Beware The Temptation to Bow to the Squeaky Wheel

Posted on January 12, 2025 by Arnold Pollak

Good versus Cluttered Signage

The “squeaky wheel gets the grease” is a well-known adage that highlights how the most vocal or noticeable issues tend to receive the most attention. While this principle might apply effectively in some contexts, it becomes a challenge in business, especially when designing and implementing signage strategies.

The question is: should the squeaky wheel dictate your signage decisions? Let’s delve into this theory, its implications for signage, and why it is essential to balance focus and avoid being overly reactive to the loudest demands.

The Role of Signage in Business

Good signage serves as a silent yet impactful ambassador for your business. Good business signage attracts attention, conveys information, and reinforces your brand identity. Whether you’re running a small boutique or a multinational chain, well-designed signage can:

Enhance visibility and draw in potential customers.
Communicate essential details like promotions, directions, and operating hours.
Turn a warehouse feeling space into a warm inviting environment people want to shop in.
Reinforce brand trust and professionalism.

However, if the design, placement, or messaging of your signage is dictated by the squeaky wheel – a vocal customer or employee with immediate, short-term concerns – it can completely derail your long-term strategy.

Why Catering to the Squeaky Wheel Can Backfire

While it’s beneficial, if not essential, to listen to feedback, over-prioritizing the demands of the squeaky wheel can result in poor decision-making. Here are some key reasons:

Short-Term Gratification vs. Long-Term Goals The squeaky wheel often focuses on immediate needs. For example, a vocal customer might demand large, overly bright signage for an ongoing sale. While this could temporarily boost foot traffic, it might clash with your brand’s aesthetic, alienate your regular clientele, or fail to align with your broader marketing objectives.
Distracting from Data-Driven Decisions A single loud opinion should never outweigh comprehensive research. For instance, your business might have analytics proving that subtle, well-placed directional signs increase customer navigation and satisfaction. A squeaky wheel’s demand for overly flashy signage could disrupt this harmony.
Alienating Other Stakeholders If you focus solely on addressing one vocal party’s preferences, you risk alienating your broader audience. Signage should cater to the majority – a collective representation of your target demographic – not a minority’s immediate gratification.

Real-Life Stories of Squeaky Wheels and Signage

Story 1: The Oversized Sale Banner
A boutique store owner had a loyal customer who insisted that an enormous neon-colored banner would drive sales during a holiday promotion. The owner, eager to please, replaced the store’s elegant signage with a garish banner. While the store saw a short-term spike in foot traffic, regular customers commented that the signage clashed with the brand’s upscale identity. The business later had to spend significant resources repairing the damage to its image.

Story 2: Employee-Led Signage Change
In another example, a restaurant manager listened to an employee’s suggestion to add multiple directional signs in the dining area to “help customers.” While well-intentioned, the signs cluttered the space and confused diners, leading to complaints about the overwhelming atmosphere. A professional signage consultation later revealed that one well-placed sign near the entrance was all that was required and worked better than all the other signs together.

Finding the Right Balance

To avoid being overly influenced by squeaky wheels, businesses must adopt a balanced approach to signage decisions:

Data-Driven Insights
Analyze customer behavior, traffic patterns, and sales data to make informed signage decisions. For example, heatmaps of store foot traffic can help determine optimal sign placement.
Consistent Branding
Your signage should consistently reflect your brand’s voice, colors, and values. Even temporary deviations can confuse customers and dilute brand equity.
Broad Feedback
Gather input from multiple stakeholders rather than reacting to one opinion. Consider conducting surveys or focus groups to gain a broader perspective.
Professional Expertise
Consult with signage professionals to ensure your designs align with current industry best practices and long-term goals.

The Bigger Picture

Regardless of your business’s size, allowing the squeaky wheel to dominate your signage strategy can hinder growth and alienate loyal customers. While it’s essential to listen and address concerns, the most effective signage solutions arise from thoughtful planning, alignment with brand values, and a focus on long-term objectives.

Signage as a Strategic Asset

Think of your signage as an investment. It should:

Represent your brand accurately.
Engage a broad audience.
Adapt to changing needs without compromising consistency.

By resisting the urge to overcorrect for the squeaky wheel, you’ll ensure that your signage serves as a cohesive and powerful extension of your business.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

The Science Behind Sign Visibility: Why Letter Height Matters

Posted on January 9, 2025 by Arnold Pollak

Visual depiction of visibility of signs from a distance

The Science Behind Sign Visibility: Why Letter Height Matters

When designing signage, especially for outdoor or high-visibility applications, a critical yet too often overlooked factor is the height of the letters. The graphic above demonstrates the relationship between letter height, viewing distance, and optimal visibility. The graphic provides clear guide lines on how large text should be to ensure readability and maximum impact.

Let’s delve into the key insights this graphic offers and understand why letter height plays such a vital role in effective sign design.

Understanding the Graphic: Letter Height and Visibility

The graphic compares the recommended letter (or cap) height, measured in millimeters, with the distances (in meters) at which the text is both visible and clearly legible. Here are the key points to note:

Letter Height in Millimeters: The bottom axis of the diagram lists cap heights, starting from as small as 75 mm (7.5 cm) and going up to 1,500 mm (1.5 meters). These measurements represent the height of the tallest letters on the sign.
Viewing Distance in Meters: The accompanying lines show two sets of data:
- Distance for Best Impact: This represents the optimal distance for a viewer to easily read and comprehend the sign.
- Maximum Readable Distance: Beyond this point, the text may still be decipherable, but it won’t be as effective or impactful.
Key Observations:
- A 75 mm letter height is best suited for distances up to 9 meters but can be readable up to 35 meters.
- A 450 mm letter height works well for distances of around 55 meters and is legible up to 250 meters.
- For signage meant to be seen from 1 kilometer away, letters need to be at least 1,500 mm high.
- The largest size shown (1,500 mm) ensures visibility for up to 180 meters at its best impact and 830 meters at maximum distance for possible readability.

