Before You Rebrand: 6 Questions to Ask About Your Signage Plan

Rebranding a company is exciting and high-stakes, but when it comes to signage, many brand managers underestimate just how complex the rollout can be. A single oversight in signage planning can stall your timeline, blow up your budget, or result in inconsistent brand presentation across locations. That’s why early planning for your signage rebrand is critical.

These six questions will help facilities, brand, and operations leaders avoid common pitfalls and ensure a smooth transition to your new signage. The earlier you ask these questions, the fewer surprises you’ll encounter down the line.

1. Have You Mapped Your Current Signage Footprint?

You can’t build an accurate plan or realistically budget without a full inventory. That means every sign at every location needs to account for:

• Dimensions
• Illumination (internal, external, none)
• Sign Type (channel letters, cabinets, vinyl overlays, digital screens, etc.)
• Mounting and structure
• Power requirements & availability
• Overall condition

Many signage project delays happen simply because teams didn’t realize how many variations exist across their own footprint. A proper audit is the first step toward an effective and efficient rebrand rollout.

2. Do You Know Which Signs Need to Change and When?

Not every site needs the same level of intervention. Some may require a full sign replacement, while others can be updated with a face swap or vinyl overlay. Understanding the right level of update for each location helps to:

• Prioritize critical locations
• Phase the rollout efficiently
• Optimize budget and materials
• Avoid unnecessary work

Strategic phasing is especially important if your rebrand has a firm launch date or if you’re trying to avoid business disruptions.

3. Are You Factoring in Permitting and Landlord Approvals?

Permitting can be one of the biggest hidden obstacles in signage rebrand planning. Some municipalities take three months or more just to process applications. Add in landlord approvals, which have their own criteria, and timelines can slip fast if you’re not ahead of the game.

Start early, and make sure your signage partner knows the ins and outs of permitting requirements. They should also have established experience in your industry vertical.

4. Who's Coordinating the Rollout?

Signage touches multiple departments: branding, real estate, facilities, marketing, legal, and finance. It also requires coordination with outside vendors, landlords, city officials, and installers. If no one is clearly owning the signage rollout, things fall through the cracks.

Establish a clear chain of command early. Whether it's internal leadership or an external signage program manager, someone must be tasked with keeping all parts moving in sync.

5. Are Your Vendors Equipped for a National Rollout?

A great-looking design is worthless if your vendor can’t execute in all your markets, or gets hit with compliance violations. You need a signage partner who:

• Understands local codes across jurisdictions
• Can scale design, fabrication, and installation across states
• Offers consistent quality and brand adherence
• Has the insurance, licensing, and safety protocols to operate nationally

Partnering with the right vendor reduces risk, especially when you're juggling dozens, or even hundreds of sites.

Project Highlight: Buffalo Bills Highmark Stadium Rebrand

6. How Will You Manage Installation Across Multiple Sites?

Sign installation is never a one-size-fits-all process. Each site has unique challenges:

• Varying electrical access
• Local ordinances and installation time windows
• Traffic management or crane permits
• After-hours or restricted access

Plan Ahead to Avoid the Signage Rebrand Pitfalls

Too often, signage is an afterthought in the rebrand process. Delays, unexpected costs, and inconsistent results are all symptoms of not asking the right questions early enough.

If a signage rebrand is on your horizon, now is the time to get expert support. Flexlume specializes in helping brands navigate signage complexity with confidence. This includes inventory audits, permitting, fabrication, and national installation. We bring structure to chaos and help you launch your brand the right way.

Book a consultation with our signage experts before your rebrand timeline is finalized.