A shop front is a piece of wayfinding. If someone cannot read the name from the other side of the street, the rest of the brand conversation is wasted.
We start with viewing distance and speed. A parade with pavement traffic can carry finer lettering than a roadside unit. Contrast against the brick, render or cladding matters more than using every colour in the logo.
Illumination should be designed, not added. Halo lighting suits some elevations; a tray fascia suits others. Cheap modules show as spots in the face, and that is what customers remember at night.
If you are briefing a sign company in Manchester, send photos of the whole frontage, not just the logo. The building is half the design.