Why Letter Height Is Crucial

1. Enhancing Readability

The primary goal of any sign is communication. If the text on your sign is too small, it fails to convey its message effectively. As can be seen on the graphic the smaller letters can work for close-range applications but become illegible as the distance increases. For instance, a roadside sign meant for motorists traveling at high speeds requires much larger text than a storefront sign for pedestrians. Looking at the 75 mm cap height on the graphic and comparing it to the other cap heights also gives a great visual comparison showing how cap height impacts visibility.

2. Accommodating Installation Height

The graphic assumes all the sample signs are installed at a height of approximately 3 meters. However, as signs are mounted higher, the angle at which viewers observe them increases. This affects readability, as the perceived size of the letters diminishes. To counteract this, larger text sizes are necessary for elevated installations.

3. Accounting for Viewer Variability

The distances indicated are averages and may vary based on factors such as lighting, the viewer’s eyesight, and environmental conditions. Designing for the “best impact” distance ensures the sign is effective for the majority of viewers.

4. Supporting Brand Recognition

Beyond readability, larger and well-proportioned letters enhance visual impact. Larger and well-proportioned letters on your sign make your brand stand out, especially in crowded or busy environments. A sign with appropriately sized letters commands attention and conveys professionalism.

Design Considerations for High-Impact Signs

To make the most of this information, consider these tips during the design process of your sign:

1. Context Matters

Assess the environment in which the sign will be installed. Is it for a highway, a retail space, or a billboard? Each application requires different letter heights based on average viewing distances and potential exposure times – the larger the viewing distance and the lower the exposure time, the larger the sign needs to be.

2. Lighting and Contrast

High contrast between the text and background, combined with proper lighting, improves legibility even at the outer limits of visibility. Poor illumination will decrease the readability of the sign, especially from further away.

3. Font Choice

Simple, sans-serif fonts are easier to read from a distance than ornate or cursive styles. Pairing the right font with an optimal letter height maximizes clarity.

4. Test Before Finalizing

Before final production installation, simulate the viewing conditions. Stand at the intended viewing distance and ensure the text is easily legible. While this exercise does cost it can save you a fortune, especially if it is found that the intended sign is not visible at the desired distance.

Real-World Implications

For businesses, the implications of letter height extend beyond aesthetics. A poorly designed sign can result in missed opportunities, as potential customers may not notice or comprehend your message. On the other hand, a well-designed sign with appropriate letter heights:

Captures attention,
Communicates your message effectively,
Drives engagement, and
Enhances brand recognition.

Whether you’re designing a directional sign for an event, a highway billboard, or a storefront display, this graphic serves as a valuable reference. By aligning letter height with viewing distance, you ensure your sign achieves its purpose – delivering clear, impactful communication.

Letter height of your sign isn’t just a technical detail; it’s the backbone of effective signage design. With data-backed insights like those in the graphic, designers and businesses can create signs that not only look good but also serve their intended purpose. Remember, a sign that isn’t seen or understood is a missed opportunity and a potentially poor investment.

When planning your next sign, keep this principle in mind: bigger isn’t always better, but it’s often necessary. Ensure your message reaches your audience, no matter where they are, by choosing the right letter height for the job.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

If you would like a PDF of the above graphic please email arnold@signforce.co.za

Psychological Cost Inflation Specifically with regards to Signage

Posted on January 9, 2025 by Arnold Pollak

Inflation and how it impacts Signage

The Psychological Cost of Inflation: A Deep Dive into the Psychological Cost of Inflation focusing on Signage and Marketing

Inflation is more than just an economic term; inflation is a phenomenon that quietly influences every aspect of our daily lives, including how we perceive and make purchasing decisions. For businesses, inflation has significant implications, especially when it comes to large ticket purchases such as marketing and signage.

Our intention in this article is to explore the psychological cost of inflation and its impact on large-ticket items like business signage.

The Rising Costs of Signage

Inflation affects material costs, labor, and shipping – all of which contribute to the price of even the most simple business signage.

High-quality signs, which were already substantial investments, now require even more significant financial commitment. As prices rise, businesses are often forced to face longer decision-making times, tighter budgets, and a more cautious approach to expenditures – even though signage should not be considered as an expense but rather as an investment, the tightness of the budget will still impact the approach to budget allocation.

However, the psychological toll of rising input costs is just as, if not more, impactful as the financial burden. This begins with what’s often called “sticker shock”: when a buyer’s expectations of cost clash or are at odds with with the reality of higher prices.

Sticker shock can delay purchasing decisions, reduce trust in vendors, and even cause buyers to second-guess the necessity of their investment.

Inflation’s Psychological Impact on Decision-Making

Loss Aversion: People tend to fear losses more than they value gains. When inflation increases the cost of signage, customers may perceive the higher price as a loss compared to what they could have paid in the past, even when the investment remains a sound business decision. This perception may lead to delayed decisions and possible even higher prices in a perpetual spiral.
Decision Fatigue: Inflation increases the complexity of purchasing decisions. Buyers are now forced to get a better understanding of materials and all other input costs if they are to accurately compare more options, scrutinize quality, and negotiate harder – leading to decision fatigue. This mental exhaustion can either result in delayed purchases or impulsive decisions that don’t align with long-term business goals.
Paralysis by Analysis – Also known as historical price comparison. The rising cost of large-ticket items like signage exacerbates this phenomenon. Buyers often feel overwhelmed by the need to justify higher expenses, leading to procrastination or complete avoidance of the decision altogether. This can be exacerbated when say a person has purchased the same or similar signage in the past 12 – 24 months and the new price is 20 – 200% (or more) higher than the previous, base line, price that was paid and created expectations of future costs.

