Get it Right?

Experienced marketers evolve their brands over time to keep them relevant. Some do it well, while many businesses make many common mistakes. To get your next rebrand right for success, make sure you talk to a branding consultant who knows and understands your business and market.

Many times on this blog we have featured the amazing results of Speedy Signs and Signarama.com.au rebrands from across the country. The decision for a company to engage in a rebranding campaign is one of the most difficult and complex that they can make. Rebranding is a major undertaking that will involve all aspects of your business and all of your employees. If you are still hesitant about rebranding your company, you may want to consider a brand refresh instead. However, first you must know the difference between the two.

Brand Management Means Knowing When to Say ‘No’

The purpose of a rebrand is to recreate your company in the eyes of its target market. A full scale rebrand of your company is a complex, multiple-step process that is reminiscent of an Extreme Makeover. What’s more, it is not always warranted. Sometimes the most important decision you can make about a rebrand is not to rebrand at all.

On the flip side, a brand refresh is less invasive. Instead of totally recasting your brand, are fresh simply modernizes certain aspects of your logo, for example, to make your brand look “new” while still maintaining the old colors or designs which customers associate with your business. Think Pepsi. That company continually refreshes its image while maintaining its iconic red, white, and blue logo theme, yet its core message and business remains the same in the eye of the consumer.

Do you have a National or Australasian Brand? Speedy Signs and SIGNARAMA Australia Can Help!

With over 25 years of experience in the sign industry, Speedy Signs and SIGNARAMA have overseen many rebrands and is versed in brand management. Our experts can help your company to succeed in this process. Read our free guide today to get started and review the Speedy Signs rebranding checklist.

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Visit http://thesignwriters.com.au for excellent resources and information about Business Signage and the Sign Writing Industry.

Our experienced sign makers and sign writers work hard to provide a wide range of business signs and graphics. Including vehicle signage, outdoor signs, custom graphics and will also specialise in painted signage.

We are located in New Lynn,  West Auckland and we service all the surrounding areas. We want your sign to stand out, look great and succeed! Where many of our competitors just make signs, we pay particular attention to how our signs will help grow your business or organisation. This changes the way we work – always looking to provide helpful advice and deliver value for money “a sign at the right price, will do the right job!”

For more information in what we do, click ‘Here’ to view our Products & Services or call us today on 09 8261115.  As well as offering FREE quotes on all jobs, we can also come to your location and help you with your signage questions.

Latest News

We have moved to a better and larger location to help meet demand and allow our customers easy access to our Aucland Sign Centre. Our new address is 4A Clark Street, New Lynn, Auckland 0600. Click here to view our location on Google Maps.

Like us on Facebook for a FREE all weather vinyl sticker! “Like” Speedy Signs West Auckland’s Facebook page this month, let us know and we will send you a free ‘Find us on Facebook’ graphic sticker, perfect for your company car or shop front window. Already ‘Like’ us? Share our page with your friends and when they Like us, we will send you both a ‘Find us on Facebook’ graphic sticker! Don’t miss out click here!

Our Work

Contact Speedy Signs West Auckland

Owners: Paul & Joanne Northover 
Website: www.speedysigns.co.nz
Email Us: Speedy Signs West Auckland
Phone: (09) 826 1115 or 0800 773 339 
Address: 4A Clark Street, New Lynn, Auckland.

Speedy Signs Hamilton are the true experts when it comes to designing, manufacturing and installing professional sign writing business signage. Our signs always stand out, ranging from acrylic, PVC, metal and timber based signs. We also have the latest technology for Electronic Display Systems, illuminated light boxes, LED, banners, three-dimensional signs.

Make sure you company is seen and well represented with pavement signs, window signs and car signage graphics. For your shop or office window, etched and frosted window effects and temporary corflute signage look fantastic. Importantly our work also includes full colour digital imaging for external and internal digital banners, other digital signage requirements, as well as trade show signs and other display forms for conferences and expos.

