Who is responsible for your Businesses BRAND?

Cut Out Signage

Cut out sign makes one visible

Who Should Be in Charge of Policing a Business’s Brand Identity and has this changed over the last decade?

A business’s brand identity can and should be one of its most valuable assets, representing the company’s values, personality, and unique selling proposition. The business’s brand identity encompasses everything from visual elements like logos, color schemes, and typography to the tone of voice and customer experience, from signage and stationary to online representation. In order to maintain consistency, integrity, and recognition, it is essential that a company actively polices its brand identity.

Policing a brand identity involves ensuring that every touchpoint (point of contact between a business and it’s customers and prospective customers) – from marketing materials to employee behavior – aligns with the company’s core values and visual identity. In larger business’s the responsibility for policing the brand identity often falls to specific individuals or departments within the organization. In smaller or one man businesses the responsibility for policing the brand identity often falls to the owner, and can sometimes take a back seat as there are generally more pressing issues – such as surviving, growing the business, selling, marketing and production – that take preference with allocation of time. No matter the size of a business, if one wants the brand to be recognized and mean something it is critical that all stakeholders work closely with external partners, such as signage companies, printing companies and other designers and contractors to uphold the brand’s consistency in all physical representations.

The cost of inconsistent branding is seldom easy to measure but from hands on experience, there are times when if the brand is ‘only slightly’ ‘off’, potential patrons feel sufficient subconscious discomfort that they would rather go to alternative suppliers, even when the preferred supplier is a well known brand. A case in point is a previous banking client of SignForce. A while back when the ex client was still a client I happened to be on site in close proximity to one of their branches. This client is a well known international forex bank, and while observing I noticed how many possible client s would walk up to the door, look up at the signage then back away, check the rates and move on to check the other competing banks in the mall. At that time all the banks were located next to each other. Some of the potential patrons came back, but not many. When I looked a little more closely I noticed that the main signage of the bank was transposed – the logo that should have been on the left of the sign was on the right. Something that was almost in-perceivable to the uninformed, but something that made all informed potential customers balk, because the bank seemed to be ‘fake’.

Who Should Be in Charge of Policing Brand Identity?

  1. Brand Managers or Brand Strategists
    In most
    large businesses, a brand manager or brand strategist is the primary individual responsible for policing the brand identity. In small businesses it is either the owner or one other person who will be responsible for policing the business’s brand.

    The brand manager person typically oversees the development and enforcement of brand guidelines, which include rules for logo usage, color schemes, fonts, imagery, and messaging. Brand managers ensure that these guidelines are communicated to internal teams and external vendors, such as signage companies. The brand manager plays a central role in maintaining the consistency and cohesion of the brand’s presentation across all channels and touchpoints. This means that the brand manager makes sure that, for example, all signage is consistent in shape, colour and feel.

    Brand managers also often collaborate with marketing and communications teams to ensure that the brand’s voice is clear and consistent across advertising, digital presence, customer service, and product packaging. In this way, the brand manager is the first line of defense in ensuring that the brand identity is accurately represented and protected. This applies to ALL aspects of branding, including for example cleaning signs or making sure existing signs are well maintained, as if, for example, the brand stands for clean lines yet the sign is visibly dirty, the lack of integrity of the sign is sure to be almost immediately noticed.

  2. Marketing Teams
    In some
    (larger) organizations, marketing teams also play a key role in policing the brand identity. While brand managers handle the overall strategy and visual identity, marketing teams ensure that brand standards are upheld in all promotional and advertising materials, both online and offline – such as in all signage. This policing the brand includes ensuring that any signage used for events, trade shows, storefronts, advertising boards and other physical spaces remains consistent with the established brand guidelines in every possible respect. It is very easy for a brands logo to be miss-shaped by a graphics designer that loses concentration. If not picked up when getting approved this could result in some embarrassing brand failures.

    Marketing teams may also monitor the use of the brand identity externally, ensuring that third-party partners (such as signage companies) or influencers adhere to brand standards when they feature the company’s name, logo, or messaging. These marketing teams help ensure that the brand image is not diluted or misrepresented in any materials.

  3. Creative Directors and Design Teams
    Creative directors and in-house design teams are crucial in policing the visual aspects of a
    large business’s brand’s identity. They ensure that brand guidelines are accurately interpreted and applied to any creative output. From designing advertisements to creating signage or merchandise, design teams play an integral role in maintaining the visual consistency of a brand.

    Creative directors have the ultimate responsibility for overseeing the aesthetic integrity of the brand, ensuring that designs, logos, and color palettes align with the brand’s overall positioning and strategic objectives. They work closely with brand managers and marketing teams to ensure that visual elements support the brand’s desired image and message.

    For smaller or one man businesses partnering with suppliers (like SignForce who have experience in brand policing as well as project management) in order to (a) outsource the responsibility (at a fee) and (b) free up time and energy for the business owner to focus on the other day to day responsibility of running and growing the business. This partnership can easily be managed by the business owner or marketing person while having a dedicated person or team that is NOT on the full time payroll to ensure that every marketing message is consistent.

  4. Executive Leadership or Chief Marketing Officer (CMO)
    Once again for large businesses, at a higher level, executive leadership – particularly the Chief Marketing Officer (CMO) – may also be involved in policing brand identity. The CMO ensures that the entire organization is aligned with the brand vision and values, both internally and externally. This includes overseeing large-scale brand initiatives, managing public perception, and ensuring consistency across all marketing channels.

    The CMO ensures that the brand identity remains relevant and adaptable over time, especially in response to market shifts, consumer behavior, or competitive pressures and public perception. As the final decision-maker on major brand strategy changes, the CMO plays a key role in setting the direction for brand management within the organization.

