Planning for growth

Planning for Growth

I am sure we must have all heard about planing. It is that ‘thing’ that we are supposed to do in order to enhance and move our lives forward.

This article is not about how to or why to plan. If you want to read some excellent material on planning, how to and why it is important, do a Google search.

My current thinking is about how one plans for growth. Sure, it is great to plan to continue along the same path that one has been on for many years, however, as the saying goes, if you continue to repeat the same actions, don’t expect different results.

To me planning for growth means pushing one’s boundaries to the point that, instead of the target being just out of reach, it should be so far ahead that it requires a totally different thought pattern and totally different action, but not so far ahead that one cannot see the target lying ahead.

Planning need not be engraved on stone, but it should be a guiding light, giving all the steps / milestones / incremental targets along the way for one to be able to measure progress, and see that the ultimate target is getting closer with every completed step.

I believe that planning should NOT be step by step rules, but rather a visible and achievable target that is communicated to those that you expect to implement and help achieve the plan. The implementer’s should then be guided and managed, but still left to their own devices, with them knowing what is expected, as it is often quite amazing how people will rise (or fall) to achieve what they know is expected of them.

With regards to signs, planning should answer the simple questions:

  1. What is the sign expected to achieve?
  2. How much do we want to spend on the sign?,
  3. What should the sign look like? And
  4. What is the image the sign needs to communicate?

With this information it is relatively simple for an experienced designer to design a sign that will fit one’s budget AND project the desired image so the sign can achieve it’s objective.

If you are in the market for professional looking signs that will achieve your objectives for the sign at “fair value”, please contact the writer at or David at Please use the subject line ADVISE PLEASE.



Step 1 to ensure your sign is an investment?

At SignForce we aim to ensure that any money our client’s spend on signs is an investment in marketing. This is achieved by ensuring that our client’s signs fulfill their intended application. In order to establish their intended application we ask the following questions: 1. What do you want your sign to achieve? 2. Why? and 3. What is your budget?

Knowing what you want your sign to achieve and your budget gives us the ability to help you achieve your objectives within your budget. I mention this because it is not uncommon for us to find that clients are sometimes uncertain as to what the sign should achieve, and either do not have an allocated budget or are not willing to share the budget with us, for fear that we may then spend the full budget. In reality, knowing your budget means we are more likely to accurately advise on materials and design as well as if the desired objectives are possible to achieve within your – our client’s – budget restraints.

In order for us to best advise you we need information, and the more information we have the better we can advise. So when thinking about signs it is worth keeping in mind that the more information you give us, and the better the idea you have of what you want the sign to achieve, the faster the process, and more effective your sign is likely to be.

If you are in the market for signs, whether it is to design a sign, manufacture your signs or relocate and install existing signs, contact SignForce’s now. SignForce is a full service sign company, and with our understanding of consulting, internet, design and signs, we are well positioned to assist you to ensure that all the money you spend on signage is an investment. Contact the writer now for more information.

Arnold N. Pollak

For signage idea’s to suite your business, go to SignForce’s idea’s bank at:



Does Content Marketing mean ANYTHING to you?

It seems to me that the current “BUZZ” word in social media marketing is CONTENT MARKETING.

I agree that content marketing is essential if one is to educate your client’s, both because this is how SignForce has built it’s reputation, and also because educated client’s tend to look beyond the immediate investment, and look at the long term benefits of quality, insurance and guarantees that have been tried and tested.

While looking at my LinkedIn profile today the question came to mind. What exactly is the CONTENT that people come to SignForce (and me personally) for. I asked this question because personally I have more endorsements for specific marketing related activities than specifically signage related one’s.

Now since SignForce is a sign consulting, design, manufacture and installation business, this initially struck me as strange. However, with further thought I realized that it is not surprising that people endorse me (and hence SignForce) for marketing, as signage is marketing, and at SignForce we DO advise, not only on signage but on how signs should fit into a business’s complete marketing strategy. Hence the SignForce blog tends to focus on marketing related education.

Have you given any thought to what niche or market you and your business fit into, and if so, what is the content that you focus on?

Whether you are looking for marketing professionals with experience over multiple medium’s, or if you are in the market for professional looking signs at “FAIR VLAUE”, and would like advice on how best to project your business’s image while making any funds you spend on marketing and signs an investment, please contact the writer at and use the subject line: ADVICE PLEASE and we will get back to you.  


The Importance of CONTRAST and it’s use in signs

Why is ‘contrast’ important when it comes to signs and visibility?

I was recently putting together a video blog, and in order to make the video more interesting, I began playing with various backgrounds.

WOW, what an eye opener!.

I ALWAYS advise my sign clients that it is the contrast between the message and the background of a sign that makes the message stand out – or get lost, and this video shows how this works. Check out the video at

I am a firm believer that ANY MONEY spent on signs MUST be an INVESTMENT – that is, there MUST be a measurable return on investment. For this to happen the sign MUST have a purpose and MUST be VISIBLE. If either element is missing, the sign will not achieve it’s objective. Contrast is one of the MAJOR contributors to a sign being visible and successful or getting lost in the noise that the background can be.

In case you think that I am making a mountain of a mole hill, check out this video . It is THE SAME sign with different borders, and notice how some borders are so BOLD that you almost forget to look at the sign.

Should you require any signs or advice on signs, or if there is any specific sign related topic you would like me to cover please email SignForce now on or call the office on +27 11 444 3331 to see how we can serve you.

Arnold N. Pollak



Three objectives of a successful sign

What do Education, Insurance and Signs have in common?

Other than the fact I am involved in selling two of the three, they are ALL intangibles when it comes to the sale. Not true you may counter, because once you get the sign you can see and feel it – making it tangible, however during sales process, the picture that you see almost always does not tell the entire story.

More importantly, measuring the SUCCESS of the sign is not so simple, making it almost intangible.

To date the best measure of a sign’s success came when a shop was about to close down due to low turnover. They were relocating to a new venue in six months but decided it was not worth running at a loss before they occupied the new premises that were still being built. The store management requested SignForce to refurbish their main street front sign so they would be more visible for the closing down sale. We refurbished the sign and the store remained open for the remainder of the lease. In this case the only change made was the refurbish signage, so the turnaround can be attributed to the refurbished sign.  

In real life this seldom the case as you would have multiple marketing tools working together with your signs, creating too many influencing factors to calculate how much of the business you receive can be attributed directly to your sign. Because it is so difficult to measure the SUCCESS of your sign it is IMPORTANT to decide beforehand – that is before you purchase the sign – what you expect the sign to accomplish.

It is the opinion of SignForce that a successful sign should achieve three objectives.

  1. A successful sign should direct people to your business. In other words a successful sign will act as a silent salesperson, encouraging or enticing people to come into your store.
  2. A successful sign will clearly display the image of your business and portray your business in a true and professional manner.
  3. A successful sign MUST BE an investment – that is, the cost of the sign, both in terms of initial cost and maintenance, should be low relative to the income that sign will help generate.

In the near future I’ll be discussing each of these three issues as well as how to measure the success of the sign. I will also be giving information about letter height, visibility, distance and speed with relation to signs.

Should you require any signs or advice on signs, or if there is any specific sign re;lated topic you would like me to cover please email SignForce now on or call the office on +27 11 444 3331 to see how we can serve you.