We have worked alongside some of New Zealand’s best-known companies and have delivered a consistently high standard of excellence for their signage. In the past we have serviced companies such as Stirling Sports – Westfield, Coca-Cola Amatil Ltd (L&P Bottle refurbish), Environment Waikato, Sky City Casino, Waikato District Council, Woolworths New Zealand, Progressive Enterprises, Carter Holt Harvey, Hallensteins, Cookie Time and many more large, well-known companies. The refurbishment of the Waikato District Health Board is our main on-going project at present.

Our employees are Site Safe registered and we also have a high level of Occupational Health & Safety (OSH) procedures in place.

Contact Speedy Signs Hamilton today for our expert advice and years of experience!

Owners: Antony and Toni Joll
Website: www.speedysigns.co.nz
Email Us: Speedy Signs Hamilton
Phone: (07) 846 0100 or 0800 773 339
Address: 4 King Street, Hamilton

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Visit signs.org for excellent resources and information about Business Signage and the Sign Writing Industry.

Did you know?

• Signage is the most cost effective form of advertising.
• Signage can be responsible for half of your customers – that’s right, 50 percent!
• Signage is so important that without it you may not get a loan for your business.
• Signage is an investment that will pay a return many times over and for 5 to 10 years.
• A well-designed, well-placed sign can generate huge profits, especially when part of an overall marketing strategy.

Signage can no longer be an afterthought. Businesses can no longer afford to just “hang up a shingle” or throw up some plywood with painted letters. In order to compete in today’s competitive marketplace, you must think of your sign as a sophisticated, powerful marketing tool. It should work for you 24 hours a day, 7 days a week, 365 days a year, creating the first impression of your business, telling people who you are, where you are and what you offer.

You might be thinking…

• What are the elements of good signage?
• What kind of sign do I need?
• What do I need to know before buying a sign?
• Where do I get a sign?
• Where can I find a sign company?
• How can I reap the benefits of good signage?
• How can I maximize signage benefits for my business?

Contact Speedy Signs today on 0800 773 339 and we will help answer all your questions about advertising your business with cost effective signs.

SPEEDY SIGNS have years of experience so, you can rest assured that the signage advice provided to you is trustworthy. SPEEDY SIGNS will work with you to create business signage that really drives your message home and gives your company the edge that it has been waiting for!

Speedy Signs – Create Business! See our Latest Promotion for Display Flags!

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Visit signs.org for excellent resources and information about Business Signage and the Sign Writing Industry.

Scared your re-brand will flop?

For smaller businesses with less capacity for risk-taking, a rebrand can seem terrifying; a ‘no-go zone’ that’s exclusively for bigger fish. However, rebranding and refreshing aren’t only for the big boys! If you have a smaller business and want it to grow (along with your bottom line) then you need to stay in the game. The marketplace is always changing and evolving and businesses that want to survive need to keep their fists up!

‘’But what if it’s a flop?’’

you ask…. Well, to be honest, it may be a big flop if you close your eyes, pull the trigger and hope for the best. Don’t do that! Knowledge is power. Equip yourself with these guidelines to ensure that you get your re-brand right.

• TIP ONE

Understand the difference between re-branding & refreshing.

Firstly, a brand is not a logo. A brand is the entire spectrum of touch-points between your business and your customers.

It is your identity. It is how the marketplace perceives you and it is the experience that your customers expect from interaction with you. Your brand encompasses your business’ personality, your story and how you connect with your target market.

Branding is more about perception than reality. What the market perceives as truth about your brand may as well be the truth. Even if your product or service stays the same, a different brand perception can be created.

Altering your brand can either involve rebranding or refreshing, which are two very different things. Rebranding occurs when a business aims to establish a new identity or perception in the eyes of its target market. It involves substantial change to the logo and brand image.

Refreshing a brand may also involve an adjustment to the logo or tagline but it is only slight and is still consistent with all other aspects of a brand’s identity. Pepsi refreshes. Their logo has stayed almost the same for decades, only incorporating slight alterations to ensure that their image is as up-to-date as possible for their target market.