  5. Legal Teams (Trademarks and Copyrights)
    While not directly involved in day-to-day policing of brand identity, legal teams are critical in protecting the brand’s intellectual property, including logos, trademarks, and copyrighted materials. They ensure that the brand identity is not infringed upon by competitors or unauthorized third parties
    (pirate goods). Legal teams help enforce the protection of intellectual and visual assets, monitor the usage of trademarks, and ensure that any violations are dealt with swiftly and effectively.

How a Signage Company Can and Should Assist in Policing Brand Identity

Signage companies play a crucial role in maintaining a company’s brand identity, particularly in the physical spaces where customers, employees, and stakeholders interact with the brand. Because signs are often one of the first and most visible aspects of a brand, the signs need to align with the company’s established brand standards. Signage companies can help ensure that these visual representations are consistent, clear, and professionally executed. This can be equally helpful for small and large businesses.

Below are ways in which signage companies can and should assist with brand policing:

  1. Consultation and Understanding of Brand Guidelines
    A signage company should start by consulting with the
    the owner or brand managers, marketing teams, or design teams to thoroughly understand the brand’s identity and guidelines. This includes getting to know the company’s color palette, typography, logo usage rules (including amongst others placement, white space, sizing), and visual style. The signage company should also inquire about the brand’s tone and the way it wants to be perceived in physical spaces.

    By fully understanding these guidelines, signage companies can ensure that they are implementing them correctly in their designs and products. This ensures that the signs they create are in harmony with the overall brand identity of the business.

  2. Design and Customization According to Brand Standards
    Signage companies should use their design expertise to create custom signage that aligns perfectly with the brand identity. This means using the right colors, fonts, and logos while keeping the design clean and professional. A well-designed sign can elevate the customer experience and reinforce brand identity through thoughtful and effective design.

    Furthermore, signage companies should ensure that signage is consistent across all locations, whether it’s for a physical storefront, office space, or a trade show. This consistency ensures that the brand is represented uniformly no matter where customers encounter it, which helps build recognition and most importantly, TRUST.

  3. Material Quality and Durability
    A signage company’s responsibility extends beyond design – the materials used to produce the signs also need to reflect the brand’s quality and professionalism. A brand’s identity can be negatively impacted if signage is made from subpar materials that wear out quickly or look unprofessional. By
    using high-quality, durable materials, signage companies ensure that the signs remain aligned with the brand’s standard of excellence.

    For instance, if a brand’s identity is associated with luxury or sophistication, the signage should reflect this by using premium materials such as high-grade acrylic, brushed metal, or illuminated signs. If the signage company uses cheaper or less durable materials, it can undermine the brand’s perception and result in a lack of trust and disconnect between the brand’s visual identity and its physical presence.

  4. Consistency Across Multiple Locations
    For businesses with multiple locations, ensuring brand consistency across all signage is critical. A signage company should work closely with the brand manager or marketing team to ensure that the same standards are applied across every store, office, or facility. Whether a company has a single location or hundreds, the signage company should ensure that the visual identity remains consistent in all places where the brand is represented.

    This might involve creating templates or guidelines for signage that can be applied universally. Additionally, signage companies can support the brand in scaling its identity by providing templates for different kinds of signage, whether it’s for outdoor use, indoor wayfinding, or promotional displays.

  5. Installation and Maintenance
    Once the signage is designed and produced, the signage company is also responsible for the professional installation of the signs. A poorly installed sign can misrepresent a brand’s professionalism and attention to detail. Signage companies should ensure that signs are installed according to the agreed-upon design specifications, and that they’re placed in a way that maximizes visibility and impact.

    Moreover, it is always recommended that offer ongoing maintenance services to keep signs looking fresh and in good condition. Regular upkeep ensures that the brand’s identity isn’t diminished by worn-out signage that’s difficult to read or even worse for your brand, damaged.

Policing a business’s brand identity is a more often than not a collaborative effort that involves multiple stakeholders within and from outside of an organization. Brand managers, marketing teams, design teams (including signage companies), legal departments, and executive leadership all play a role in ensuring that the brand is represented consistently and authentically. Signage companies are integral to this process, as they help create and maintain the visual representation of the brand in physical spaces.

A signage company’s role in policing brand identity involves understanding and applying brand guidelines, ensuring high-quality and consistent signage design, recommending the right materials, and offering installation and maintenance services. By working closely with the brand’s internal teams, a signage company helps uphold the integrity of the brand’s identity and contributes to a consistent, professional image that resonates with customers and stakeholders alike.

At SignForce we have extensive experience in marketing with over 25 years specializing in signage. Why not let SignForce take the hassle out of your signage and all visual communication. SignForce is available to guide your marketing team through the entire signage process, from compiling the brief to suggesting the appropriate supplier and overseeing the final installation.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

Is it ever acceptable to charge MORE than QUOTED?

Individual Cut Out Sign

Individual Cut Out Signage

When is it acceptable to charge a customer more than originally quoted?

At SignForce we believe in the power of one’s word – and if that word is in the form of a quote, then we believe in the value and power of that quote.

Recently this has come into focus on two counts. One was a quote issued by SignForce and the other is a quote SignForce received.

In the instance of the quote SignForce received and accepted, once the work was completed the final cost came out at approximately 5% higher than originally quoted. We found this upsetting as it was not originally mentioned and as such when the driver went to receive the goods he had insufficient funds which resulted in additional bank charges, stress and time in order to get the goods that were already quoted and budgeted for. Needless to say it is unlikely that SignForce will readily use that supplier again in the future. In other words for a few hundred rand on a transaction the supplier will lose out on future business – a very short term view. In actual fact the three transactions SignForce have already had since this incident have already gone to our new preferred supplier.

