successful sign management
Why It Matters, and How to Achieve It
By Bob Egan
A well-planned and well-executed sign management program is one of the most important elements of any brand management strategy.
And here's the good news: Achieving such sound sign strategy is actually not that difficult. Most any company can achieve sign-management success—provided they are willing to put in the time and effort to make that success a reality.
As founder and president of Egan Sign, I've had the opportunity to help firms such as Penske, Airgas and Allstate define, refine and ultimately implement their sign programs. Along the way, I've learned a thing or two about sign management. I've also come to understand the many problems that poor sign strategy can create.
In this challenging economic time—a time when budgets are constrained and managers are being asked to do more with less—I certainly understand that some companies may be tempted to cut corners when it comes to signage. But I also believe doing so would be a mistake.
The bottom line is pretty simple: If you care about your brand, you need to care about your signage. Here, then, is a three-step plan—a simple, straightforward, but ultimately effective plan—for achieving sign-management success.
1. Have a plan for your brand—and stick to it.
All effective sign programs start with thorough planning on the front end. Signs are, of course, among the most visible manifestations of a company's brand, not to mention the first thing that many customers (and potential customers) see when arriving at a company location. So, yes, it is crucial that these signs be "just right." But getting to that point is impossible unless companies first develop, implement and then strictly enforce their comprehensive brand strategy. One of the most important elements of that strategy is the Design Control Document, which spells out specific signage guidelines—everything from colors to fonts to letter sizes—intended to keep all signs in line with overall brand strategy. The DCD tells your sign management partner exactly what to build and how to build it. Why are such strict guidelines important? Simple: Establishing consistency of experience across all locations helps reinforce your company's brand and creates a sense of comfort for customers.
2. Centralize the decision-making process
Once branding guidelines are established, somebody needs to be placed in charge of that brand. Integrity of brand is crucial, and that's why I strongly suggest that all decisions regarding the brand—including decisions about signage—be handled at headquarters. I can speak from experience here: When signage decisions are outsourced to individual locations, inconsistency—and a confusing experience for customers—is almost inevitable. That's why companies should appoint a brand manager—or, at the very least, put one well-trained individual in charge of all brand-related activity. I've seen it time and time again—if you have a bunch of different people making the decisions, you're going to end up with a bunch of different outcomes. If you want to ensure success across the board, the entire sign program needs to be centralized.
3. Choose the right sign-management partner for your company
There is no one "right" way to handle sign management—which is why there are so many different kinds of companies in the sign-management business. When it comes time to create and implement your company's sign management plan, you'll have the option of working with large-scale production manufacturers, wholesale manufacturers, sign brokers, regional vendors and full-service national management companies. Which is right for you? Well, that depends on what kind of company you have—and what your sign-management needs are. You can go a long way to finding the right sign-management partner for you by asking—and answering—the following three questions.
- a) How many locations am I branding?
- b) Are all the facilities the same, or do they have unique needs?
- c) What are the geographic locations of the facilities?
If, for instance, your company has 100 or more locations and each location will have exactly the same kind of signage, the best option would likely be a large national manufacturer, which can deliver those 100-plus sign packages at the smallest possible cost. But if your numerous, geographically diverse locations each have their own unique needs, you are likely to be better served by a sign-management firm that can oversee your sign strategy plan, creating custom solutions for each location while at the same time seeking out vendors that will deliver the best product at the best price.
In short, I advise you to take the time to really think through your brand and sign strategy before you move forward with any sign installation program. It's more work up front, but well worth the effort in the long run.
About the Author: Bob Egan is the President of Egan Sign, and has been in the sign industry for over 21 years. Egan Sign specializes in regional and national sign management projects.
Contact Egan Sign and learn how Egan Sign can save you time and money on your large sign management projects.
