Sign Asset Management: The Missing Link in the Signage & Wayfinding Value Chain
The Missing Link
Signage and wayfinding systems are a critical component of modern infrastructure, ensuring seamless navigation for visitors, customers, and employees alike, and sharing crucial safety and regulatory information. From hospitals to airports, shopping malls to corporate campuses, wayfinding systems guide people through complex environments with ease. However, one often-overlooked aspect of this value chain is sign asset management — a practice that, when neglected, can have significant implications for both organizations and end-users.
The Wayfinding & Signage Value Chain
The value chain for wayfinding and signage typically includes the following stages:
- Design & Planning: Developing signage systems that align with the branding, architecture, and functional needs of the space.
- Manufacturing: Producing high-quality signs with durable materials.
- Installation: Strategically placing signs to maximize visibility and usability.
- Maintenance: Ensuring signs remain in good condition over time.
- Sign Asset Management: Tracking, monitoring, and optimizing the lifecycle of signage assets.
While the first four stages usually receive significant attention, sign asset management is often relegated to an afterthought. This oversight can lead to inefficiencies and a diminished user experience.
Why is Sign Asset Management Overlooked?
- Perceived Simplicity of Signage: Many organizations view signage as static assets that require minimal attention once installed. This mindset ignores the dynamic nature of environments where signs may need updates or replacements due to wear-and-tear or changes in layout.
- Lack of Dedicated Systems: Unlike other asset categories (e.g., machinery or IT equipment), signage rarely benefits from robust asset management systems. Without centralized tools to track their condition and location, signs are prone to neglect.
- Budget Constraints: Organizations often prioritize upfront costs like design and installation while underestimating the long-term value of maintaining and managing signage effectively.
Implications for Visitor or Traveler Experience
Neglecting sign asset management can significantly impact the end-user experience:
- Confusion and Frustration: Missing or outdated signage can lead to disorientation, especially in high-stakes environments like hospitals or airports.
- Accessibility Challenges: Poorly maintained signs may fail to meet accessibility requirements (e.g., tactile lettering or braille), creating barriers for individuals with disabilities.
- Brand Perception: Damaged or inconsistent signage reflects poorly on an organization’s professionalism and credibility.
- Operational Inefficiencies: Inadequate wayfinding can result in delays, missed appointments, or lost productivity for both visitors and staff.
The Case for Effective Sign Asset Management
Investing in sign asset management offers numerous benefits:
- Enhanced User Experience: Regular inspections and updates ensure that signage remains clear, accurate, and accessible.
- Cost Efficiency: Proactive maintenance extends the lifespan of signage assets and reduces the need for costly replacements.
- Regulatory Compliance: Properly managed signs help organizations meet legal requirements such as ADA standards.
- Data-Driven Decisions: Advanced asset management systems provide real-time insights into asset performance, enabling better planning and budgeting.
Conclusion
Sign asset management is not just a logistical necessity but a strategic advantage in the wayfinding and signage value chain. By integrating it into their operations, organizations can enhance visitor satisfaction, optimize costs, and uphold their brand image. It’s time to recognize sign asset management as the vital link that ensures the entire system functions seamlessly — because when people navigate spaces effortlessly, everyone wins.
By James Bosma, VP Marketing Communications
February 12, 2025