The second count is work SignForce have concluded for a client. This is an interesting one as SignForce’s client is not that the payee. The payee is a separate entity and committed to a very specific value. The work was produced and only after production was completed did it come to management’s attention that one MASSIVE factor in the job was not included in the costing. Ah heck. That is one serious loss for SignForce. We cannot blame the client or expect them to pay more for our error. In addition to our error the client (not the payee) made serious changes to the work that was quoted on. Changes that come to almost 15.6% of the original accepted amount the payee agreed to pay. SignForce’s client has agreed to TRY raise additional funds to cover the difference. They did ask SignForce to approach the payee but this offer was declined as the relationship with the payee is between the payee and the client. SignForce has o relationship at all with the payee. Now SignForce are wondering how we approach our client to recover the additional costs incurred as a result of the client’s changes, as at SignForce we believe in LONG TERM relationships, which we believe hold far GREATER VALUE for SignForce and continued business.

As is standard in the modern world of AI, this writer asked AI under what circumstances it would be acceptable to increase the amount billed. Below is the gist of ChatGPT’s answer.

Charging a customer more than initially quoted is almost always a sensitive issue, and it is crucial for businesses to handle such situations with care, especially if they believe in the long term value of a client. In general, the principle of transparency and fairness should guide all transactions. However, there are certain circumstances where charging more than originally quoted can be acceptable or even necessary. Below, we will explore several situations when it is reasonable to charge a customer more than the original quote and how to manage these instances professionally.

Scope of Work Changes

One of the most common reasons businesses charge more than originally quoted is due to changes in the scope of work. (This is what happened with SignForce in the sample above). Often, when customers request additional services, modifications, or features after a quote has been given, the initial estimate becomes outdated. For instance, in industries such as signage, construction, design, or software development, customers may initially request a basic service but later decide to add more complex requirements, which were not part of the original discussion.

When this occurs, it is reasonable to adjust the price to reflect the increased workload, time, and / or resources needed. It is always advisable that a revised, written agreement or updated quote should be issued to the customer, specifying the new costs associated with the added work. It is also advisable that this new quote be accepted in writing. This is because it is way too easy for unscrupulous (dishonest) clients to make promises that will never be fulfilled unless the promise is reduced to writing. A documented case in point is when a large hotel was built in one of the homelands adjacent to South Africa in 1980. Many contractors had to close down after they were pushed by the client to finish the work sooner than originally agreed. The client promised that the additional staff and other costs would be compensated for. Unfortunately most of the contractors took the client at face value and when the hotel opened months earlier than planned and the contractors went to receive the promised additional funds, only those that had reduced the promises to writing (less than 2% of the contractors) actually got paid for all the additional costs. The large majority of the rest filed for bankruptcy.

Clear, written communication is critical here – ensure that the customer understands why the changes are affecting the price, reduce EVERYTHING TO WRITING and provide an updated timeline or budget if applicable.

Unforeseen (and unforeseeable) Issues or Costs

Sometimes, businesses may encounter unforeseen issues that were not apparent at the time the original quote was provided. These might include discovering hidden problems during a repair job, unexpected complications in a project, or an unforeseen spike in material costs. For example, a plumber might quote a price based on a basic repair but later discover that the pipes are severely corroded, requiring more extensive work and additional parts.

In such cases, it is generally acceptable to charge more than quoted, provided that the unforeseen costs are substantial and directly related to the scope of work. It is important to inform the customer as soon as possible about these issues and provide a revised quote. Transparency is key: clearly explain why the unforeseen costs arose and how they will impact the final price.

To avoid misunderstandings, businesses should include a clause in their contracts or agreements that allows for changes in price due to unforeseen circumstances. This gives both the company and the customer a clear understanding that additional costs may arise under certain conditions.

Errors in the Original Quote

Mistakes happen. A business may inadvertently provide an incorrect quote due to human error, miscommunication, or a miscalculation. For instance, a quote for a car repair might have been based on incorrect labor hours or missing parts. When such errors are identified, it is generally acceptable to inform the customer and request an adjustment to the price.

However, charging more due to an error should be handled with care and professionalism. Many customers will expect the business to honor the original quote if the error was minor or if the work had already commenced based on the original price. Businesses should evaluate the situation carefully and, where possible, honor the quoted price. If the error is substantial, the business should communicate promptly with the customer, explain the mistake, and negotiate a revised price.

Best practice is to ensure all quotes are double-checked (ideally by an independent, other, person in the business) before they are presented to customers, and businesses should also include a disclaimer that quotes are estimates and may be subject to change based on certain factors.

In SignForce’s almost 26 years under the current management there have only been a handful of times when pricing was not honored. The worst was when SignForce quoted to remove four MASSIVE (18 x 6 meter) steel signs from the top of a 36 story building. After numerous site visits with the specialist team and having made a number of assumptions based on the information SignForce had and what we could see, the quote was accepted by SignForce’s client. On day two of the job the rigging team advised that they had miscalculated as they would never have expected that the steel on the side of the building would be what it was, as thick and thus as heavy as it was. It meant that the quoted estimate would be more than doubled as the rope could only take 80kg per lift and the assumed structure meant the team could remove 6 meters at a time while the reality was the steel had to be cut into 80 mm lengths. This took more gas, more time and a huge number of additional lifts. SignForce immediately notified our client. SignForce advised the client of the issue and also of our decision to forego any charges to our client while we still managed the operation. The original expected duration was four weeks. The final duration was more than 12 weeks.

Changes in Material Costs or External Factors

Certain industries, such as signage (especially in South Africa due to imports and currency fluctuations), construction, chemicals and manufacturing may face fluctuations in material costs or other external factors (e.g., fuel prices, regulatory fees, exchange rates and others.) that are outside the company’s control. In such cases, businesses may need to pass on these price increases to customers.

For example, if a building contractor provides a quote for a home renovation project, but during the project, the cost of key materials such as lumber or steel increases significantly, the contractor may need to adjust the final bill accordingly. Similarly, if the project takes longer than expected, it may incur additional costs for labor, especially if there are delays that the customer caused.

