{"id":20220,"date":"2026-07-15T11:25:49","date_gmt":"2026-07-15T01:25:49","guid":{"rendered":"https:\/\/www.signmanager.com.au\/?p=20220"},"modified":"2026-07-15T11:35:19","modified_gmt":"2026-07-15T01:35:19","slug":"brand-drift-threat-to-multi-location-brands","status":"publish","type":"post","link":"https:\/\/www.signmanager.com.au\/index.php\/brand-drift-threat-to-multi-location-brands\/","title":{"rendered":"Brand Drift: The Silent Threat to Multi-Location Brands"},"content":{"rendered":"<div id=\"post-header-section\" class=\"tatsu-YggVR8k1e tatsu-section  tatsu-fullscreen post-header-section casestudy-banner-section  tatsu-clearfix\" data-title=\"Header Section\"  data-headerscheme=\"background--dark\"><div class=\"tatsu-fullscreen-wrap\"><div class='tatsu-section-pad clearfix' data-padding='{\"d\":\"0px 0px 0px 0px\"}' data-padding-top='0px'><div class=\"tatsu-row-wrap  tatsu-row-full-width tatsu-row-one-col tatsu-row-has-one-cols tatsu-zero-margin tatsu-no-gutter tatsu-eq-cols tatsu-fullscreen-cols  tatsu-clearfix tatsu-7v4X24u2Lo\" ><div id = \"post-banner-section\" class=\"tatsu-row post-banner-section\" ><div id=\"post-banner-col\" class=\"tatsu-column  tatsu-bg-overlay tatsu-one-col tatsu-column-align-middle tatsu-column-image-none tatsu-column-effect-none post-banner-col tatsu-B5F4FNQ3KH\"  data-parallax-speed=\"0\" style=\"\"><div class=\"tatsu-column-inner \" ><div class=\"tatsu-column-pad-wrap\"><div class=\"tatsu-column-pad\" ><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-Trq6Sa0I7u  banner-text\"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-Trq6Sa0I7u.tatsu-text-block-wrap .tatsu-text-inner{width: 68%;text-align: left;padding: 0px 0px 0px 10%;color: rgba(13,14,61,1) ;}.tatsu-Trq6Sa0I7u.tatsu-text-block-wrap{margin: 0px 0px 0px 0px;}.tatsu-Trq6Sa0I7u .tatsu-text-inner *{color: rgba(13,14,61,1) ;}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-Trq6Sa0I7u.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}}@media only screen and (max-width: 767px) {.tatsu-Trq6Sa0I7u.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;}}<\/style>\n<h1><strong>Brand Drift: The Silent Threat to Multi-Location Brands<\/strong><\/h1>\n<\/div><\/div><\/div><\/div><div class = \"tatsu-column-bg-image-wrap\"><div class = \"tatsu-column-bg-image tatsu-bg-lazyload\" data-src = \"\"><\/div><\/div><div class=\"tatsu-overlay tatsu-column-overlay tatsu-animate-none\" ><\/div><\/div><style>.tatsu-row > .tatsu-B5F4FNQ3KH.tatsu-column{width: 100%;}.tatsu-B5F4FNQ3KH.tatsu-column > .tatsu-column-inner{background: linear-gradient(90deg, rgba(255,255,255,1) 24%, rgba(255,255,255,0.8) 37%, rgba(255,255,255,0.5) 51%, rgba(0,0,0,0) 68%, rgba(0,0,0,0) 100%);}.tatsu-B5F4FNQ3KH.tatsu-column{margin: 0px 0 0 0 !important;}.tatsu-B5F4FNQ3KH.tatsu-column > .tatsu-column-inner > .tatsu-column-overlay{mix-blend-mode: normal;}.tatsu-B5F4FNQ3KH > .tatsu-column-inner > .tatsu-top-divider{z-index: 9999;}.tatsu-B5F4FNQ3KH > .tatsu-column-inner > .tatsu-bottom-divider{z-index: 9999;}.tatsu-B5F4FNQ3KH > .tatsu-column-inner > .tatsu-left-divider{z-index: 9999;}.tatsu-B5F4FNQ3KH > .tatsu-column-inner > .tatsu-right-divider{z-index: 9999;}@media only screen and (max-width:1377px) {.tatsu-row > .tatsu-B5F4FNQ3KH.tatsu-column{width: 100%;}}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-row > .tatsu-B5F4FNQ3KH.tatsu-column{width: 100%;}}@media only screen and (max-width: 767px) {.tatsu-row > .tatsu-B5F4FNQ3KH.tatsu-column{width: 100%;}}<\/style><\/div><\/div><\/div><\/div><div class=\"tatsu-section-background-wrap\"><div class = \"tatsu-bg-blur\" style = \"background-image : 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class = \"tatsu-section-background tatsu-bg-lazyload\" data-src = \"https:\/\/www.signmanager.com.au\/wp-content\/uploads\/2023\/09\/image1-2.png\"><\/div><\/div><\/div><style>.tatsu-YggVR8k1e.tatsu-section{background-color: #323232;}.tatsu-YggVR8k1e .tatsu-section-background{background-image: url(https:\/\/www.signmanager.com.au\/wp-content\/uploads\/2023\/09\/image1-2.png);background-repeat: no-repeat;background-attachment: scroll;background-position: bottom right;background-size: cover;}.tatsu-YggVR8k1e .tatsu-bg-blur{background-repeat: no-repeat;background-attachment: scroll;background-position: bottom right;background-size: cover;}.tatsu-YggVR8k1e > .tatsu-bottom-divider{z-index: 9999;}.tatsu-YggVR8k1e > .tatsu-top-divider{z-index: 9999;}.tatsu-YggVR8k1e .tatsu-fullscreen-wrap{align-items: center;}@media only screen and (max-width: 767px) {.tatsu-YggVR8k1e .tatsu-section-background{background-position: center right;}.tatsu-YggVR8k1e .tatsu-bg-blur{background-position: center right;}}<\/style><\/div><div id=\"post-second-section\" class=\"tatsu-wDeMXIIpE8 tatsu-section  post-second-section casestudy-section1  tatsu-clearfix\" data-title=\"second section\"  data-headerscheme=\"background--dark\"><div class='tatsu-section-pad clearfix' data-padding='{\"d\":\"78px 0px 70px 0px\",\"m\":\"50px 0px 50px 0px\",\"t\":\"60px 0px 60px 0px\"}' data-padding-top='50px'><div class=\"tatsu-row-wrap  tatsu-wrap tatsu-row-one-col tatsu-row-has-one-cols tatsu-zero-margin tatsu-medium-gutter tatsu-reg-cols  tatsu-clearfix tatsu-nyCk1mE-n\" ><style>.tatsu-nyCk1mE-n.tatsu-row-wrap > .tatsu-row{padding: 0px 0% 0px 0%;}<\/style><div  class=\"tatsu-row \" ><div  class=\"tatsu-column  tatsu-column-no-bg tatsu-one-col tatsu-column-align-middle tatsu-column-image-none tatsu-column-effect-none  tatsu-zTF22aXGK-\"  data-parallax-speed=\"0\" style=\"\"><div class=\"tatsu-column-inner \" ><div class=\"tatsu-column-pad-wrap\"><div class=\"tatsu-column-pad\" ><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-1GoxghLV1q  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-1GoxghLV1q.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;color: rgba(13,14,61,1) ;}.tatsu-1GoxghLV1q .tatsu-text-inner *{color: rgba(13,14,61,1) ;}.tatsu-1GoxghLV1q.tatsu-text-block-wrap .tatsu-text-inner *{}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-1GoxghLV1q.tatsu-text-block-wrap .tatsu-text-inner{padding: 1px 10% 0px 10%;}}@media only screen and (max-width: 767px) {.tatsu-1GoxghLV1q.tatsu-text-block-wrap{margin: 30px 0px 30px 0px;}.tatsu-1GoxghLV1q.tatsu-text-block-wrap .tatsu-text-inner{padding: 0px 0px 0px 0px;}}<\/style>\n<p>Walk past three of your own locations on the same afternoon and you may not recognise all of them as the same brand. One storefront wears a crisp, on-brand fascia. The next still shows the logo you retired two years ago.<\/p>\n<p>The third has a sign a local supplier put up in a hurry &#8211; close to your colours, but not quite. Individually, none of these is a disaster. Together, they tell your customers a quietly damaging story: that your brand is fraying at the edges.<\/p>\n<p>This slow unravelling has a name. It is called brand drift, and for any business operating across multiple sites, it is one of the most underestimated threats to the value of your brand.<\/p>\n<\/div><\/div><\/div><\/div><div class = \"tatsu-column-bg-image-wrap\"><div class = \"tatsu-column-bg-image tatsu-bg-lazyload\" data-src = \"\"><\/div><\/div><\/div><style>.tatsu-row > .tatsu-zTF22aXGK-.tatsu-column{width: 100%;}.tatsu-zTF22aXGK-.tatsu-column > .tatsu-column-inner > .tatsu-column-pad-wrap > .tatsu-column-pad{padding: 0px 25px 0px 0px;}.tatsu-zTF22aXGK-.tatsu-column > .tatsu-column-inner > .tatsu-column-overlay{mix-blend-mode: none;}.tatsu-zTF22aXGK- > .tatsu-column-inner > .tatsu-top-divider{z-index: 9999;}.tatsu-zTF22aXGK- > .tatsu-column-inner > .tatsu-bottom-divider{z-index: 9999;}.tatsu-zTF22aXGK- > .tatsu-column-inner > .tatsu-left-divider{z-index: 9999;}.tatsu-zTF22aXGK- > .tatsu-column-inner > .tatsu-right-divider{z-index: 9999;}@media only screen and (max-width:1377px) {.tatsu-row > .tatsu-zTF22aXGK-.tatsu-column{width: 100%;}}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-row > .tatsu-zTF22aXGK-.tatsu-column{width: 100%;}.tatsu-zTF22aXGK-.tatsu-column > .tatsu-column-inner > .tatsu-column-pad-wrap > .tatsu-column-pad{padding: 0px 0px 0px 0px;}}@media only screen and (max-width: 767px) {.tatsu-row > .tatsu-zTF22aXGK-.tatsu-column{width: 100%;}.tatsu-zTF22aXGK-.tatsu-column > .tatsu-column-inner > .tatsu-column-pad-wrap > .tatsu-column-pad{padding: 0px 0px 0px 0px;}.tatsu-zTF22aXGK-.tatsu-column{margin: 0 0 0px 0 !important;}}<\/style><\/div><\/div><\/div><\/div><div class=\"tatsu-section-background-wrap\"><div class = \"tatsu-section-background tatsu-bg-lazyload\" data-src = \"\"><\/div><\/div><style>.tatsu-wDeMXIIpE8.tatsu-section{background-color: rgba(241,242,245,1);}.tatsu-wDeMXIIpE8 .tatsu-section-pad{padding: 78px 0px 70px 0px;}.tatsu-wDeMXIIpE8 > .tatsu-bottom-divider{z-index: 9999;}.tatsu-wDeMXIIpE8 > .tatsu-top-divider{z-index: 9999;}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-wDeMXIIpE8 .tatsu-section-pad{padding: 60px 0px 60px 0px;}}@media only screen and (max-width: 767px) {.tatsu-wDeMXIIpE8 .tatsu-section-pad{padding: 50px 0px 50px 0px;}}<\/style><\/div><div id=\"post-third-section\" class=\"tatsu-C9HZYKQ-JL tatsu-section  post-third-section grey-background-section casestudy-section2  tatsu-clearfix\" data-title=\"third section\"  data-headerscheme=\"background--dark\"><div class='tatsu-section-pad clearfix' data-padding='{\"d\":\"70px 0px 70px 0px\",\"m\":\"50px 0px 50px 0px\",\"t\":\"60px 0px 60px 0px\"}' data-padding-top='50px'><div class=\"tatsu-row-wrap  tatsu-wrap tatsu-row-one-col tatsu-row-has-one-cols tatsu-medium-gutter tatsu-reg-cols  tatsu-clearfix tatsu-w-_pfqovvD\" ><style>.tatsu-w-_pfqovvD.tatsu-row-wrap > .tatsu-row{padding: 0px 0% 0px 0%;}<\/style><div  class=\"tatsu-row \" ><div  class=\"tatsu-column  tatsu-column-no-bg tatsu-one-col tatsu-column-align-middle tatsu-column-image-none tatsu-column-effect-none  tatsu-fROsevS1Ct\"  data-parallax-speed=\"0\" style=\"\"><div class=\"tatsu-column-inner \" ><div class=\"tatsu-column-pad-wrap\"><div class=\"tatsu-column-pad\" ><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-fdzHDLGFvfO  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-fdzHDLGFvfO.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;color: rgba(13,14,61,1) ;}.tatsu-fdzHDLGFvfO .tatsu-text-inner *{color: rgba(13,14,61,1) ;}.tatsu-fdzHDLGFvfO.tatsu-text-block-wrap .tatsu-text-inner *{}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-fdzHDLGFvfO.tatsu-text-block-wrap .tatsu-text-inner{padding: 0px 10% 0px 10%;}}@media only screen and (max-width: 767px) {.tatsu-fdzHDLGFvfO.tatsu-text-block-wrap{margin: 0px 0px 0px 0px;}.tatsu-fdzHDLGFvfO.tatsu-text-block-wrap .tatsu-text-inner{padding: 0px 0px 0px 0px;}}<\/style>\n<h2>What is brand drift?<\/h2>\n<p>Brand drift is the gradual, unintentional slide of a brand away from its established standards &#8211; in look, language and experience &#8211; as it grows across more locations, teams and touchpoints. No single decision causes it; it accumulates from many small, uncoordinated ones until the brand no longer looks like itself.<\/p>\n<p>Drift is not the same as a rebrand. A rebrand is a decision &#8211; planned, approved and rolled out with intent. Drift is the opposite: the absence of a decision. Nobody ever signs off on letting standards slip. It happens in the gaps &#8211; the rushed install, the reordered sign that used last year&#8217;s artwork, the local team that improvised because head office was slow to respond. The more places your brand physically appears, the more of those gaps exist, and the faster drift sets in.<\/p>\n<h2>Why multi-location brands drift fastest<\/h2>\n<p>The more locations you run, the harder consistency becomes &#8211; not linearly, but exponentially. Every new site adds its own signage, its own local contractor, and its own on-the-ground decisions made when no one from head office is watching. A single cafe can hold one look in place easily. Fifty venues, each interpreting the brand guidelines slightly differently, cannot.