The Marketing Psychology of Inflation

For businesses selling signage, understanding the psychological effects of inflation can help tailor marketing strategies to address customer concerns:

Transparency in Pricing: Clearly breaking down the reasons behind price increases – like higher material costs or improved quality – can build trust and mitigate sticker shock. Transparency reassures customers that they are making an informed decision.
Emphasizing Value Over Cost: Highlight the long-term benefits of high-quality signage. For instance, a durable, visually impactful sign can provide years of brand visibility and customer engagement. Positioning signage as an investment rather than an expense shifts focus from the upfront cost to long-term returns.
Flexible Payment Options: Inflation makes large purchases daunting, but offering installment plans or financing options can make them more accessible. Flexible payment terms reduce the immediate financial burden and help customers feel more confident in their decision.
FOMO Marketing: Inflation creates a sense of urgency. Use this to your advantage by emphasizing how further inflation could make current prices the best deal. Messages like “Lock in today’s prices before they rise again” can drive quicker decision-making.

Inflation’s Effect on Business Perceptions of Signage

Inflation also alters how businesses perceive the role of signage in their marketing strategy. A sign isn’t just a physical marker; your sign is an essential tool for visibility, branding, and customer acquisition. As costs rise, businesses are more likely to scrutinize the purchases (signs) ROI.

However, avoiding this investment can be detrimental or fatal. A poorly designed or outdated sign can damage a brand’s reputation and lead to lost opportunities and business losses, making the psychological cost of delaying signage upgrades even greater.

Mitigating the Psychological Costs of Inflation

To reduce the psychological burden on customers:

Education: Provide resources or case studies showing how signage investments drive measurable business growth, even during inflationary periods.
Customization: Offer tailored solutions that align with each customer’s unique budget and business goals.
Empathy: Acknowledge the challenges of inflation and position your business as a supportive partner in helping customers navigate these challenges.

Conclusion

Inflation’s impact goes beyond higher prices; it influences how businesses perceive, value, and invest in critical business tools like signage. By understanding the psychological costs of inflation, both buyers and sellers can make more informed and confident decisions. For businesses providing signage, this means not only addressing price concerns but also communicating the lasting value of their products in a way that resonates with customer emotions and financial realities.

In the face of rising costs, the key to success is empathy, education, and a focus on long-term benefits. By aligning marketing strategies with these principles, businesses can ensure that their customers feel supported, even in challenging economic times.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

How to post a GOOGLE REVIEW for SignForce.co.za

Posted on December 31, 2024 by Arnold Pollak

SignForce do our best to market our signage business on the internet as much as possible.

One method we find is very helpful to SignForce is for clients to place GOOGLE BUSINESS REVIEWS for SignForce.

Your reviews are helpful in that they show prospective clients your experience with SignForce

Please follow this link and review SignForce.

https://g.page/r/CS8MaRV3_hIgEBM/review

Search for signforce.co.za on Google, find the business profile, click “Write a review”, choose your star rating, share your experience and click POST.

Your honest opinion is much appreciated so many thanks in advance.

Would You Let a Lawyer Perform Open-Heart Surgery? The Case for Professional Sign Makers

Posted on December 29, 2024 by Arnold Pollak

Professional Signage

Imagine you’re facing a critical medical issue, and instead of consulting a skilled heart surgeon, you decide to ask a lawyer to perform your open heart surgery. The idea is absurd – a lawyer, no matter how intelligent or resourceful, lacks the specialized training and expertise required to successfully complete such a complex and high-stakes procedure.

Yet, in the world of business, many cash-strapped entrepreneurs, in order to save some money, make an equally risky choice when they opt for DIY signage or hire inexperienced or unprofessional individuals to create their business signs. This decision may seem cost-effective at first glance, but much like entrusting open-heart surgery to a lawyer, it often results in subpar outcomes that can harm your business, especially in the long run.

Let’s explore why investing in an experienced, proficient, and professional vinyl applicator and sign maker should in fact be a great investment for your business, even when your budget is tight.

The Power of First Impressions

Your business sign is often the first interaction potential customers have with your brand. Your business sign can be considered as your business’s handshake, your opening line, your visual elevator pitch.

In just a few seconds, people will decide whether your business appears professional, trustworthy, and worth their time. If your sign looks and is judged as amateurish, poorly installed, or faded from low-quality materials, that first impression will very likely stick – and it won’t be positive.

Professional vinyl applicators and sign makers understand the nuances of creating visually appealing and impactful signs. Professional sign makers are trained in design principles, including color theory, typography, and layout. They know how to balance aesthetics with readability to ensure your sign communicates effectively from various distances and under a range of lighting conditions.

When your sign conveys quality and professionalism, it reflects positively on your entire business. Conversely, a poorly executed sign can drive customers away before you even get a chance to showcase your products or services. In this way, your sign isn’t just a marker; your sign is an investment in building trust and attracting customers.

Expertise in Materials and Durability

Not all vinyl and signage materials are created equal. A professional sign maker brings years of experience and in-depth knowledge about materials suited to different environments and purposes. Whether your sign will face harsh sunlight, heavy rain, or extreme temperatures, your professional sign maker should know how to select materials that will withstand the elements and maintain their appearance over time.

Inexperienced individuals might opt for the cheapest materials available, but these often fade, crack, or peel within months. What initially seems like a cost-saving decision quickly turns into a financial drain when you have to repeatedly replace or repair the sign.

Professionals also use advanced tools and techniques for application, ensuring a flawless finish with no air bubbles, wrinkles, or misaligned elements. These details might seem minor, but they make a significant difference in the perceived quality of your sign. A smooth, vibrant, and durable sign demonstrates that you care about the details – a quality customers look for and value in any business.

The Long-Term Costs of Cutting Corners

While the upfront cost of hiring a professional sign maker may seem daunting, consider the long-term implications of opting for a cheaper alternative. A poorly designed and poorly made sign can end up costing you more in repairs, replacements, and especially in lost business – the cost of which is almost impossible to measure. For example:

Frequent Replacements: Cheap materials degrade quickly, requiring you to replace the sign sooner than expected.

This brings to mind a story from many years ago. SignForce were approached to quote on re-gassing some neon tubes. When we followed up on the quote we were advised that the prospect had gone with another supplier as we were ALMOST FOUR TIMES the price of the supplier they used. This feedback was worth following up on as to be 400% higher than the competition was way out of our target zone. On further investigation through industry contacts it came out that the prospect did in fact get the re-gas for a quarter of SignForce’s price. What the prospect failed to mention was they were having the sign re-gassed every four to six months – this while the re-gas from SignForce is expected to last between five and seven years. The sad reality was the prospect did not know any better. She had been with the same supplier who had been re-gassing ‘manually’ (sucking the poison gas into his mouth and blowing it into the tube) since the sign was installed about five years prior. Sadly there were no happy endings to this story as the supplier who had been manually blowing the neon got cancer – apparently caused by the poison in the gas – and the loyal client never got the long term benefit of machine blown and measured gas.
Missed Opportunities: An unprofessional sign may fail to attract customers, leading to lost revenue.

An example of the cost of unprofessional signage is when a STAX store in the west rand approached SignForce to cheaply refurbish the existing signage as the store was relocating and wanted to have a closing down sale before it closed it’s doors for 18 months – the time it would take before the new store would be ready for occupation. The store was running at a loss and there was no benefit to keeping it open until the new location was available. The signs were all damaged, with the worst culprit having a birds nest in one of the broken 3D letters. Mere weeks after the refurbished signs were installed the store moved from the red back into the black – the only change being the refurbished signs as the closing down sale was not yet advertised. Because the store went back into the black the staff kept their jobs and the store stayed open until the new premises were ready.
Brand Damage: A shoddy sign can harm your brand’s reputation, making it harder to build trust with your audience.

By contrast, a professionally crafted and well maintained sign is a one-time investment that pays dividends for years. Your professional sign enhances your brand image, attracts customers, and stands up to wear and tear, saving and making you money in the long run.

The Value of Specialized Skills

Creating a high-quality business sign is both an art and a science. Professional sign makers bring a blend of creativity and technical expertise to the table. They’re trained in:

Design Software: Professionals use industry-standard software to create precise, custom designs that align with your brand identity.
Vinyl Application Techniques: Years of practice enable them to apply vinyl flawlessly, avoiding common DIY mistakes like bubbles or misalignments.
Compliance Knowledge: They understand local regulations regarding signage size, placement, and lighting, ensuring your sign is not only attractive but also compliant.

Attempting to replicate this expertise without the proper training often leads to wasted materials, frustration, and a final product that doesn’t meet your expectations. Just as you wouldn’t trust a lawyer to perform open-heart surgery, you shouldn’t entrust your business sign to someone without the necessary skills and experience.

Conclusion

Your business sign is more than just a piece of vinyl or a metal or wooden board with letters; Your business sign is a representation of your brand’s quality, professionalism, and attention to detail. By hiring an experienced vinyl applicator and sign maker, you’re investing in more than a sign – you’re investing in your business’s success.

While it’s natural to want to save money wherever possible, skimping on your signage can have serious long-term consequences. Professionals sign makers ensure that your sign is not only visually appealing but also durable, compliant, and designed to make a strong first impression.

Much like the idea of a lawyer performing open-heart surgery, leaving your business sign in the hands of an amateur is a risk you can’t afford to take. Choose expertise, and set your business up for lasting success.

At SignForce we believe in partnering with our clients as when we partner with our clients we are vested in their success. When they grow, we get the opportunity to serve and grow with them.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413 to see how we can serve you.

For more about SignForce visit http://www.signforce.co.za

The Power of Signage: Telling Stories Without Saying a Word

Posted on December 27, 2024 by Arnold Pollak

Incomplete 3D cut out signage

The Power of Signage: Telling Stories Without Saying a Word

“A picture is worth a thousand words.” This age-old adage highlights the immense power of visual communication, and nowhere is this more evident than in the realm of signage.

A well-designed, strategically placed sign can convey an entire narrative, evoke emotions, and guide decisions – all in a matter of seconds.

For business owners and marketers, leveraging the storytelling potential of signage isn’t just an option; it’s a necessity in order to make one’s business stand out from all other visual pollution and one’s competitors.

Here’s why signage deserves a prominent place in your branding and marketing mix.

Signage as a Storytelling Medium

Every sign – whether a standalone billboard, a shopfront placard, an illuminated light box, 3D cut outs or an interior directional or toilet sign – has the power to communicate more than just information. Your sign a snapshot that encapsulates your brand’s essence, values, and promises. For instance:

A rustic wooden sign outside a bakery tells a story of handcrafted loaves, traditional recipes, and a cozy ambiance.
A sleek, minimalist neon sign for a tech startup conveys innovation, modernity, and forward-thinking.
A colorful, playful sign for a daycare center speaks of warmth, fun, and child-friendly care.

Through typography, color choices, imagery, and even the materials used, a sign becomes a storyteller, conveying much more in the signs simplicity and look, than words ever could.

Why Signage Works: The Psychology Behind Signs

Humans are inherently visual creatures! Research shows that our brains process images 60,000 times faster than text. This means a passerby is far more likely to notice and remember a visually engaging sign than a block of text or a lengthy advertisement. [Also, in today’s world of instant gratification and shorter and shortening concentration span brought on by online scrolling, marketers may find that it is only the rare exception for viewers to stop and concentrate long enough to read and / or absorb the content of written text.]