It is for this reason that SignForce’s terms and conditions include a clause that allows for price adjustments based on changes in material costs, duration, standing time or other relevant factors. This ensures that the customer is aware of potential price fluctuations and also gives the company legal backing to adjust costs when necessary.

Additional Requests or Add-Ons

Another reason for charging more than quoted is when customers make additional requests or opt for add-ons after the initial quote is provided. In service-based industries, this might involve customers requesting expedited service (see hotel example above), premium options, or special features that were not included in the original quote.

For instance, if a customer has requested a basic graphic design package but later decides to add extra revisions, animations, or custom graphics, it is at the suppliers discretion if they choose to not charge more although it Is perfectly acceptable to charge extra for these additional services. In the signage industry extra services such as upgraded materials, additional signs, changes in size of signs, more complex electronics, raising the height that the sign needs to be installed, optional safety procedures all often lead to increased charges.

These situations are best handled when clear communication about the pricing structure is established upfront. SignForce often offer customers the ability to customize services within a price range, offering tiered pricing for different materials, different manufacturing processes and different levels of service can help prevent confusion or dissatisfaction.

Late Payment Fees or Additional Charges

Some businesses may have terms and conditions in place that allow for the imposition of late payment fees or additional charges if the customer does not adhere to the agreed-upon payment schedule. For example, if a client delays payment for a project or product delivery beyond the agreed terms, it may be reasonable to charge a late fee, provided the terms were clearly stated upfront. This is very common for private construction work where penalties can be charged for every day the main contractor is behind schedule. Unfortunately in the current environment in South Africa with corruption being rife these penalties do not seem to, or are not enforced, when dealing with Government contracts which means that the government contracts seem to run over time and over cost with absolutely no penalty to the contractors – hence no incentive for the contractors to complete the work on time or on budget..

It is always advisable for businesses to be diligent about enforcing payment deadlines and ensuring the customer is aware of the penalties for late payments. These fees should be communicated clearly at the start of the relationship, and a well-defined payment schedule should always be part of the contract.

While charging a customer more than quoted can be acceptable, this is only true under certain conditions. It is vital to ensure that any price changes are clearly communicated to the customer, justified by the circumstances, and documented appropriately. Unforeseen issues, changes in the scope of work, errors in the original quote, price fluctuations in materials, or additional requests are all valid reasons for increasing a quoted price. However, businesses should always prioritize transparency, fairness, and customer satisfaction to maintain trust and ensure long-term business relationships.

When you are in the market for signs and you want a signage supplier that has a record of sticking to it’s quoted price in more than 99.9% of it’s dealings, SignForce is the signage supplier for you.

Contact SignForce now on +27 (0)11 440 7525 or email info@signforce.co.za or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

Advantage to having a LONG TERM customer service

Cut Out Signage

Cut out sign makes one visible

Is there any advantage to having a LONG TERM customer service strategy?

Almost all the training I have received over the years has focused on keeping costs down and the value of long term clients.

While this thinking can become warped and may sometimes lead customers (or potential customers) trying to take advantage, I do agree with the basic premise that the cost of getting a client is a lot lower than the cost of maintaining a (good) customer. As such, at SignForce we look at the long term value of each job, not only the job itself.

We expect the same from our suppliers as we tend to form relationships with our suppliers with the intention of them looking after our interests while we do the same for them.

In today’s highly competitive business landscape, customer service is no longer just about solving problems—it’s a crucial part of building lasting relationships with your customers. A long-term customer service strategy focuses on creating consistent, high-quality service experiences that nurture customer loyalty, boost retention, and ultimately drive sustained business growth, with the focus being on sustained business and growth.

Some key advantages of adopting a long-term customer service strategy include:

1. Customer Loyalty and Retention

A long-term customer service strategy ensures that your team is not just reacting to issues but proactively working to meet customer needs and exceed their expectations. Customers who feel consistently supported are more likely to return, providing repeat business and reducing churn. In fact, studies show that acquiring a new customer can cost five times more than retaining an existing one. By investing in long-term customer service – be it in the form of the product or service provided or in the form of how issues are dealt with, we believe you create an environment where customers feel valued and understood, fostering loyalty that can withstand market fluctuations.

2. Brand Advocacy and Word-of-Mouth Referrals

Satisfied customers are, and have always been, your most powerful marketing tool. A long-term approach to customer service nurtures positive experiences, which encourages customers to share their favorable opinions with others.

Even in today’s online world, word-of-mouth referrals remain one of the most effective forms of advertising, and customers who trust your brand and feel heard by your team are far more likely to recommend you to friends, family, colleagues and even competitors. This organic growth is not only cost-effective but helps you tap into new customer bases that you might not otherwise reach. An example of a great referral happened recently where the referee advise the new prospect that if they were not 100% satisfied with their purchase from SignForce the referee would cover the full cost of their signs.

3. Deeper Customer Insights and Personalization

A long-term strategy enables you to track customer interactions over time, allowing you to gather valuable insights into their preferences, behaviors, and pain points. This wealth of data empowers you to offer more personalized services, tailored recommendations, and solutions that speak directly to their needs and wants. Over time it is possible to create an experience that feels intuitive and customized, setting your business apart from competitors that may be offering more generic and less custom services.

4. Improved Problem Resolution and Efficiency

A long-term customer service strategy emphasizes ongoing training, better processes, and streamlined systems, which collectively enhance your team’s ability to solve problems quickly and effectively. As customer service teams become more experienced and knowledgeable about your products and services, they can address issues more efficiently, leading to faster resolutions and fewer issues and escalations. Moreover, at SignForce we believe that as you build a customer service culture based on long-term goals, your team can anticipate common issues, develop proactive solutions, and minimize disruptions for your customers.

5. Stronger Competitive Advantage

In industries such as signage where products and services can be highly commoditized, superior customer service can be a key differentiator and your ultimate unique selling proposition.

A long-term approach to customer service creates a reputation for reliability, care, and consistent value, which can be a deciding factor for customers when choosing between competitors. Your investment in nurturing long-term relationships through exceptional service, fast and positive handling of issues and ensuring that your customer feels ‘heard’ makes it harder for competitors to lure away your loyal customers, especially if they offer only transactional or short-term support, with their main selling point being price. In Afrikaans we say ‘goedkoop is deurkoop’ roughly translated to sometimes the small saving can result in a large additional cost.

6. Sustained Business Growth and Profitability

The benefits of long-term customer service are directly tied to your bottom line. Not only does customer retention lead to increased lifetime value (LTV), but loyal customers also tend to spend more over time. Additionally, as your customer service team fine-tunes its practices, your operational efficiencies improve, leading to reduced costs and increased profitability. This cumulative effect creates a sustainable growth cycle that benefits both your customers and your business.

At SignForce we firmly believe that a long-term customer service strategy is a smart investment that delivers significant returns in customer loyalty, brand reputation, and long-term profitability. By focusing on consistent, proactive, and personalized support, you position your business for enduring success in a world where customer expectations continue to rise.

When you are in the market to make your brand visible, SignForce is available to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27(0)82 558 6413

Find out more about SignForce by visiting http://www.signforce.co.za

Where is the value of signage

Where is the value

Why is Signage so valuable?

What is it about signage that South Africa is expected to spend more than R5,500,000,000 on signage in 2024

It could be that signs make a business visible, and without visibility the business may get zero clients and thus not be in business.

But maybe it is something else.

Maybe signage is so valuable because it is a sign. It is not a person. It is not going to get tired (although it may look tired when not maintained), it is not going to continue to ask for an increase, It is not going to discriminate against a viewer.

The sign, once erected (whether paid for or not) will continue to work day and night, in sun, snow and rain, to show anyone who sees it that this is your business and this is what you do.

While some signage is used to reinforce front of mind memory for well known, established brands, think #NIKE, #REDBULL, #MERCEDES, #BMW and the like. These brands want you to remember them all the time, and as such their advertising does not state what they do, because they expect you already know, and will remember what they do when you see their name.

There are however MANY businesses, new and old, that are not as well known, that need to let you, the viewer KNOW what they do because you may not have heard of them, or you may have not see all the products they offer, or you may have been distracted and have forgotten them – either because you used the services of another supplier in the interim or their service or product was so good or so normal that they did not stand out as exceptional and would thus be remembered or, when you do think of them, you see them as being in a specific league, and thus think that they either do not provide the service or product you are looking for.

Any or all of these reasons is why signage that lets prospective clients know what you do is such an incredible investment.

If you are in the market for signs – large or small or tiny – SignForce is available to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0) 82 558 6413

Find out more about SignForce at http://www.signforce.co.za

Quality versus Cost

Signage that LASTS

Signs outliving their expected life by +100%

 

Quality vs cost

In finance there is a standard trade off between RISK and RETURN.

This trade off is a standard for almost every business, In signage, as with ,many businesses, the trade off is quality versus cost.

Generally speaking, the more one pays, the better the product, because better parts cost more, better labour costs more ad people who are looking for quality are prepared to pay more. There is a sad caveat in signage, as we have seen in the past that some of our clients have paid premium prices and still received inferior quality.

The photo’s above would be extremely embarrassing if they were of a new SIGN that SignForce had produced, especially as we are in the business of designing. manufacturing and installing signs. The pictures of the signs are one of SignForce’s experiments. They are of a south facing sign (at the entrance to our premises) that was printed on THREE year vinyl using original ROLAND inks.

What makes this sign interesting is that this sign is already over SEVEN years old. The cracking of the vinyl will generally appear after anywhere from 24 – 30 months, and after 36 months the print is generally no longer legible. The fact that this sign is south facing may be partially responsible for the slower fade and longer life of the vinyl, but we doo believe a greater factor in the continued legibility of the print is that fact that SignForce ONLY use ORIGINAL ROLAND INKS.

Experience has shown that the original ROLAND inks are longer lasting and seldom need laminating (although we do laminate for other reasons). The cost of the original inks is 100% – yes two times – the cost of the available generic inks, but the benefits to clients who require better quality are immense. There are also the benefits to SignForce of not needing special ventilation for the printer (which we did years back when we tested generic inks for 5 or 6 months).

If you are in the market for a sign and want to feel secure that the sign will last, talk to us at SignForce.

Contact SignForce now on +27 (0)11 440 78525 or WhatsApp +27 (0)82 558 6413 or email info@signforce.co.za

You can find out more about SignForce at http://www.signforce.co.za

How important is communication in signage

The Importance of Communication in Signage

At first glance, it may seem contradictory to discuss communication in relation to signage since signs are inherently designed to communicate messages — albeit silently. However, the real value of communication often emerges during the process of developing signage that effectively conveys its intended message and achieves desired outcomes.

Key Events Highlighting the Need for Communication

Two recent experiences at SignForce underscore the critical role of communication in signage creation.

1. Color Accuracy Challenge
In one instance, SignForce mixed paint based on a client’s specified color. However, discrepancies arose when comparing the color on (1) the computer monitor, (2) the provided swatch, and (3) the actual paint. The monitor displayed what appeared to be black, while the swatch seemed a dark off-green, and the paint looked distinctly green.

Effective communication with our client — located outside South Africa — prevented a potential installation disaster. By communicating and clarifying these differences before proceeding, we avoided unnecessary costs and ensured the client was satisfied with a correctly colored sign installed on time.

2. Banner Design Enhancement
In another case, SignForce was tasked with printing a banner. Upon receiving the initial artwork, we felt it did not optimally serve the client’s goals. Through a series of discussions (communication) with the client, the design was refined, resulting in updated artwork that was more likely to capture attention and act as the intended, effective silent salesperson.

The Subtle Nature of Sign Communication

While signage communicates messages, it often does so subtly. For instance, a dirty or damaged sign can send a negative message that detracts from your brand’s image. The impact of these subtle cues can be profound, affecting customer perception and engagement.

Partner with SignForce for Effective Signage

If you’re seeking signage that truly works and delivers your desired outcomes, look no further than SignForce. We prioritize clear communication throughout the design and production process, ensuring your signs communicate effectively.

Contact Us:
Email: info@signforce.co.za
Phone: +27 (0)11 440 7525
WhatsApp: +27 (0)82 558 6413

Learn More:
Visit us at SignForce for all your signage needs. Let us help you create impactful signs that resonate with your audience!

The Power of Emotions

Power of Emotions

Not too long ago I was approached by a man in a store who was looking for some assistance. We had a brief chat where he mentioned he was a businessman from the DRC and here in South Africa for one more day. He mentioned he was looking for businesses in South Africa to partner with.

We had a good chat. He gave a brief outline of his business and asked if it was something I would be interested in. He said he would get hold of me when he was back in the DRC so I gave him my number.

True to his word he contacted me 2 weeks later and told me more about what e was looking for.

During the discussion’s he mentioned how much money I can make by partnering with him. [This is a standard sales technique, so not much interesting there, but money is very often an emotional trigger].

I am a firm believer in karma and serendipity, and am also have enough gray hair to always question “why me” as well as “what’s in it for me”? I am also a bit of a sceptic, so I also keep asking myself if there is a catch, where is it?

Certain things didn’t make sense to me, but I was not invested and played along in order to find out if there was a catch, where the catch is or would be. The man outlined what he required and the process. He said he would do certain things, and he did them on time and kept me informed.

The short version is a member of the man’s business would be coming to South Africa and he would appreciate it if I could collect the man and take him to his destination, all simple enough, and apart from some time (which I was prepared to invest as I was having fun), very little cost to me that I could see.

When I met the man I was advised he had been on the road for a while so I took him to lunch where we had a pleasant chat. I was then contacted by his ‘buyer’ and told what time we could meet.

Now it is important to add that at this time while I am still wondering why me, is there a catch and if so what is it, I have dealt with a total of five different individuals, with the main person always as close as a call away. They did mention that they would pay for my time and fuel and reimburse me for any expenses as the man needed some work clothing and a few other things which were in my line of business.

Everything seemed to be running smoothly from my outsiders perspective, remember I was simply acting as a driver for a business man needing some assistance. I am a frim believer that if something is too easy, there needs to be a catch, and somewhere there is a problem. Not sure if I am a realist or a sceptic?

We eventually get access to a VERY secure building where the deal is meant to take pace. The building is definitely appropriate for the type of business, yet also not the most secure building I have ever worked in.

I go with the man to his buyer where the product (some mineral) will be tested and purchased with bank transfer’s taking place. I get asked if it is possible for them to transfer the money into my account because there was an issue with the sellers account. This was the first red flag I saw. I asked which bank they bank at and was told it didn’t matter as they would do an instant payment from their bank. They did mention I could take a handlers fee for them using my bank account. This was a bit of an orange flag as I figured if the money is in my account they are more at risk than me.

Then the fun began. The buyer wanted to ‘test’ the quality of the product. Here is where there were only red flags, possible because of my specific set of skills and experience, but the most important thing was the EMOTIONS they were eliciting.

Everything they did was to (a) make me feel comfortable and at ease, (b) entrench the legitimacy of the business and (c) elicit emotions, especially because they were talking about a LOT of money and how much I could have for assisting.

I was observing and making notes (in my head) that (1) they asked the seller the weight and never weighed the minerals. {In my experience when I was the seller of minerals the first thing the buyer did was WEIGH what I had and then give me a copy of the weight so there was no disputing later. I don’t care how many times you deal with a buyer, in the mineral market, where payment is per weight, you weigh the product !!!!

While the ‘specialist’ was ‘testing’ the product (which I found quite amusing as he opened the sealed package (not vacuum packed but sealed with packing tape) he took out a scissors and a magnifying glass and declared the grade to be excellent. At this point the ‘buyer’ handed me a piece of paper with the supposed value of the mineral – it was in excess of R11,000,000. A very large number, definitely large enough for the bank to flag the transaction and certainly large enough to make almost anyone feel some emotion.

The ‘specialist’ declared he had one more test to do and would like us (the seller and me the observer) to accompany him while he placed the mineral sample into his x-ray (I cannot remember the name he used) device to ensure he was correct about the grade.

I suppose this is a good time to mention I am a talker. I love talking! That said, I like to think my mama raised no fool, so I also know when to keep my cake hole SHUT. This was one of those times, as the mineral was placed ‘inside’ the computer – what I witnessed was the specialist placing the sample BEHIND the computer box and turning the computer on.

He explained that the computer would analyze the material and as long as the grade was below 53 on the LED screen on the box, they would be happy to release the payment.

It is important to mention here what I saw was a desk top computer box wrapped in aluminium foil. The box had it’s own LED screen about the size of a small cell phone and a red and green light. The lights flashed and the LED screen flashed numbers until it settled on 52, which is below 53.

We were then asked to go back to the other office so the transfer could take place. The specialist told the buyer that it was all good. The buyer then asked for the certificate of origin, which the seller said he did not have. He said he could get it as it was with t he transport that brought him into the country.

This is where the real FUN began. I asked the seller why he didn’t bring the document with him. He said he ran into a snag at the border as he did not have sufficient funds to pay the import duty, so the driver of the transport paid the import duty and he kept the paper as security in order to ensure he was refunded for his payment and assistance.

The import duty was US$3,500 (about ZAR 63,000). Here is where the con lay.