<\/p>\n<p>This is the central challenge of multi-location brand management: head office sets one standard, and dozens of locations quietly translate it into dozens of near-versions. Brand consistency across locations is not a poster on the wall &#8211; it is the sum of hundreds of small executions, most of them happening far from the marketing team. Add franchisees, regional managers and local sign suppliers into the mix, and the surfaces where your brand can slip multiply with every site you open.<\/p>\n<h2>The signs your brand is drifting &#8211; including the ones on your buildings<\/h2>\n<p>Most discussions of brand drift stop at the digital and the verbal: a social post in the wrong tone, a deck using an outdated logo, sales describing the company one way while marketing says another. Those matter. But they miss the most public symptom of all &#8211; the physical sign.<\/p>\n<p>Here is where drift actually shows up across a network of locations:<\/p>\n<ul>\n<li>A faded or sun-bleached fascia at one site while another looks brand new<\/li>\n<li>An old logo still mounted months after a refresh<\/li>\n<li>A non-standard local install &#8211; right idea, wrong colours, wrong font, wrong finish<\/li>\n<li>Mismatched or improvised <a href=\"https:\/\/www.signmanager.com.au\/index.php\/differences-between-signage-vs-wayfinding\/\">wayfinding<\/a> that varies from site to site<\/li>\n<li>Ageing or incorrect vehicle livery on the fleet<\/li>\n<li>Tired, peeling point-of-sale and window graphic<\/li>\n<\/ul>\n<p>These are the symptoms a customer sees first, often before they have read a single word you have published. A faded sign over the door says more about how you run your business than any campaign. If you want to know whether your brand is drifting, do not start with the brand book. Start with <a href=\"https:\/\/www.signmanager.com.au\/index.php\/poor-signage-guide\/\">the signage across your sites<\/a>.<\/p>\n<p>None of these symptoms is rare, and none is unfixable &#8211; they are simply what an unmanaged signage network looks like over time. The reason they persist is almost always a lack of visibility: no one has a current, site-by-site picture of what is actually mounted on every building. A network-wide signage audit is the standard first step in fixing that, and the foundation of any serious brand-consistency programme.<\/p>\n<h2>Why brand drift happens<\/h2>\n<p>Brand drift is rarely sabotage. It is the natural by-product of growth outpacing structure, and three causes do most of the damage.<\/p>\n<ul>\n<li>First, <strong>no clear ownership<\/strong>. When everyone is responsible for the brand, no one is &#8211; and standards erode in the gaps between teams.<\/li>\n<li>Second, <strong>decentralised procurement<\/strong>. When each location sources its own signage from whichever local supplier is quickest, you inherit fifty interpretations of one brand.<\/li>\n<li>Third &#8211; and this is the cause almost everyone overlooks &#8211; <strong>physical degradation<\/strong>. Signage fades, weathers, cracks and ages. A sign that was perfectly on-brand the day it went up drifts on its own over five years of sun and rain, without anyone ever making a single wrong decision<\/li>\n<\/ul>\n<p>Left unmanaged, time alone will pull your network out of alignment.<\/p>\n<h2>The real cost of brand drift<\/h2>\n<p>Drift is expensive, even though it never appears as a line item.<\/p>\n<ul>\n<li>The first cost is recognition. A consistent brand is easy to recognise and trust; an inconsistent one makes customers work harder and trust less. Every off-brand site chips away at the equity the on-brand sites are building.<\/li>\n<li>The second cost is efficiency. You spend to build a clear, recognisable brand &#8211; and drift quietly undoes that work at the kerbside, forcing you to spend more to achieve the same recognition. Research has long linked consistent brand presentation to stronger commercial performance. Brand-consistency research by <a href=\"https:\/\/www.marq.com\/blog\/brand-consistency-competitive-advantage\/\" target=\"_blank\" rel=\"noopener\">Lucidpress (now Marq)<\/a> found that consistently presenting a brand can lift revenue by around 20-23% &#8211; a figure its later report updated to as much as 33%<\/li>\n<\/ul>\n<p>The point holds regardless of the exact number: inconsistency leaks value, and at a physical location the leak starts with the sign.