Speech from 2022 on “Why are signs so important to the success of a business?” by Buddy Swisshelm, Digital Signs and Marketing

I have been in the sign industry since 1980—more than forty-five years of experience helping businesses stand out and succeed. Over that time, I’ve learned that true success doesn’t come from luck or timing, but from the small, consistent details that most people overlook. It’s the little things—the daily habits, the attitude, the relationships, and the commitment to excellence—that separate good businesses from great ones.

One of the keys to success is actually quite simple—it’s a math problem. To build a thriving business, you must have enough customers on a consistent basis. You can be the best baker, the most talented hairstylist, or the most skilled professional in your field, but if not enough people know you, trust you, and choose you, your business will struggle. Success isn’t just about talent; it’s about visibility, consistency, and connection. The numbers must work, and it’s your job to make sure they do.

I am proud that the product I’ve sold for more than forty-five years—a good, effective sign—is part of the solution to this challenge. A well-designed sign does far more than display a name; it speaks for your business 24 hours a day. The right sign is visible soon enough for a customer to hit the brakes and pull in. It makes a powerful first impression and helps your business stand out in a crowded world. Most importantly, it creates top-of-mind awareness—so when customers think of your product or service, they think of you first. A good sign can make all the difference; in many cases, it’s the deciding factor between success and failure.

Different Types of Signs and What to Look For

Your primary sign—often called the name sign—is the foundation of your business identity. It should clearly display your business name and give a quick sense of what you do. Remember, most people driving by your location only have a few seconds to read your message.

Keep it simple. Too many words reduce readability and force you to use smaller letters, making your sign harder to see and understand. A clean, bold design with a short, descriptive message will make a stronger impression and draw more customers. Your goal is not to tell your entire story on the sign—it’s to get people to notice you, understand what you do, and feel confident enough to stop or remember your name later.

The Power of Visual Branding in Signage

One of the best ways to create a lasting impression—and to inspire impulse business—is by including a strong logo or recognizable graphic on your sign. Words are easy to forget, but images stick in our minds. A well-designed logo helps customers remember your business long after they’ve driven by. It connects emotion to recognition, and recognition builds trust. Whether it’s a simple icon, a unique color scheme, or a memorable image, visuals give your business an identity that words alone can’t achieve.

Including a graphic or logo isn’t just about appearance—it directly impacts your bottom line. In nearly every case, businesses with signs that feature strong, recognizable logos attract more new customers and generate higher revenue than those with text-only signs. A logo gives your business identity, personality, and memorability. It turns your sign from a statement into a brand. When people see your logo repeatedly, it builds familiarity—and familiarity builds trust. Over time, that recognition translates into more visits, more sales, and greater long-term success.

Wall Signs vs. Road Signs: Understanding the Cone of Influence

Every sign has what I call a “Cone of Influence.” This is the visual field a driver sees while traveling down the road. If your sign falls within that cone, it has the power to grab attention, communicate your message, and ultimately impact your bottom line.

Wall signs or flush-mounted building signs often serve a different purpose. They enhance your image and reinforce your brand, but unless your building sits hundreds of feet from the road, they rarely generate significant new business. Their influence is limited because of the angle of approach—drivers simply can’t see them until it’s too late to react.

A roadside or pole-mounted sign, however, sits directly in the driver’s line of sight and has a much greater chance of drawing in customers. If your business is set back more than 100 feet, a wall sign may still be visible within the cone and therefore more effective. But when your location is closer to the road, visibility drops sharply. In short, if your sign isn’t in the cone, it isn’t in the game.

In nearly every case, it’s far wiser to invest in a double-sided road sign than to save a few dollars by settling for a building-mounted sign. A road sign works for you day and night—it reaches new customers, captures passing traffic, and continually advertises your business to people who may not even know you exist yet.

A building sign, on the other hand, primarily serves those who are already looking for you. It reinforces your brand, but it doesn’t create new business. The difference between the two isn’t just placement—it’s profit. A well-positioned, double-sided road sign is an investment that pays for itself many times over.

Digital Signs — A Game Changer

Over the past two decades, digital message centers have completely transformed the sign industry—and the profitability of the businesses that use them. A digital sign isn’t just a sign; it’s a dynamic marketing tool that works around the clock. In many ways, it’s like having a thousand signs in one.

With a digital sign, you can display all your products, services, and promotions in a way that demands attention. You can instantly update your message to focus on what matters most today—whether it’s a weekend sale, a new service, or a seasonal offer. This flexibility gives you the power to market your business in real time.

The attention-grabbing ability of a digital sign far exceeds that of a traditional name sign. It becomes the first read every time—capturing eyes, creating curiosity, and driving impulse decisions. When properly designed and placed, a digital message center doesn’t just inform—it performs. It’s one of the smartest and most effective advertising investments a business can make.

In recent years, the clarity, color, and overall performance of digital signage have advanced dramatically—especially with the introduction of the new 6mm displays. These high-definition signs are truly stunning. They don’t just advertise; they elevate your entire image, projecting professionalism and quality before a customer ever steps through your door.

The 6mm digital sign has become a mainstay in the modern sign industry. Its crisp resolution, vibrant colors, and unmatched flexibility have set a new standard for how businesses communicate with the public. Simply put, no other sign product has had such a powerful impact on the bottom line. Digital signs attract more eyes, generate more traffic, and build stronger brands—and they do it 24 hours a day.

In Closing

Every business must pay close attention to its return on investment with every decision it makes. Every penny you spend should come back dressed like a nickel—bringing more value than it cost. That’s how long-term success is built.

Proper signage is one of the few investments that can truly pay for itself in a matter of months and then continue to work for you with little or no additional cost. A well-placed, well-designed sign never stops selling. It promotes your business 24 hours a day, 7 days a week, for decades. In short, your sign is not an expense—it’s an employee that never takes a day off.