The sign making process has advanced throughout the years however, and since the 90s much like everything else, the handmade processes of the past have gradually been replaced with computers and automated plotters and printers. Someday the entire process may be automated, but for the moment the human hand is still needed throughout it.
Typically there are four main jobs in a sign company. These four duties typically can be catagorized as Sales, Design, Production, and Installation. A larger sign company sometimes has someone to fill each of these duties. More common however, are the smaller companies, in which it's workers must fill several of these duties. Successful companies should expect their employees to be able to perform any of these duties as needed, and perform them well. Each process is equally important and all take the three P's ... practice, patience, and pride. I will go over each duty in more detail in later blogs, but for now, here is a brief description of each...
SALES
The process begins with the first duty, sales. After all, you can't make money making signs if you have no one to make them for. Selling signs is similar to selling anything where the most important aspect of it is knowing your product. Since the product results from the work of the other three duties, no one in the company needs to have more knowledge of the process then the sales rep. From knowing what substrates and products to use in certain situations, to suggesting creative aspects of the sign to make it look unique yet functional, to calculating the time in which the signs can be created and delivered, it is essential that the salesperson can easily answer any questions the client may have.
Equally important is the salesperson's ability to effectively communicate to the rest of the sign making team the details of the order so that the resulting finished products meet and hopefully exceed the expectations of the customer. As a salesperson, you are the bridge between the client and the sign makers, and therefor good communication skills, a great attitude, and a strong attention to details is required to successfully fill this duty.
DESIGN
Much like the actor in a movie, as a designer, you are the talent. The design phase is what is going to set your sign company apart from the fifty or more other sign shops in the surrounding area. A successful sign is measured on it's ability to get the attention of it's target audience, and this all comes down to the design. A sign designer becomes very familiar with letter fonts, colors, and techniques to make them 'jump' or 'pop' off a sign and grab the viewer's attention. As the industry becomes more and more competitive, the design of a sign to be not only functional but unique as well becomes all the more important.
Much as the salesperson, equally important for the designer is a strong knowledge of not only the production process that follows the design, but also the unique qualities of the different materials that are to be used. In other words, the functionality of the sign isn't only measured in how great it looks, but also how well it holds up in the environment in which it is going to be placed. A strong designer knows not only what looks good, but also effective ways in which to help lower production time and still achieve a good look.
PRODUCTION / FABRICATION
Production is the backbone of any sign company. While it's true that many sign companies can hire just about anyone for the production roll, in order to be successful, the production specialists need to have a strong knowledge of the skills and materials needed to make a good sign. The key themes for production are speed, accuracy, and perfection.
Speed is the time spent creating the sign. Almost every sign order received has a deadline attached to it. The faster you complete an order = the more orders you can schedule per day = the more deadline restricted orders you can accept per time period = more income for the company...which then roughly translates into the easier it is for them to afford to keep you on board if not raise your pay.
Accuracy directly affects time as the more mistakes you make, the more time is needed to fix those mistakes. Learning good technique and practicing is the only way to increase this. Note: It is more important to be accurate then it is to be quick. Re-cuts and re-prints not only take time out of the production schedule, but also cut into the allotted materials for the job. Both time and materials are the company's main production costs, so cutting down on both will increase revenue.
Perfection is not only desired, it is required. The production person must not only put together the final product for the customer but also act as quality control. The shape of the product you are providing for the customer is a direct reflection of the quality of the work done by your company. Therefor shoot for perfection as you produce the sign.. look for flaws in the materials, fix mistakes when needed, and make sure everything is clean and shiny before handing it to the client.
INSTALLATION
Sign installers are one part contractor, one part carpenter, one part delivery person. Installations can come in all forms, from simply hanging a banner, to post and panel signs to more complex structural designs, to even more complicated vehicle wraps. Installations vary as much as the types of signs offered by your company. Often the more you are able to offer, the wider variety of customers you can accommodate, the more profit your company can earn.
Installers, like contractors, have to be able to not only build a structure but also have a knowledge base of rules and restrictions for the area that the sign is being installed. Things like right-away, and clearance are common terms the installer must become aware of. Installers in cities must be aware of underground pipes and wires in the area. They also have to have an awareness of where to place the sign to get the most visibility and exposure. For example angling a single faced sign correctly to catch the most traffic down a road.
Installers, much like carpenters, are very comfortable around tools. They must know what types of hardware to use depending on the situation and the structure being built. When building a structure they must recognize environmental conditions and adjust on the fly. For example, a large wooden post and panel sign may need to have it's holes dug deeper and filled with concrete if it is being placed in a large open field as it will be more affected by wind.
Installers, much like delivery men, may have to make many stops a day. Knowing the logistics of what they face throughout the day is key in assuring that the all orders scheduled that day get put up. Installers always follow the same rules as in production.. Speed, Accuracy , and Perfection. Remember as an installer, you are the last station of the assembly line before it is seen by the client. Your installation should be up to the standard that you want your company viewed as.
Finally the key to a successful sign business is communication. Weather you have two people or thirty people, working as a team with everyone on the same page is the most important piece of the puzzle. Like a machine, one rusty bolt can slow the whole process down. So make sure you are clean, shiny, oiled up and ready to crank out some signs.