<\/p>\n<h2>Multi-location brand management: what to lock and what can flex<\/h2>\n<p>If drift is the problem, brand management is the discipline that solves it. Brand management is the ongoing work of keeping a brand consistent &#8211; in identity, message and experience &#8211; across every location and touchpoint, rather than letting each site fend for itself. For a multi-location business, the most useful approach is to separate what must stay fixed from what is allowed to flex.<\/p>\n<p>Some elements are non-negotiable across every site. Your logo, core colours, fascia specification, typography and illumination should be identical whether the location is in Perth or Parramatta. These are the assets that make you recognisable, and they do not get a local vote.<\/p>\n<p>Other elements can flex, within controlled limits. Heritage buildings, council and landlord constraints, and genuine seasonal needs sometimes require adaptation. The goal is not rigidity for its own sake; it is standardisation where it counts and considered flexibility where it is justified. Get that balance right and you hold brand consistency across locations without strangling the people running them.<\/p>\n<h2>How to stop brand drift across your locations<\/h2>\n<p>You cannot stop brand drift with good intentions or a thicker guidelines document. You stop it with a system &#8211; one that gives you visibility and control over every physical site, all the time. In practice, that means a managed, lifecycle approach rather than reacting to problems one sign at a time.<\/p>\n<p>A practical programme to prevent brand drift across your locations looks like this:<\/p>\n<ul>\n<li>Audit your whole network. Photograph and grade the signage at every site so you know exactly where you stand.<\/li>\n<li>Set one standard. Document a single signage specification every location must meet &#8211; no exceptions, no local reinterpretations.<\/li>\n<li>Centralise procurement and <a href=\"https:\/\/www.signmanager.com.au\/index.php\/solutions\/signage-installation\/\">installation<\/a>. Roll out new and replacement signage through one managed partner, not dozens of local suppliers.<\/li>\n<li>Plan coordinated refreshes. When the brand changes, change every site together so no location is left on the old look.<\/li>\n<li><a href=\"https:\/\/www.signmanager.com.au\/index.php\/sign-maintenance\/\">Maintain signage on a schedule<\/a>. Repair fading, damage and wear before they become drift.<\/li>\n<li>Re-audit regularly and track consistency over time<\/li>\n<\/ul>\n<p>Running that programme across a national network is exactly the work most marketing teams have no internal structure to carry. This is where a <a href=\"https:\/\/www.signmanager.com.au\/index.php\/solutions\/\">lifecycle brand-asset management partner<\/a> earns its place. Rather than leaving each site to source its own signage, SignManager manages the whole lifecycle &#8211; auditing every location, setting and holding one standard, coordinating installation and maintaining signage on a schedule &#8211; so the programme above actually runs, instead of sitting in a guidelines document.<\/p>\n<p>For a multi-location brand that means a single point of contact, full visibility of every site, and the control to keep the fortieth location as on-brand as the first. It is the difference between hoping your network stays consistent and knowing it does. SignManager has done this for more than 25 years across over 60,000 sites for organisations such as Australia Post and Carlton &amp; United.