In-Store Brand Signage: Understanding the principles of signage value engineering

Posted on May 23, 2016

Instinctively, every retailer knows the value that in-store brand signage brings to their business. But what of their actual costs in dollars and cents?

Signage value engineering is the discipline of evaluating—from both a technical and business perspective—the optimum approach to transitioning signage from an old brand identity to a new one. The key? Minimizing costs while maximizing function and brand impact.

Because manufacturing and installing new signage are usually the two most costly components of a rebranding effort, your approach to replacing the old will likely focus on these areas.

However, the initial costs of branded signage are not the only expenses to consider. Ongoing maintenance requirements of your new signage program must also be factored in before committing to a signage strategy. By taking into account all these considerations, signage value engineering is key to cost-effective decision making.

From a good-business viewpoint, the best in-store brand signage:

  • Supports your branding objectives and optimizes your brand impact by consistently attaining elevated brand expression across all signage applications
  • Minimizes the total cost of the signage over an extended period—including installation and maintenance expenses as well as those associated with design and fabrication

Calculating the total cost of ownership for your new signage

Whether indoors or out, your signage should be reviewed periodically with an objective eye. Why? Consider a sign to be an investment in marketing—one that should change as your business changes so that it accurately represents your current branding and style.

Whenever considering replacements, signage value engineering employs the principal of total cost of ownership by calculating design, fabrication and installation expenses as well estimated maintenance costs. 

Consider that all too often the lowest production bid may be most appealing but can carry prohibitive maintenance costs, thereby negating any savings you achieve at the production stage. By taking care to consider the true total cost of ownership, you’ll ensure you don’t learn this lesson too late.

Rely on Image360 for all your visual communications, including in-store brand signage

Your local resource for graphics that enhance, signage that works and displays that inform, we provide professional art and graphic solutions for all types of businesses and organizations. To get started, contact us today. 


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