Brand implementation done right fosters brand awareness, engagement and trust. Done wrong, it shatters all of this in the blink of an eye. Unfortunately, doing it right isn't easy. Implementation is the most challenging part of a brand change.
It’s no surprise so many brands look crisp on screen and paper but oh so crappy on walls. Here’s why:
1. It's unusual.
A brand change isn't business as usual. It's a unique occurrence that happens once in a decade, at most. Companies don’t have the resources, processes, knowhow and tools to manage brand implementation in-house.
2. It's complicated.
Brand implementation involves multiple levels of stakeholders (Brand, Marketing, Real Estate, etc.) with opposing interests. And budgets and decision-making are often decentralized and difficult to control.
3. It’s expensive.
If you think developing, designing and launching a brand is expensive, think again. Implementing your brand easily costs 10x more. And it requires about 5x more resources. And it can take at least 2x as long.
4. It’s murky.
And, lastly, the brand implementation industry itself is a bit, say, opaque. Too often we come across vendors, large or small, trying to capitalize on the complexities and uncertainties of implementation, by putting buck before brand.
And that's why we started SIGNER.
We're driven by making the implementation process easy, transparent and efficient. We work hand in hand with clients and their design agencies on establishing an implementation strategy, budget, program and team that's fit-for-purpose (we don't believe in all-in-one best practices).
We provide tailored consulting and program management services in the following areas: