The art and science of branding is why consumers take notice of some services and not others. Every service, just like every personality, has its distinguishing characteristics that needs to be communicated in a consistent and highly differentiated way. The challenge for the marketer is how to leverage this brand personality in all of the key consumer touch points, without diluting or fragmenting the image. The importance of signing, often forgotten as a critical communication tool and relegated to the end of an implementation program, is becoming more relevant and topical in marketing circles as a key vehicle to leverage a brand’s point of difference and its distinguishing characteristics.
However, it never ceases to amaze me on how many clients we encounter who have approved a new identity or logo, only to find out that it does not work in the realities of a 3-dimensional environment. The reputation and size of the design firm is also no assurance that identity issues will not arise during implementation across the communication channel. What we have learned over the years working with some of North America’s biggest brands is that what works well on a stationary is not a guarantee for success on exterior building signing, resulting in the potential of a fragmented identity.
There are some simple rules or guidelines that designers and clients can follow to avoid this common mistake. These considered throughout the duration of the design process, and pending the complexity and implementation cost. Taking signing into consideration as part of the identity development stage will avoid surprises during the implementation process.
