nearly 60% of businesses reported increases in sales, transactions, and profits after updating or installing new signage. This proven effectiveness should give you confidence in the power of outdoor signage for your business.

What Makes a Good Advertising Sign?

A promising sign does more than list your business name. It tells a story. It signals professionalism. And it makes a statement in a world full of distractions.

When evaluating sign options, keep these characteristics in mind:

• High visibility from key traffic areas
• Clear, readable fonts and strong contrast
• Use of lighting or illumination for nighttime visibility
• Materials that withstand Ohio’s changing seasons
• Integration with your overall brand design

If you’re unsure where to start, begin by identifying your goals. Are you trying to draw new customers from the road? Help people find your building in a complex? Promote daily specials? Different signage styles serve various purposes. Once you’ve identified your goals, the business signage process can begin.

The Best Outdoor Signs for Advertising a Business

Choosing the correct type of sign depends on your location, audience, and the message you want to convey. Here are the most effective options for outdoor business signage.

Pylon Signs

Pylon signs are tall, freestanding signs designed to be visible from a long distance, especially to passing vehicles. They are ideal for businesses near highways or set back from the road. Common in shopping centers and industrial parks, pylon signs are highly customizable and can include lighting or LED message boards for added functionality.

Monument Signs

Lower to the ground and often constructed with architectural elements such as stone, brick, or stucco, monument signs are ideal for businesses seeking a polished and professional appearance. Medical campuses, schools, and office parks frequently use monument signage to mark entrances.

Channel Letter Signs

Individual 3D letters, often illuminated, form channel letter signs, which are then mounted to building faces. Retail stores, restaurants, and franchises commonly use these signs. They offer strong branding, especially when installed above entrances, and are a staple for storefront visibility in downtown areas and shopping plazas.

Cabinet Signs

Also known as box signs, cabinet signs enclose lettering and graphics within a lit or non-lit box. They are a good choice for smaller businesses seeking a versatile and easy-to-maintain solution. You can mount them directly on walls or poles and are particularly effective when designed with a light box for nighttime visibility.

LED Message Boards

LED signs offer one of the most flexible ways to advertise. You can update messages daily, seasonally, or for special promotions. Schools, churches, banks, and municipal buildings often use these to share real-time updates. Businesses can utilize LED signs to promote flash sales, events, and key service offerings.

Outdoor Signs as Part of a Marketing Strategy

The best signage doesn’t exist in isolation. It reinforces everything else you’re doing to build your brand. Your website, business cards, social media presence, and in-store experience should all reflect the same messaging and visuals found on your sign.

Signs can also do what digital marketing can’t: advertise passively and continuously without relying on an internet connection, login, or algorithm. They build familiarity, which builds trust. And trust leads to conversion.

If your business is growing or you’re opening a new location, investing in quality outdoor signage is one of the most intelligent long-term marketing decisions you can make.

Brady Signs is a third-generation family business that has been a premier provider of business signage solutions throughout the North Central Ohio region and beyond for over 50 years. We’re here to discuss how our eye-catching signage can transform your brand into a statement.