<\/p>\n<h3>Contact SignManager<\/h3>\n<p>Your brand is not only what you say in a campaign. It is the sign every customer walks past on the footpath, the fascia they see from the car, and the look of the fortieth location as much as the first. Brand drift is silent precisely because it happens one small, reasonable decision at a time &#8211; which is exactly why it takes a system, not vigilance, to prevent.<\/p>\n<p>The simplest place to start is to look. Walk past your own sites, or pull them up on Street View, and grade them honestly against the brand you think you have.<\/p>\n<p>That honest look is something we do for brands every day. At SignManager, we start with a complimentary brand assessment &#8211; a clear, site-by-site picture of where your signage is on-brand, where it has drifted, and what it would take to bring the whole network back into line.<\/p>\n<p>If you are managing a brand across dozens or hundreds of locations and want the confidence that every one of them looks the part, <a href=\"https:\/\/www.signmanager.com.au\/index.php\/contact-us\/\">get in touch with SignManager<\/a> for your brand assessment &#8211; and the peace of mind that your brand looks as consistent on the footpath as it does in the brand book.<\/p>\n<\/div><\/div><\/div><\/div><div class = \"tatsu-column-bg-image-wrap\"><div class = \"tatsu-column-bg-image tatsu-bg-lazyload\" data-src = \"\"><\/div><\/div><\/div><style>.tatsu-row > .tatsu-fROsevS1Ct.tatsu-column{width: 100%;}.tatsu-fROsevS1Ct.tatsu-column > .tatsu-column-inner > .tatsu-column-pad-wrap > .tatsu-column-pad{padding: 0px 25px 0px 0px;}.tatsu-fROsevS1Ct.tatsu-column > .tatsu-column-inner > .tatsu-column-overlay{mix-blend-mode: none;}.tatsu-fROsevS1Ct > .tatsu-column-inner > .tatsu-top-divider{z-index: 9999;}.tatsu-fROsevS1Ct > .tatsu-column-inner > .tatsu-bottom-divider{z-index: 9999;}.tatsu-fROsevS1Ct > .tatsu-column-inner > .tatsu-left-divider{z-index: 9999;}.tatsu-fROsevS1Ct > .tatsu-column-inner > .tatsu-right-divider{z-index: 9999;}@media only screen and (max-width:1377px) {.tatsu-row > .tatsu-fROsevS1Ct.tatsu-column{width: 100%;}}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-row > .tatsu-fROsevS1Ct.tatsu-column{width: 100%;}.tatsu-fROsevS1Ct.tatsu-column > .tatsu-column-inner > .tatsu-column-pad-wrap > .tatsu-column-pad{padding: 0px 0px 0px 0px;}}@media only screen and (max-width: 767px) {.tatsu-row > .tatsu-fROsevS1Ct.tatsu-column{width: 100%;}.tatsu-fROsevS1Ct.tatsu-column > .tatsu-column-inner > .tatsu-column-pad-wrap > .tatsu-column-pad{padding: 30px 0px 0px 0px;}.tatsu-fROsevS1Ct.tatsu-column{margin: 0 0 0px 0 !important;}}<\/style><\/div><\/div><\/div><\/div><div class=\"tatsu-section-background-wrap\"><div class = \"tatsu-section-background tatsu-bg-lazyload\" data-src = \"\"><\/div><\/div><style>.tatsu-C9HZYKQ-JL.tatsu-section{background-color: rgba(255,255,255,1);}.tatsu-C9HZYKQ-JL .tatsu-section-pad{padding: 70px 0px 70px 0px;}.tatsu-C9HZYKQ-JL > .tatsu-bottom-divider{z-index: 9999;}.tatsu-C9HZYKQ-JL > .tatsu-top-divider{z-index: 9999;}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-C9HZYKQ-JL .tatsu-section-pad{padding: 60px 0px 60px 0px;}}@media only screen and (max-width: 767px) {.tatsu-C9HZYKQ-JL .tatsu-section-pad{padding: 50px 0px 50px 0px;}}<\/style><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Sky signs are one of the most permanent visible company advertisements available. These are<br \/>\nthe signs that sit atop a building to display a brand, and are usually illuminated.<\/p>\n<div><a href=\"https:\/\/www.signmanager.com.au\/index.php\/brand-drift-threat-to-multi-location-brands\/\" class=\"exp-read-more exp-read-more-underlined\">Read More<\/a><\/div>\n","protected":false},"author":3,"featured_media":18472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Brand Drift: The Silent Threat to Multi-Location Brands<\/title>\r\n<meta name=\"description\" content=\"Brand drift quietly pulls multi-location brands off-course, starting with inconsistent signage. 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