If you’re a business owner in Northeast Ohio, you’ve likely seen how competitive the landscape is, whether in downtown Cleveland or along the busy corridors of Route 90. How can you ensure your brand stands out with many businesses vying for attention? With illuminated on-premise signs!

At Brady Signs, we’ve been helping local businesses get noticed for over 50 years. One of our most effective and often underestimated tools is illuminated on-premise signs. Think of them as your business’s 24/7 handshake to the world: they introduce you, welcome customers, and reinforce your brand with every glance.

So, let’s break it down: What are illuminated on-premise signs, why do they matter, and how can they help your business grow?

What Are Illuminated On-Premise Signs?

An illuminated on-premise sign is any signage installed at your business location,  including internal, external, or backlit lighting to ensure visibility day and night. These signs are typically mounted on your building, a pole, or a monument-style structure outside your storefront.

Unlike billboards or radio spots, on-premise signs are permanent brand ambassadors for your business. They’re designed to be visible 24/7, and when illuminated, they continue to work for you long after the sun sets.

Common types of illuminated on-premise signs include:

• Channel letters (individually lit letters often seen on storefronts)
• Lightbox cabinet signs
• Monument signs
• Pylon signs towering above shopping centers
• Digital LED message boards

Benefits of Illuminated On-Premise Signs

When designed and installed correctly, illuminated on-premise signs do far more than look good. Here’s why they’re one of the most innovative marketing investments a local business can make:

1. They Reinforce Your Advertising Program

You might be running ads on social media, Google, or the local paper, but what happens when someone drives by your store and doesn’t recognize you?

An illuminated sign ties all your advertising together. It gives physical presence to your digital and print marketing efforts. When customers see your ad online, then drive by your well-lit sign, the connection clicks: “Oh, that’s the place I saw online!”

In short, signs anchor your brand in the real world.

2. They Increase Brand Awareness

Consistency is key to branding; a bright, clear sign builds familiarity with your audience. The more people see your name, logo, and colors lit up in the same way every day, the more trust and recognition you build.

Here in Northeast Ohio, where winter days are short and foggy mornings are typical, a sign visible even in low-light conditions ensures your business isn’t forgotten. It keeps you top of mind with customers, even if they’re just driving by on their daily commute.

3. They Guide Customers to Your Location

We’ve all driven past a business because we didn’t see the sign in time to turn. That’s a lost sale you may never get back.

Illuminated signs serve as beacons, especially for businesses on busy roads or strip malls. A well-placed, well-lit sign directs customers to your doors, which is especially important for new or out-of-town visitors.

Today’s LED technology offers brighter, more energy-efficient signs that stand out even in high-traffic areas. Don’t forget to consider line-of-sight, lighting regulations, and placement to ensure maximum visibility.

4. They Enhance Your Business Image

Nothing says “open for business” like a clean, glowing, professional sign. In contrast, a dim, flickering, or outdated sign can suggest neglect, even if your service or product is top-notch.

Think of your sign as your business suit: it’s the first impression you give and sets the tone for what customers can expect inside.

We’ve seen it repeatedly in cities across the Buckeye State—an updated illuminated sign boosts curb appeal, builds trust, and shows that you’re invested in your business.

Maximizing the Impact of Your Signs

After decades of working with businesses across Northeast Ohio, here are a few of our tried-and-true tips for getting the most from your illuminated on-premise sign:

• Match your brand: Use fonts, colors, and logos consistent with your other branding assets. This builds trust and recognition.
• Location is everything: A great sign in the wrong place will not perform. Ensure your sign is clearly visible from major roads or traffic flow patterns.
• Keep it maintained: Regular maintenance keeps your sign shining bright. We offer service plans to ensure your sign always looks its best.
• Use energy-efficient lighting: LED signs are brighter and longer-lasting, saving money on your electric bill. Win-win.
• Consider digital message boards: Want to promote daily specials, events, or job openings? Digital LED signs allow for easy updates and dynamic messaging.

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.