• TIP TWO

Consider your target market preferences.

Both rebranding and refreshing need to always incorporate target market preferences.
To stay in the game, you need to solve their problem, not just sell a product.

Analyse your target market preferences and then establish whether your brand reflects them or not. If your brand does not reflect them, then alter your brand to do so through rebranding or refreshing. This aids reconnection with the target market.

Consider Price Waterhouse Coopers that recently underwent a rebrand. A highly distinguished graphic designer, Karoline Cummings (Clear Identity Graphic Design) summed it up quite nicely:

‘’Personally, I like the new PwC logo: its modern, slightly complex design comes across to look quite simple with a colour palette that sits on one side of the wheel (nice way to illustrate
the way they take the complex and make it simple for the client). I also like that they took on board the fact that staff/clients referred to the company as “PwC” and implemented that
formally in the rebrand – shows care, consideration and listening to key stakeholders (which is important for any business to illustrate).’’

• TIP THREE

Failing to plan is planning to fail.

A GPS won’t direct you until you put in an address. Likewise, a business with no direction goes nowhere.

When rebranding or refreshing, you need to have a plan. You need to establish clear objectives and work towards those.

When planning, something that is not to be overlooked is positioning. Consider where you want to position your brand in the marketplace and how you will differentiate it from your competitors. What personality do you want it to take on? Consider Ralph Lauren. They are positioned not only as a quality clothing brand (there are many of those) but also as a very strong status symbol for those that wear it. Their brand personality oozes through every touch-point with their customers. They didn’t get there by accident, they planned it. You should do the same.

• TIP FOUR

Rebrand when the time is right.

The right time for you to rebrand or refresh depends on your customers. When their preferences change, that is the time for your brand to change.

ANZ recently refreshed their brand when, after significant research, they found that their target market wanted to feel that they empathised with people. ANZ updated their tagline and logo to accommodate this.

Something to also consider is when NOT to rebrand or refresh. Rebranding or refreshing for any reason apart from your target market preferences is not a good idea. Each situation is different and you need to understand yours properly before contemplating a change. Consider your current brand equity (positive brand association, personality and reputation). It takes hard work, time, money and consistency to establish a brand personality and reputation.

Don’t throw away brand equity unless you have to. First, analyse your target market preferences. If they haven’t changed but your brand does not reflect them, then alter your brand to do so. If they have changed and your brand does not reflect them, alter your brand to do so. Otherwise, don’t touch it!

In summary, if you are feeling the itch to rebrand or refresh, first go to the market.

• TIP FIVE

Get trendy.
Understand trends and use them to your advantage.

Rebranding to achieve a competitive advantage is something to aim for.

It can put you in a position of attack rather than defence and also help to improve growth and sustainability within your business. How do you do this? You need to follow and understand the trends that are occurring within your industry. You then need to leverage that knowledge by applying those trends when rebranding. It also helps to keep a close eye on your competition (they are likely to be keeping a close eye on you).

• TIP SIX

Be consistent across all touch points.

People like brands that they can understand. They like being able to associate a personality and an expected result to a brand.

Rebranding and refreshing can be very powerful in the hands of the knowledgeable, so go forth and fear not! Understandably then, rebranding can confuse customers. Brands can quickly become unrecognisable and this is dangerous. Effective rebranding minimises risk through consistency. Consider that Bupa. HBA, MBF and Mutual Community were recently rebranded
as Bupa. Confusion was minimised through consistent updating and simultaneous launching of all aspects of the rebrand. From brochures to new membership cards, shop signage and uniforms, everything was updated with consistency in mind. The Bupa logo also incorporated characteristics of the original three logos to aid recognition.

• A Final Word:

Rebranding and refreshing can be very powerful in the hands of the knowledgeable, so go forth and fear not!

• Do you need branding advice you can trust?

For over 12 years, SPEEDY SIGNS consultants have been working closely with companies to create customised branding and signage strategies that expertly translate their company image into signage that makes a lasting impression, and we can do the same for you.