Additionally, visuals evoke emotions. A sign’s design elements – colors, fonts, shapes – can trigger subconscious associations, for example:

Red often evokes urgency or excitement, making it perfect for sales signs.
Blue suggests trust and reliability, ideal for banks or healthcare providers.
Rounded fonts feel approachable and friendly, while sharp-edged fonts convey professionalism and authority.

By tapping into these psychological cues, signage can create an immediate, visceral connection with its audience, even though the audience may not consciously be aware of the connection.

The Role of Signage in Branding

For businesses, signage is more than a tool for navigation or announcements; Signage is a cornerstone of brand identity. Here’s how:

First Impressions Matter: Your sign is often the first interaction potential customers have with your brand. A compelling, well-designed, well-maintained sign sets the tone, building trust and piquing interest.
Consistency is Key: Consistent use of brand colors, logos, and fonts across signage reinforces brand recognition. This alignment ensures that whether customers see your storefront, an ad, or your website, they immediately associate it with your business which has immense long term benefits.
Positioning and Differentiation: In a crowded marketplace, unique signage helps you stand out. A quirky, massive or innovative sign can become a landmark, fostering word-of-mouth marketing and enhancing your brand’s memorability. An example could be how often people give directions using KFC or McDonalds as a signed landmark.

Signage in the Marketing Mix

While digital marketing, social media, and content campaigns currently dominate discussions, traditional tools like signage remain indispensable.

It’s vital to integrate signage into your marketing strategy because signage:

Is Cost-Effective Advertising: Unlike digital ads that require ongoing investments, signage is a one-time cost with long-term (up to seven year) benefits. A high-quality sign can attract customers daily, year after year.
Has Local Visibility: For brick-and-mortar businesses, signage is a beacon that draws in foot traffic. Effective signs can turn casual passersby into loyal customers.
Should for part of all Integrated Marketing Campaigns: Signs aren’t standalone elements. When aligned with your online campaigns—e.g., a QR code linking to a promotion – signs can bridge the gap between offline and online marketing.

Best Practices for Effective Signage

To maximize the impact of your signage, consider these guidelines:

Know Your Audience: Design your signage with your target demographic in mind. A chic boutique and a family diner will require vastly different styles if they are to achieve their desired objectives.
Keep Your Signage Simple: Avoid clutter. Focus on one clear message or call-to-action to ensure your sign is easily understood at a glance.
Invest in Quality: From durable materials to professional design, a high-quality sign reflects positively on your brand and should cost your business less over the long run than the cumulative cost of having to get multiple ‘cheaper’ signs.
Location Matters: Place signs where they’re most visible and impactful, considering factors like lighting, traffic flow, target market and viewing angles.
Update Regularly: Keep signage fresh and relevant. Seasonal themes, promotional updates, or even minor tweaks can maintain interest and engagement.

Real-World Success Stories

Many businesses have harnessed the power of signage to remarkable effect:

The Hollywood Sign: Initially an advertisement for a housing development, it’s now an iconic symbol of the entertainment industry.
McDonald’s Golden Arches: Recognizable worldwide, this simple design tells a story of fast, reliable service.
Local Gems: From coffee shops with witty chalkboard signs to stores with eye-catching window displays, creative signage has turned countless small businesses into community favorites.

In a world inundated with information, the ability to tell a compelling story at a glance is invaluable. Signage does just that, blending art and strategy to create lasting impressions. For business owners and marketers, prioritizing signage in branding and marketing isn’t just about aesthetics; it’s about building connections, driving engagement, and ultimately, boosting success.

Invest in signage that tells your story. Because while a picture can say a thousand words, a great sign can say even more.

At SignForce we believe that ultimately, the goal of your business sign is to capture the attention of your target audience and get feet through your door in order to improve sales and your businesses bottom line.

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

For more about SignForce visit http://www.signforce.co.za

Why your Business Sign could be one of your Business’s Greatest Investments – Part 5

Posted on December 21, 2024 by Arnold Pollak

Timeless plaque that conveys a clear, clean and honest message.

Zig Ziglar, one of the west’s most influential motivational speakers and sales trainers of all time, emphasized the importance of clear, impactful communication in building successful businesses.

While Ziglar’s philosophy spanned a wide range of marketing and sales strategies, his teachings can easily be applied to the often-overlooked but critical investment in business signage.

Effective signage is more than just a way to display your business name; great signage is a dynamic marketing tool that embodies Ziglar’s principles of visibility, consistency, honesty and emotional connection.

Visibility: Standing Out in the Crowd

Ziglar consistently emphasized the importance of making a strong first impression.

In today’s competitive market, a well-designed sign serves as a business’s handshake to the public. Just as Ziglar encouraged individuals to present themselves professionally to attract opportunities, businesses must use signage to grab attention and make a lasting impact.

Outdoor signage, for example, functions as a 24/7 advertisement for your brand. High-quality, visually striking signs ensure that potential customers notice your business, even in a crowded marketplace. Ziglar’s belief in being honest and memorable aligns perfectly with this principle – a creative and strategically placed sign ensures your business becomes a landmark in its community.

According to the International Sign Association (ISA)*, 76% of consumers said they had entered a store they had never visited before based on its sign alone. This statistic reinforces Ziglar’s mantra that visibility creates opportunity. An attractive, well-maintained sign can bridge the gap between a business and its potential customers, driving foot traffic and increasing brand awareness.

