The Setup:
It is not uncommon for businesses to rebrand their public image. Recently, we have seen a few fortune 500 companies such as Pepsi, Netflix, and PayPal rebrand the established identity. Why do these companies spend large amounts of money to create a new corporate identity when almost all businesses won't spend money unless the return on investment is evident?
As it turns out, updating your company’s public image with brand-new signage is one of the best marketing expenses. This is because signage is constantly advertising with a return on investment still being measured a decade after the initial investment, that is if your signage project is handled correctly. Far too many times businesses take shortcuts to save on costs but trying to create new signage with this approach fails more times than not.
Some of the following reasons are why this approach fails in the design world:
1. Someone with industry knowledge is in charge of marketing for the company.
There are 2 types of knowledge in marketing - industry knowledge and marketing knowledge. Professional designers have marketing knowledge, which is knowing how to convey information to consumers in an appetizing manner regardless of what that information is. Sales teams/production team members have the industry knowledge about the actual product or service.
2. The budget for a new sign just isn't a priority for the company.
The company sees other avenues to invest their money in rather than a sign that will continuously advertise once installed. Other companies may choose to purchase their sign from a vendor that uses materials that won’t last longer than a couple years. There is a saying that I like in which I have found to be just as true as it is clever: "Cheap signs are not good, and good signs are not cheap." There is no worse feeling than feeling like you saved a dollar today just to create a mess for yourself later. Do your research before making a large purchase!
3. Not having the plan to have a uniform signage look for the interior and exterior of the building.
One of the most important parts of a company is its corporate identity. This includes the people the company employs as well as the environment the company calls its home. Too many times, this ‘home’ doesn’t convey the cohesive nature the business is trying to convey to their customers or clients. A uniform family of signs could increase the cohesiveness of the business. If a potential client notices that your company pays attention to every detail in the business (even the signs), what kind of service will they perceive you will provide for them?
4. Lose sight of Consumer's perspective.
Perspective is EVERYTHING in business. Your signage is the first communication your business has with your potential customers. On average, a person’s first impression is created within three seconds of seeing it. The ‘3 second rule’ could help or hurt you.
When should I start thinking about replacing my Signs?
First, evaluate your sign as a potential customer.
If you feel your sign doesn’t convey the identity of your business, it may be time to consult a professional in the sign industry. Provide them with what you envision your business as and let them do what they do best, design signs. At Howard Industries, drawings are always free and done by ‘sign’ people enabling your signage project to go on without a hitch.
If new customers seem to never come along anymore, it may not be your products and services fault. It may be your old, stagnant sign that isn’t enticing new people to stop and see what your business has to offer. Howard Industries’ innovative sign systems are designed to allow future changes. This means your sign system will never become stagnant because you can always update or change your sign!
If your sign has lost its ‘pop’ due to its constant exposure to sun or other elements, it may be time to repaint or replace all together. Howard Industries uses Matthews Paints which protects signs from weathering for eight or more years, location varied. Expect your sign to last more than a decade from Howard, because quality and customer service are priorities.
Your sign is over 10 years old. Average vinyl lasts 7 years, but a sign’s structure can last longer. General rule of thumb is every ten years, according to sign experts.