I was asked to please assist – remember as far as I was concerned I was there as a driver for someone I did not know and the only identification I have of him is his cellphone number. I asked why the driver could not simply bring the document to the office where we were so the payment could be released and he could get his money. I was told it was his boss that would not allow him to come as his boss was UPSET he had helped the seller.

Long story short I let them know this was there issue, so I took the seller and his goods back to where I found him, and I left to carry on with my day, and left them to con someone else.

The reason I am relaying the story is because of the POWER OF EMOTONS. These cons were superb at playing on emotions, asking for assistance, promising to pay, tempting with HUGE sums of money, explaining how this was important for their families, SO MANY EMOTIONAL STORIES.

In sales we are taught that EMOTION SELLS and people justify on logic. This is so true, as when the correct trigger or emotion is activated, even intelligent people will often throw logic out the window, sadly, too often with dire consequences.

My personal red flag for a scam comes from being caught. So when I feel something is too easy, not my issue, too exciting, elicits emotion, too coincidental and any combination of these, I tend to be a LOT more aware than I may usually be.

I was advised that I was still mad to go along as long as I did and meet with t he people alone as they may have been armed, and that is true. I did take a chance and while I did assess the situation each step of the way, it did carry risks, even though there were people who knew where I was.

The whole story is to try explain the emotions. I cannot express how well these people work. They are professionals and their business is to help you part from your hard earned money. They are ruthless and are expert manipulators, using every trick I am aware of from the psychology of selling.

I am fortunate that among my experiences, on the 4th of September 2015 I had what I now refer to as my lifeaversary. With my accident something in me changed. Remember I have mentioned how much a person’s emotions impact your body. In my case, after my accident I cannot get overly excited – that is a positive and a negative. Whether I get too excited because I am beyond happy or I get mad because something has happened, either way my body responds in the same way – I begin to shake uncontrollably. The emotion is not relevant, it is the intensity of the emotion that triggers my body.

I am very aware that many, if noit most people, do not have such a refined warning mechanism, but I also know that most people do have some warning mechanism – whether it is to keep what they are doing a secret or that funny feeling in their gut – that tells them something is amiss.

When your warning system starts talking, PLEASE BE AWARE.

This post has nothing to do with signage – unless one is referring to the signs and signals one’s body is giving off, but is more of a public service to remind people that their emotions are their friends, especially in situations which could have a negative impact on life.

If you want to deal with a signage business that is made up of people that care, contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

The value of Experience

Site Plan for Signage

Site plans – for signage projects

At roughly 13H00 on the 4th of September 2015 after cycling down a rutted sand ‘road’ (think wide track) at 70km per hour and passing a cow so close I could have patted her without either of us (me or the cow) having to move more than a few centimeters (read that as inches if you are not on the Metric system) I told my I told my cycling partner that doing what we do either makes us ballsy or stupid or both – what we do being unaccompanied long distance cycling – as things that should logically ‘scare’ us, no longer do.

It is possible the same could be said about work.

When you have been doing a specific type of work for long enough – this writer has been in the signage industry for more than a quarter of a century – there are very few NEW challenges that have not yet been seen. More common are variances of challenges, some of which provide very interesting challenges.

An example of such a challenge was when SignForce manufactured a sample sign for Adago restaurants. The sample was 600 mm in diameter and was SPECTACULAR. So much so that the company decided that wanted the same type of sign as the main sign for that flagship store. It was quite simple. Double the diameter and off you go. Well that is the theory anyway!

In reality the 1,200 mm diameter sign is FOUR TIMES larger than a 600 mm diameter sign – who saw that coming? – and the simple elements that worked extremely well on the 600 mm sign were not as happy or attractive on the sign that was four times larger – the larger sign did not allow for simple expansion because among the issues the open spaces became too large to allow for the same wiring (did I mention this sign was internally illuminated) as the smaller sample as the wiring and lights became visible. This was a wonderful challenge to overcome.

The point of my writing is that experience counts. Especially when the experience has RELEVANCE TO WHAT ONE IS WORKING ON.

If for some reason you follow the SignForce blog you may have noticed that more than once I have referred to SIGNAGE being a SIMPLE INDUSTRY – that is until it IS NOT.

Most folk see signage as shop signs (simple) or billboards (large and not necessarily simple but only engineers and government workers give the structure or location any thought) or street signs (simple and the same as billboards, but signage often includes things we see that assist us to get where we want to be but we really do not pay attention to – such as door numbers, toilet signs, fire signs and other similar statutory or directional signs.

The plan shown with this blog is a sample of simple signage being less than simple, not because of the signs themselves, but more because of the allocated time and the necessary planning to get the approximately 2,000 meters of vinyl cut and applied correctly ON TIME. The modern name for this is PROJECT MANAGEMENT. Welcome to SignForce where we do this all with pleasure.

If you have a signage project that needs to be managed, SignForce is available to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

How does one bill for your experience

How does one bill for your experience

1 Classie Africa

3D fabricated sign by SignForce

Selling ‘products’ is a relatively simple business model. One simply has to purchase your ‘product’ at the best price possible, calculate the cost of your fixed and variable costs to ensure you sell a sufficient quantity of your product and add on a markup – traditionally 100% – so yo can make a PROFIT on your sale.

The same basic process is required when selling a ‘SERVICE’, except that when selling a service the COST of the service can be a lot more complicated to value.

Lets look at two simple examples.

Example 1 – selling a product.

Cost to buy product – 100 (this value is obtained from supplier’s invoice)

Markup (100%) – 100

Selling price – 200

Example 2 – selling a service.

Input cost of service – 100 (**)

Markup (100%) – 100 (except more often than not prospects and clients will go mad when they believe the supplier is intending to make a profit)

Selling price – 200

(**) The input cost (equivalent to cost to buy product when selling products) is more difficult to calculate as it must cover all expenses including the time, cost and effort from attending the University of Live, as well as all other input costs – include the cost of training, experience, cost of any equipment used to provide service and insurance to name but a few of the input costs.