It is essential that signs are well maintained – yet sometimes a ‘skew’ or otherwise ‘uncomfortable’ sign can also get feet through the door. SignForce had a customer who was a hardware outlet. One day someone drove into their mobile sign damaging one of the legs, so the sigh now stood ‘skew’. Like a picture on a wall, it is the one that is not straight that gets constant attention, and this sign was no different. Sufficient people came into the community store to let the owner know his sign was ‘damaged’ – allowing him the opportunity to sell to these people. This strategy was so successful the owner never allowed SignForce to repair or change the sign.

Consistency: Building Trust Through Branding

Another cornerstone of Ziglar’s marketing philosophy is consistency. He often stated that trust is built through consistent, honest and reliable communication – a principle that applies directly to business signage. Consistency in branding across all marketing channels, including signs, creates a cohesive and professional image.

For instance, your signage should match the design elements of your website, social media profiles, and printed materials. This inter media harmony builds brand recognition and trust, ensuring customers know exactly what to expect when interacting with your business. Ziglar’s teachings highlight that trust is earned through repeated, positive impressions – something a well-executed signage strategy can deliver effortlessly, 24/7.

Emotional Connection: Speaking to the Customer’s Heart

Ziglar’s belief in connecting emotionally with customers underscores the importance of designing signs that resonate with your target audience. He famously said, “People don’t buy for logical reasons. They buy for emotional reasons.” Applying this principle to signage means using colors, fonts, and messaging that evoke the desired emotions in your audience is essential and will give the best results.

For example, a bakery might use warm, inviting colors like pastel pinks and yellows to convey comfort and sweetness, while a tech company might lean on sleek, modern fonts and cool tones to project innovation and reliability. Your sign’s design should tell a story that aligns with your brand values and speaks directly to your customer’s and target market’s aspirations.

Additionally, incorporating compelling calls to action (CTAs) into your signage can further drive engagement. Ziglar’s knack for motivational phrasing is a valuable lesson here. Phrases like “Discover Your Dream Home Here” or “Fresh Coffee, Fresh Start” tap into emotions and encourage action, transforming passersby into customers.

The ROI of Signage: A Smart Investment

Ziglar frequently advocated for viewing marketing as an investment rather than an expense. Business signage is a prime example of this mindset. While difficult to measure accurately, the return on investment (ROI) for effective signage is multifaceted, encompassing increased brand visibility, enhanced customer acquisition, and long-term brand loyalty.

A study by the University of Cincinnati** found that businesses saw an average increase in sales of 10% after upgrading their signage. This tangible ROI underscores the importance of viewing signage as a critical component of your overall marketing strategy, not a secondary consideration.

Moreover, Ziglar’s philosophy highlights the importance of measuring success.

By tracking metrics such as foot traffic, sales increases, and customer feedback post-signage installation, businesses can gauge the effectiveness of their investment and make informed adjustments.

Aligning Ziglar’s Philosophy with Modern Marketing

Zig Ziglar’s timeless principles of visibility, consistency, emotional connection and honesty offer a roadmap for using signage as a key marketing tool. In a world where first impressions matter more than ever, investing in high-quality, strategically designed signage is not just an option but a necessity for businesses looking to thrive.

By embracing Ziglar’s teachings, businesses can transform their signage into a powerful symbol of their brand, attracting customers, building trust, and driving long-term success. Just as Ziglar inspired millions to aim higher and achieve more, your business’s signage can inspire customers to walk through your doors and engage with your brand.

At SignForce we firmly believe that a successful SIGN is a simple sign that appeals to passers by encouraging them to become customers of your business – getting them through the door where your sales team can take over.

At SignForce we have more than a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with our focus being on our client’s return on investment (ROI).

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

For more about SignForce visit http://www.signforce.co.za

* International Sign Association (ISA) – https://signs.org/

** * https://www.uc.edu/news/articles/legacy/enews/2011/10/uc-research-examines-the-economic-value-of-on-premise-signs.html

The survey found that businesses primarily invested in signs to help make their businesses stand out and to help potential customers find their locations. As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment.

Why Your Business Sign Could Be Your Greatest Investment – Part 4

Posted on December 21, 2024 by Arnold Pollak

Non-illuminated 3D Building Sign

Why Your Business Sign Could Be Your Greatest Investment: Insights from Steve Jobs’ Marketing Outlook

Steve Jobs, the visionary behind Apple, revolutionized not only the technology industry but also the way businesses think about branding and marketing. His unique approach to marketing, product design, and customer experience has inspired entrepreneurs and businesses worldwide to think outside the box. One of the key elements of Jobs’ strategy was his relentless focus on simplicity, clarity, and brand identity—principles that can be applied to almost every aspect of business, including something as seemingly simple as a well designed, technologically cutting edge business sign – the type of signs SignForce specialize in.

While Jobs was known for his groundbreaking innovations in product design and digital marketing, his overarching marketing philosophy holds valuable lessons for how even the most basic elements of your business, like a sign, can become a powerful tool for success.

Here’s how Jobs’ marketing outlook can help you see why investing in a great business sign might be the smartest move you make for your business.

1. Simplicity Sells

Steve Jobs was a master of simplicity, famously stating, “Simplicity is the ultimate sophistication.” His vision for Apple’s products was to make technology that was elegant and easy to use. This same principle applies to business signage, something SignForce strongly believe in..

In a world full of clutter and distractions, simplicity in design can set your business apart. A sign that is clean, direct, and visually appealing makes an instant impression.

It’s not about overwhelming potential customers with flashy designs or excessive information, but rather about capturing attention in an effortless way.

Your business sign should clearly communicate your business name, logo, and value proposition in a simple, easy-to-read format. Jobs understood that consumers don’t want to spend time deciphering complicated messages – customers want clarity and immediacy.

When applied to your business sign, this means you don’t need a sign with every detail of your business or a long list of services. Focus on making your sign easy to digest in a matter of seconds. A simple and clear message creates a lasting impression that potential customers will easily recall when they need your product or service.

2. Branding Is Everything

Steve Jobs was obsessed with branding. Apple’s iconic logo, sleek product designs, and minimalist approach are all part of a cohesive brand identity that transcends just the product itself. Jobs believed that every touchpoint with a customer was an opportunity to reinforce the brand and build a lasting connection. A business sign is no different – your business sign is a key part of your brand’s overall identity.

Your business sign should reflect the values, mission, and personality of your business. Just as Apple’s clean, modern aesthetic conveys a sense of innovation and sophistication, your sign should communicate what makes your business unique – sometimes referred to as your businesses USP – Unique Selling Proposition. A well-designed sign isn’t just a marker of your location; it’s a visual representation of who you are, what you stand for, and what customers can expect from your business.

When you think about your sign, consider it an opportunity to amplify your brand’s presence. Jobs’ genius lay in his ability to consistently communicate Apple’s identity across every touchpoint, from the product to the retail experience.

Your business sign, when aligned with your brand, becomes an extension of your businesses identity – an ongoing ambassador for your company in the real world.

3. Creating a Memorable Customer Experience

Steve Jobs was deeply focused on customer experience, believing that technology should delight and inspire. Apple’s retail stores are a prime example of how every detail, from the architecture to the product displays, is designed to create a memorable experience for the customer.

Your business sign, though simple in form, plays an important role in the customer experience.

A well-designed sign draws people in and piques their curiosity, setting the tone for their interaction with your business. Just as Apple’s signage is strategically designed to invite customers into their stores, your sign can be a welcoming gesture that makes a positive first impression.

The experience doesn’t end once the customer enters your store – it begins the moment they see your sign and carries through the customers interaction with staff until they have completed their time in the store and leave feeling amazing.

The visual appeal, placement, and messaging of your sign can invoke curiosity and interest, making people more likely to engage with your business. Jobs knew that creating an exceptional experience started long before the customer picked up an Apple product – it started with a well-thought-out introduction.

Your business sign can be that introduction, creating an early connection that leads to a more meaningful relationship.

4. Standing Out in a Crowded Market

Steve Jobs understood the importance of differentiation. Apple was not just selling products; it was selling an experience, a philosophy, and a way of life.

Apple’s products stand out because they offer something different – something that speaks to a particular customer need, desire, or aspiration. In much the same way, your business sign can differentiate you from the competition.

Think about the thousands of businesses that exist in any given city. What makes your business unique? What sets you apart from others in your industry? Your business sign is an opportunity to communicate that uniqueness and catch the eye of potential customers who are overwhelmed by the noise around them.

A compelling, strong sign that stands out – whether through color, design, or clever messaging – can help draw attention away from competitors and bring it to your business. Just as Apple’s marketing campaigns emphasized its products’ distinctiveness, your sign should highlight what makes your business worth visiting. Whether it’s your superior customer service, innovative products, or unbeatable prices, your sign can effectively communicate why your business is the better choice.

5. Leverage Consistency Across Platforms

Jobs was a master of consistency in branding. Every touchpoint a customer had with Apple – from the website to the physical stores – was designed to be uniform and cohesive, reinforcing the brand at every turn. In marketing, consistency helps establish trust and credibility.

Your business sign is no different. Your business sign should align with the rest of your branding materials, whether it’s your website, business cards, or packaging. Consistency across platforms makes your business feel more trustworthy and cohesive, which encourages customers to engage more deeply with your brand. A well-branded sign will reinforce your digital presence and create a seamless connection between your online and offline marketing efforts.

Steve Jobs’ marketing outlook, which focused on simplicity, branding, customer experience, and differentiation, shows how your business sign can be much more than just a physical marker of your location.

Your business sign can be a powerful marketing tool that drives awareness, creates a memorable experience, and differentiates your business from competitors.

By investing in a well-designed sign that reflects your brand’s identity and mission, you can leverage the same principles that helped Apple achieve monumental success. A simple, clear, and strategically placed business sign can ultimately be your greatest marketing investment, helping your business stand out and win in the marketplace.

At SignForce we firmly believe that a GREAT SIGN is a simple sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign conveying to potential customers everything about your business.

At SignForce we have over a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with a return on investment (ROI).

SignForce also follow the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer comfortable, the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

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

For more about SignForce visit http://www.signforce.co.za

Why Your Business Sign Could Be Your Greatest Investment

Posted on December 20, 2024 by Arnold Pollak

SignForce blog logo

Why Your Business Sign Could Be Your Greatest Investment: The Marketing Wisdom of Jay L. Abraham (https://www.abraham.com/about/)

When you think about MARKETING your business, what is the first thing that comes to mind? Door to door, online, magazine, television, above line, below line, expensive, professional?

When you think about marketing, your business sign might not immediately come to mind as a key player in your strategy. Yet, Jay L. Abraham, one of the world’s foremost marketing experts, argues that businesses often overlook small, seemingly inconspicuous elements that can yield huge returns. The idea of a business sign being your greatest investment is rooted in Abraham’s principles of maximizing every available resource to its fullest potential.

Jay L. Abraham’s Marketing Outlook

Jay L. Abraham is renowned for his ability to identify overlooked opportunities for business growth. His marketing philosophy revolves around several key principles:

Maximization of Resources: Abraham often speaks about leveraging all available assets to their fullest potential, whether that’s your team, your website, or even the humble business sign. For Abraham, the goal is to extract as much value as possible from every part of your business, no matter how small it may seem.
The Power of Visibility: In a crowded marketplace, visibility is a powerful currency. Abraham emphasizes that getting noticed is the first step toward attracting customers, and the visibility your business sign provides can play a critical role in your business being visible. This applies equally to online and brick-and-mortar businesses.
Branding and Consistency: A business sign isn’t just a name on a board; it’s part of your branding*. Abraham stresses the importance of consistent branding across all touchpoints**. Your sign should clearly communicate your message, setting the tone for everything customers will experience with your business.

