Is it just like for like during a rebranding ?

Robin WilliamsonLofthus Brands, Lofthus Signs, Lofthus Wayfinding, Uncategorised


If you’re in charge of a new brand rollout plan that requires signage replacement, consider that the cost to rebrand signs to reflect your new corporate identity can devour up to 70 percent of your brand implementation budget. With this stat in mind, it can be risky to simply inventory existing sign types, sizes, and quantities, and ship that list off to a couple of signage companies for a quote. With 15 years of experience guiding clients through brand transitions, BrandActive recommends a different approach to signage replacement that can reduce costs, freeing up your branding budget to invest elsewhere.

Identify Core Signage Needs During a Rebranding

Our experience shows that in most cases, a “like for like” replacement strategy is usually not merited. For example, it’s likely that over time, your company has added signs here and there, on an ad hoc basis, to address the lack of effective signage in a given area. While those newer sign(s) may be serving their purpose, it’s best not to assume that the older, ineffective signage is still needed. A rebranding project is the ideal time to review your approach to your signage family. This involves a high level review of requirements with the goal or creating a cohesive yet flexible approach to addressing the communication and wayfinding requirements. This work should be done by an objective signage subject matter expert with the ultimate goal of improving brand impact and compliance.

Benefits of Big-Picture Brand Management

BrandActive’s brand implementation team has helped reduce signage replacement budgets by up to 30 percent by providing an alternative approach to a “like for like” replacement strategy. These cost reductions were realized while still maintaining—and in many cases, improving—brand impact. The key to successful rationalization and cost-effective signage programs is to begin with thorough and well- documented brand guidelines, standards and technical specifications. These serve to protect the integrity of the brand while also providing an objective and consistent quality benchmark against which to evaluate prospective signage vendors. It is only by documenting your core signage needs and brand rollout and brand impact goals, that you can secure the accurate and truly comparable estimates from signage companies.

Best-in-Class Signage Delivery Tool

BrandActive announced on May 19, 2014 the launch of our proprietary software tool, SignHub, which automates the delivery of signage programs. SignHub was developed in response to the need for an online data repository to enable the effective inventory, management, and delivery of our clients’ signage programs. Contact us to learn more and connect with us on LinkedIn to keep in touch.