As the person responsible for keeping our small business alive and afloat, the task of costing can often be daunting and overwhelming, because among the many balls being juggled are (a) ensuring the continuity and sustainability of the business so the team keep their respective roofs over their families heads and food on the family tables, (b) keeping the cost low enough for the prospective client to find it attractive – especially in a difficult economic climate where it almost always seems prospects are more interested in cost than quality – and (c) making sure ALL input costs (including but not limited to those listed above) are accounted for – and with some prospects also ensuring there is sufficient wiggle room to give a discount they are compelled to negotiate.

With all these factors to take into consideration, how does one explain to the price over sensitive prospect that your offer, while possibly requiring a higher up front investment – would be in their best interests in the long term. And always keeping in mind that we don’t know what we don’t know – and this includes who we are competing against, which can influence no less than product, price and relationship.

At SignForce we tend to give the advise for free. It may be built into our costing but if so this is not intentional, because we are all about educating our clients and prospects so that they get the best signage to suite their stated objectives.

If you are in the market for signage, calling SignForce may be your best move yet.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

What is the VALUE of PEACE OF MIND

At Height Work

Working safely at height

Is there a price for PEACE OF MIND?

Lets talk about everyone’s favorite topic, INSURANCE, the commercial phrase for PIECE OF MIND.

I once heard a person say if you want to break up a party, simply walk in to the largest group and tell everyone I SELL INSURANCE! If you are lucky you may get as far as asking what they do before there is no one left to talk to.

While the story may not be entirety true, it does have some relevance, as does insurance, the major grudge purchase businesses have to buy.

Why do businesses need insurance – well mostly because of those pesky things called accidents, also sometimes referred to as black swan events, or simply unplanned – and unplannable? – events.

Accidents happen, and how prepared you are for them may have a massive impact on the future of your business, and possibly on your future too. Why, because if your business suffers a catastrophic event, and you do not have sufficient cover – whether it is money in the bank, insurance or a friendly banker – not only can the event destroy your business, if you are financially reliant on the business for your income, if the business has to close, your source of income will most likely immediately dry up as well.

Hence we purchase insurance.

Now what does INSURANCE have to do with signage. The answer is both A LOT, and NOTHING – yes, extreme contradictions.

Insurance for signage can relate to both insurance cover – as in the type of insurance you pay for to cover your sign in the event your sign gets stolen, or falls down in a severe storm and needs to be replaced, or the insurance you take out should your sign at the top of the building that was shaken by a storm, fall ON someone and injure or kill them. This is ALL insurance taken by the OWNJER of the sign to cover potential accidents.

There is also the second type of ‘insurance’, that is the insurance gained from having PEACE OF MIND. Peace of mind is the ‘insurance’ one gets when using a reputable supplier who you feel you can trust to get the job done without any issues – delays, accidents, errors, or any of a number of potential issues that could you upset as a client.

Here is a story that is a great example of where peace of mind could be seen as insurance. SignForce were recently asked to quote to remove a number of signs from a five story building. Most of the signs, even though they were high, looked to be simple. There was however one LARGE (estimated 6 x 3 meter) sign that was in poor shape which could pose some safety risks, mostly as a result of the sheer size off the sign. The last sign however posed some potential visible threats. This sign stood about 6 meters high, going up from the third story of the building and the steel as visibly rusted. Now the rust may have been superficial which would mean it is not an issue, but when removing a large vertical structure, one would be ill advised to ignore such visible risks.

Now that you have the background, when the SignForce sales person followed up on the prospect to see if they were going to go ahead and use SignForce to remove the signs, the representative was told in very un-Christian terms that SignForce had quoted WAY too high as the prospect could get the job done for about 4% of the quoted fee. The prospect informed the representative that this impressive (potential) saving would be achieved by finding unemployed people looking for piecemeal work and giving them some rope (the cost of the rope was not included in the perceived, supposed 96% saving). One could argue about the time value of money in finding people who would be happy to do risky fork at less than minimal rate, but this blog is not about the wide range of competition SignForce faces.

Now it is probably true that using the unqualified, inexperienced , homeless people the prospect would exploit he would have a 90% chance that he would have been able to do the work at 4% (excluding the rope and anchors) of the quoted fee. He would have been happy and would later be able to recount the savings he made.

However, life being life, the unknown 10% – the possibility of the rope breaking (which could happen if cost saving, incorrect rope is used) or the sign falling (which could happen if rope fail or rope is not correctly secured to the wall anchors or rope is not correctly secured to the sign – this is an art that the qualified ropers are taught – or someone falls off the roof or the ladder or whatever lifting equipment they are using . . . the possibilities are close to endless.

IF the 10% happened the perceived 96% saving could vanish and be replaced by HUGE hospital costs, MASSIVE legal costs, EXORBITANT medical costs and laborious labour issues that no landlord wants to face. This is the PEACE OF MIND ‘INSURANCE’ that comes from dealing with reputable suppliers who are responsible, are qualified and have every intention of working safely to feed AND SEE their families on a daily basis, even it if the price to client is slightly higher than reasonable, similar competition.

While the SignForce quote may be perceived as high, it is all relative to what the cost is being compared to. Yes, SignForce cannot compete on price when comparing us to unqualified homeless people who are prepared to work for a meal, and SignForce do have the added costs of ensuring that the equipment we use and the suitably qualified people we send to site ensure the work is done in a manner which is safe manner so everyone can sleep peacefully at night.

If you are in the market for signage – whether to design, manufacture and install, or to maintain or remove, SignForce is available to assist.

Contact SignForce mow on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about how SignForce can serve you at htttp://www.signforce.co.za