The Art of Naming Your Billboard Business: A Marquee Decision

In the world of billboard advertising, a sign can speak a thousand words — but none as crucial as the name of the company that puts it there. The act of naming your billboard company isn't just a formality; it's an essential key to your branding strategy and overall success. Let's take a high-level journey through the process of naming your billboard business, ensuring it stands out in the vast skyline of competitors.

The Power of a Single Word

The industry standard, as old as the billboards themselves, is the one-word moniker proudly displayed on the sign's skirting, known as the "shield." This tradition, rooted in simplicity and impact, calls for a single, powerful word that encapsulates your company's identity. Whether your full name is "Arkansas Outdoor Advertising" or "Arkansas and Associates Outdoor," it is the shield word "Arkansas" that will anchor your brand in the public's consciousness.

The Right Word Sets the Right Tone

The one word you choose carries weight. It defines you, represents you in meetings, and resonates with clients. You become "the person from [Your Shield]," and that association must instill confidence, reliability, and strength. When I founded my first billboard company, I named it "Chase," borrowing credibility from a well-respected banking institution. Remember, in an industry where face-to-face office meetings are rare, your company name is your first and most lasting impression.

Think Bigger Than Your Name

Resist the temptation to name your company after yourself. In the quest for market confidence, appearing larger and more established than you might actually be is vital. Using a personal name risks being perceived as a one-person operation, which can undercut client confidence in your capacity to deliver. Names like Clear Channel and Fairway have set industry precedents that evoke size and stature without resorting to personal names.

Clarity in Pronunciation

Your billboard company's name will be your calling card, uttered countless times over calls and in conversations. It should roll off the tongue with ease. A name that's a tongue twister is a non-starter. The litmus test? If you can't repeat it ten times fast without tripping up, it's back to the drawing board. Your clients should find it as easy to say as you do.

The Launchpad for Success

A well-crafted name is more than a label; it's a launchpad for success. It sets the stage for positive perceptions, conveys size and stability, and can be the subtle edge needed in a competitive market. Before you print your business cards or commission your signage, invest in the process of choosing a name that will resonate, endure, and win.


Choosing the right name for your billboard company is a crucial step towards establishing your brand and building a successful business. It should be succinct, memorable, and reflective of the values and stature you wish to project. As you ascend in the world of outdoor advertising, let your company name be the banner that others look up to — literally and figuratively.

As you embark on the journey of naming your company, remember that this name will be your banner in the sky, so choose it with the vision and precision that will reflect the heights you aspire to reach.

Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.