The sign industry continues to transform under the weight of shifting tariffs, supply chain challenges, and unpredictable material pricing. As one of the nation’s premier partners in multi-site brand rollouts and architectural signage, National Branding has taken a leadership role in helping the industry navigate this changing landscape.
This week, the International Sign Association (ISA) invited our CEO, Bob Chapa, to serve as a featured speaker on their national webinar: “The Impact of Estimating with Current Tariffs.” As Bob said on the webinar, “Tariffs didn’t shake us — they sharpened us. They forced us to operate smarter, faster, and with more clarity than ever before.” Being selected as a voice on this critical topic is a strong acknowledgment: National Branding is not just responding to industry shifts — we’re helping lead the conversation.
Why ISA Invited National Branding to Speak
With thousands of projects executed across the U.S. and deep relationships throughout the supply chain, National Branding sees tariff impact in real time, across every material category and market. The International Sign Association specifically chose Bob because National Branding has already implemented the operational strategies that many companies are just beginning to consider. Bob summed it up simply: “Volatility exposes weaknesses — but it also reveals who’s leading. This industry needs clarity right now, and I’m proud that National Branding is helping provide it.”
How Tariffs Have Impacted the Sign Industry
Material Cost Increases & Pricing Volatility
One of the most significant shifts has been the inconsistent pricing of aluminum, steel, LEDs, and ACM panels. Tariffs amplify these swings, making traditional estimating approaches nearly impossible. “In estimating, uncertainty is the enemy,” Bob said during the webinar. “You can’t project with confidence when material pricing changes month to month — sometimes week to week.” Material instability affects every aspect of project planning, from estimating to purchasing to production timelines.
Shorter Quote Validity Windows
Before tariff disruptions, estimates were often valid for 30–90 days. Today, many vendors provide prices with validity windows as short as seven days. National Branding responded by building real-time cost tracking systems and smarter forecasting tools to ensure accuracy and protect our customers.
Supply Chain Changes & Manufacturing Delays
To protect themselves from tariff risk, many suppliers reduced inventory and shifted toward just-in-time restocking. This change created:
- Longer lead times
- Greater exposure to material shortages
- More pressure on scheduling teams
National Branding mitigates this with multi-vendor sourcing, advanced material planning, and real-time communication with suppliers across the U.S.
Estimating Has Become a Data Discipline
The era of estimating based on gut experience is over. Successful sign companies now use:
- Historical cost trendlines
- Predictive models
- Real-time supplier updates
- Multi-vendor comparisons
National Branding is already operating at this level — one of the reasons ISA tapped Bob to guide this discussion.
Long-Term Impact if Tariffs Continue
If tariffs remain in place over the coming years, the sign industry should expect major, lasting changes.
Developing relationships with key suppliers and distributors is more critical than ever.
Keeping clean & positive communication with your supply chain is the only way to navigate through the uncertainty of these tariff times.
Domestic Manufacturing Will Expand
LEDs, paneling, metal components, and structural materials are already trending toward more U.S.-based production.
Customers Will Demand More Transparency
Detailed cost breakdowns, documented changes, and proactive communication will become standard.
The Industry Will Mature and Professionalize
Volatility is forcing companies to build operational discipline, invest in technology, and improve communication across teams.
How Tariffs Influenced National Branding’s Internal Culture
While many companies were slowed down by tariff pressure, National Branding became more unified and efficient. Bob explained it best: “Tariffs didn’t break our culture — they clarified it. They showed us who brings hustle, intelligence, and composure when things get tough.” We strengthened communication, refined workflows, tightened estimating, and elevated expectations across the organization.
The Result: A more focused, more cohesive, more resilient company.
National Branding’s Leadership Moving Forward
As the industry continues to evolve, National Branding will remain a steady voice and trusted partner for national brands. We’ll keep:
- Sharing intelligence with industry organizations
- Strengthening our supply chain
- Investing in forecasting technologies
- Helping multi-location brands navigate pricing challenges with confidence
National Branding is committed to being one of those leaders.