Your Business Sign as a Marketing Asset

To understand why your business sign can be your business’s greatest investment, it’s important to consider how signage fits into Abraham’s marketing outlook. Here are some key ways a clean, well-designed, professional business sign can elevate your business:

1. First Impressions Matter

A business sign is often the first point of contact potential customers have with your business. Just as a professional website or a friendly salesperson can make a lasting first impression, your sign plays a pivotal role in attracting attention. It’s your storefront’s face and can and does convey messages about your business’ personality, reliability, professionalism and values. Jay Abraham advocates for businesses to put their best foot forward at all times. A sharp, eye-catching sign can immediately make your business stand out in a crowded marketplace, giving you the edge over competitors.

2. Unobtrusive, 24/7 Marketing

Unlike other forms of marketing like advertisements or social media campaigns that require ongoing costs and effort, a well designed business sign works tirelessly for you around the clock. It doesn’t need to be constantly updated or refreshed, and it doesn’t disappear after a few seconds or clicks. Your sign is like an employee that never sleeps – it consistently drives awareness and foot traffic to your business, making it a long-term, low-maintenance investment. Abraham’s philosophy of leveraging existing resources aligns perfectly with this idea. A well-placed, high-quality sign can deliver consistent returns with minimal effort and generally lasts many years with a single one time payment.

In ROI terms, thee potential low cost per view of your sign is almost infinite, even though it may be exceptionally difficult to measure.

On this note, while most businesses evaluate their sign as how it will be SEEN and PERCEIVED by customers and prospective customers, the value of a good sign on staff MORALE and ASSOCIATION is almost impossible to overstate. Like a person may IDENTIFY and bond with and over their favorite sports team, a similar sense of camaraderie can exist among staff when your business sign conveys the correct message.

3. Cost-Effectiveness

When considering investments in marketing, the cost-effectiveness of a business sign stands out. Traditional advertising methods – such as television commercials, print ads, or digital ads – can be expensive and often require continuous, always rising (especially in a competitive market where cost per click and cost per view are constantly rising due to demand to be in FIRST place), expenditure to maintain front of mind positioning and visibility. In contrast, a well designed and executed business sign provides a one-time investment that can deliver dividends for years to come.

The cost effectiveness of signage ties back to Abraham’s principle of making your resources work harder for you. The sign itself becomes an efficient, long-lasting marketing tool, providing constant value without the ongoing costs.

4. Targeted Marketing and Local Reach

One of the most powerful advantages of a business sign is its ability to target a local audience. Unlike broad digital campaigns that often cast a wide net, your sign draws attention from individuals in your immediate vicinity – those most likely to become paying customers. Jay Abraham often speaks about the power of “direct response marketing,” which is about reaching the people who are most likely to respond to your offer. Your sign targets foot traffic, drivers, and passersby who are within a certain radius of your location, making it an invaluable tool for local businesses.

5. Reinforcing Brand Identity

A business sign does more than just tell people where you are – a business sign communicates what you as a business stand for. Jay Abraham emphasizes the importance of consistent branding across every aspect of your business.

This means your sign should reflect your company’s values, personality, and positioning in the market. Whether you’re a sleek, modern company or a rustic, family friendly local business, your sign should align with the message you want to communicate. Over time, this consistency builds brand recognition and trust, essential ingredients for business success. Because your sign should align with the message you want to communicate it is recommended to use a sign designer who has an understanding of branding, marketing and sign building when designing your business sign, and a sign company that can implement said design to build your signs.

6. Opportunity for Innovation

Jay Abraham encourages businesses to constantly innovate and find creative solutions to increase their market share. Your business sign can be one such source of innovation. Beyond just being functional, a creatively designed, interactive, or unique sign can become a conversation starter, a photo opportunity, or in the modern world, even something that goes viral online. Whether it’s a clever slogan or a design that stands out from the crowd, an innovative sign can differentiate your business from your competitors.

When viewed through the lens of Jay L. Abraham’s marketing outlook, your business sign is far more than a grudge purchase or a practical necessity – your business sign is a strategic asset that can drive growth and brand recognition for your business.

A well-designed sign attracts attention, reinforces your brand, provides consistent 24/7 marketing, and does all of this with a low, one-time investment. By following Abraham’s principles of maximizing available resources and leveraging existing assets, a business sign can become one of your most valuable marketing tools.

Investing in a high-quality, effective, fit for purpose sign is a small step that can yield significant, long term returns - showing how even the most basic elements of your business can work harder for you, just as Abraham would advise.

When you are looking to help make your business stand out and achieve the investment value of your business sign as advised by Abraham, contact SignForce as our years of experience, our understanding of Abraham’s philosophy and our decades of experience in design, manufacture and installation of signs makes us a preferred supplier for a number of clients – from massive to one man shows.

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

For a deeper understanding of SignForce visit http://www.signforce.co.za

Oxford and Dictionary.com definitions:

* branding – noun

1.1. the action of marking with a branding iron. “regulations concerning the branding, movement, and sale of cattle”
2. the promotion of a particular product or company by means of advertising and distinctive design. “the process of branding should be considered in global terms”
** touchpoints – noun, plural noun: touchpoints
1. a point of contact or interaction, especially between a business and its customers or consumers. “every touchpoint must reflect, reinforce, and reiterate your core brand strategy”
1.2. a point of reference. “one of the cultural touchpoints for the late 1990s”

Who is responsible for your Businesses BRAND?

Posted on December 15, 2024 by Arnold Pollak

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?

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.
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.
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.
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.
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:

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.
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.
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.
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.
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