With 23 locations across New Zealand, there is a consultant near you that can give you personal, tailored service and advice that is specific to your business needs. Your very own signage consultant has access to the latest technologies, products and materials that others simply do not have.

Add this to their exceptional branding and design expertise and there are no limits in creating the perfect signage strategy for your company. Whether you have a big branding project or a small branding project, fully developed artwork or none at all, your SPEEDY SIGNS consultant can provide you with a level of service and skill that will exceed your expectations.

With years of experience behind us, you can rest assured that the signage advice provided to you is trustworthy. SPEEDY SIGNS will work with you to create signage that really drives your message home and gives your company the edge that it has been waiting for.

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Vinyl Banners are extremely versatile, cost effective and can be mounted, hung or suspended outside or inside. The most popular lightweight and weather proof exterior signage solution you can buy.

Outdoor vinyl banner signs can be used and re-used for many years and for a number of different applications. Look no further than a full colour vinyl pvc banner. All of our banners are weather proof, fade resistant and made from high quality vinyl tough enough to withstand wear from the elements.

We use wide format digital colour printers that allow our clients to translate any branding or complex imagery into beautiful exterior pvc vinyl signage to catch the eye of customers and passers by.

Banner mounting or banner tracking for exterior banners using banner frames will keep your vinyl banner taught and business message easily readable for everyone to see. Our team of expert fitters can wall mount and frame your vinyl banner signage high above your premises for maximum exposure or we can mount your vinyl banners on external railings, fences or any other surface or area outside your business, school or event.

Examples of our Exterior Banners

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Speedy Signs Manukau Auckland

• Who we are: We are a South Auckland Signwriter situated on the commercial fringe of Central Manukau City.  From traditional painted signwriting and vinyl graphics through to digital printing and EDS (Electronic Digital Signs) we can custom make a sign solution tailored to your business.

• Company History: Speedy Signs Manukau has been owned and operated by Bruce & Lynette Hopkins since its inception in May 2000.  It was the third Speedy Signs store to open in NZ and has grown to become the largest volume store, as well as having been the first store to do $1million sales in a year. As a result of the success of their business, Bruce & Lynette were the first Speedy Signs owners to be inducted into the worldwide Sign*A*Rama/Speedy Signs Hall of Fame at the World Expo in March 2008.

• The Team: Bruce and Lynette have a great team working with them including Paul Martin, Division Manager; Rowan Wilson, Business Development; Deborah in administration and Natasha Mannering in customer services.  Wayne Trout is Production Supervisor with Scott Epskamp, Dave Warner, Jamie Roberts, Louie Kajtazi, Brett Desmond and Shailendra Narayan in his team.

• What we do best: From traditional painted sign writing and vinyl graphics through to digital printing and EDS (Electronic Digital Signs) we can custom make a sign solution tailored to your business.

Speedy Signs Manukau is also a strong supporter of a number of charities including the South Auckland Hospice; The River of Life Trust – serving Papakura Youth; Westpac Rescue Helicopter; Cure Kids and @Heart NZ Inc.

With locations around the world already servicing many major companies on local and regional levels, Speedy Signs Manukau would be happy to add your company to their ever growing list of satisfied clients by handling your next project with prompt service, high quality products and professional results.

Speedy Signs is a member of the worldwide Sign*A*Rama franchise network, which started with one store in New York in 1986 and has grown to over 800 locations in 40 countries.

Since opening the first NZ store in February 1988, Speedy Signs has positioned itself as New Zealand’s leading sign organisation with 23 stores operating from Auckland to Invercargill.

• Our Work

Contact Bruce & Lynette Hopkins at Speedy Signs Manukau on (09) 278 7837 or 0800 773 339 for professional advice and friendly service to help promote your business!

Contact: Bruce and Lynette Hopkins
Website: www.speedysigns.co.nz
Email Us: Speedy Signs Manukau
Phone: (09) 278 7837 or 0800 773 339
Address: 141 Cavendish Drive, Manukau, Auckland City

This years Sign Awards are proudly sponsored by:

Here is the official list of Winners:

Vehicle Graphics Category Vinyl

1st Place Speedy Signs Hamilton

Vehicle Graphics Category Digital

1st Place Speedy Signs Dunedin

Outdoor Signs Category Digital

1st Place Speedy Signs Tauranga

Point Of Sale Signs Category Digital

1st Place Speedy Signs Hamilton

Window Graphics Signs Category Glass Work

1st Place Winner Speedy Signs Manukau Auckland

3D Dimensional Signs Category

1st Place Winner Speedy Signs Dunedin

Illuminated Signs Category Neon, LED and BACKLIT Signs

1st Place Winner Speedy Signs Downtown Auckland

General Signs Designed Internally Category

1st Place Winner Speedy Signs East Tamaki Auckland

General Signs Designed Externally Category

1st Place Winner Speedy Signs East Tamaki Auckland

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Speedy Signs – Create Business!

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I am a big believer in taglines. They are an effective way to communicate the brand’s “unique value proposition” powerfully, succinctly and memorably. It is very difficult to create the perfect tagline, however, because of all of the objectives that it must accomplish:

• It communicates the brand’s “unique value proposition”
• In an economy of words
• It is believable for the brand
• Competitive brands are not saying and cannot say the same thing
• It is memorable – it must stick in people’s minds
• It can’t be trite
• It needs to do more than just refer to the product category
• It should not promise a “cost of entry” benefit for the category
• Ideally, it is entertaining or emotionally appealing

Common tagline mistakes:

• Claiming something that is overused or trite
  • We are the [quality/service/innovation] leader
  • Excellence in all that we do
  • You can count on us
  • We care about people
• Saying something that sounds good (is “catchy”) but that does not differentiate the brand in a meaningful way
• Communicating what product category the brand is in…period.
• Claiming a benefit that all brands in the category must deliver (a “cost of entry” benefit)
• Saying something that many or all brands in your brand’s category could also say
• Saying something that is so broad that it is meaningless
• Saying something that is too complicated or confusing
• Using too many words

Taglines must be developed based on a well thought through “unique value proposition” informed by customer insight. Only then should one begin the process of generating hundreds, if not thousands, of tagline options, which will be evaluated against the above mentioned criteria to filter out all but the most powerful options.

Contact your local SPEEDY SIGNS sign centre for advice on the appropriate sign options for you.

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Speedy Signs – Create Business! 

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About Speedy Signs Albany business signage solutions.

At Speedy Signs Albany we focus on friendly personal service while supplying customers with cost effective, quality business signage solutions.

Based in the North Harbour Industrial Estate on the North Shore of Auckland, Speedy Signs Albany provide all types of signage including vehicle graphics, building signage, window graphics, illuminated signage, banners, footpath signs and 3D letters.

We also provide logo design, wide format digital printing, small to large runs of decals of any size or shape, car magnetic signage, point of sale signage, trade show signage including banner walls and pull-up banner stands and neon signage.

Meet the Speedy Signs Albany Team!

Chris Cooke – Managing Director /sales / The grumpy old dude

Tracey Cooke – Financial Controller /admin /sales /General dog’s body

Mauricio Benega – Production Manager / Graphics Design – The Brazilian dude with the great ideas

Mark Hoyle – Sales & Marketing rep / The dude that gets our name out their every day

Norbert Meineke – Senior Sign Writer/ Installer – our friendly sign writer and great installer Germany

Helen Bruce – Sign writer – Our cheerful, smily sign writer extraordinaire

Would you like to contact Chris for a free consultation? Don’t lose any time Contact Speedy Signs Albany Auckland today!

Speedy Signs Albany - Auckland
Contact: Chris Cooke
Phone: (09) 414 5220 or 0800 773 339
Website: http://www.speedysigns.co.nz/Albany
Facebook: http://www.facebook.com/speedysignsalbany
Address: 68 Paul Matthews Road, North Harbour, Auckland

Latest Client Projects!