ISSUE 190 MARCH 2020
Sign Update
43
similarities, including a common language
and values. However, a US business
owner probably thinks more about
graphics and will try to make the most of
every square foot of their unit. This applies
just as much to interiors as exteriors where
you see more graphics on the floor and
windows as well as on vehicles.
UK businesses, restricted by council
regulations on the exterior of the building,
can use interior graphics in the window
space to maximise their messaging. In
terms of running a franchise, we have our
core model that accounts for our brand,
our processes and product offering, this is
the same in each of the 10 countries we
currently operate in. Even so, we have to
recognise the political, economic, social
and cultural influences that each country’s
business infrastructure works under and
then look to mould our brand to fit it.
Where there is an opportunity for signage,
there is an opportunity for a FASTSIGNS
franchise to enter that market, we wouldn’t
compromise our brand in any way but we
can be flexible to help create the best
positioning for our brand. In the UK we
have a team of business professionals
who operate the support team and act as
a conduit between the US corporate team
and UK franchise market. They take the
US model and adapt it to facilitate their
network in the most effective manner. The
benefit of this approach is that UK
franchisees get an international service
with local delivery.
How do you see the future of the
franchise model in the UK?
The US and UK have a long-standing
relationship with a common outlook,
values and language and this will
continue. Our UK and US franchisees are
part of the wider FASTSIGNS family and
we are committed to providing training and
support to all of them.
This is an exciting time for the UK signage
industry and there are increasing
opportunities in digital signage. A further
growth area is immersive, experiential
graphics that are, for instance, being used
to enhance work places.
www.fastsigns.co.uk
unknowns in the UK is how Brexit will
affect the sign business. The first question
any potential franchisees should ask is
whether they want to work for themselves
or for someone else and whether or not
they want to be part of an established
brand. There is no right or wrong answer
to this; you can be successful as a
franchisee or an independent. Of course,
there are advantages to being part of a
proven brand where the operations,
marketing, brand positioning and training
is taken care of, leaving you to
concentrate on execution. FASTSIGNS is
celebrating 25 years in business in 2020
and, despite the uncertainty, the number of
locations continues to grow.
Are there significant differences
between the US and UK in terms of
running a franchise?
While there may be slight cultural
differences, the UK and US share many
What are the major differences between
US and UK sign & display markets and
what can they learn from each other?
I would say signage used on buildings and
vehicles in the UK is more minimalist and
understated compared to the US, where
businesses tend to be bolder and make
use of all available space to inform
customers. During my trip, I have been
perturbed by the number of vehicles such
as white vans and lorries that I have seen
with no graphics, livery or information on
them. I’ve seen warehouses that are failing
to adequately utilise the space to better
demonstrate what the company does.
I think this is a key difference. Proprietors
of business in the US are attuned to the
value of consistent branding and message
delivery, they utilise every available
surface or platform to aggressively
advertise their brand and services.
Although to a UK eye this might seem
gregarious, I think businesses that don’t
make use of their advertising opportunities
are potentially missing opportunities to
attract and win new business.
Business locations appear to be smaller
here in the UK and may be subject to
stricter planning regulations than the US
so this could account for why business
tend to restrict their visual display.
Although there are many signage options
that can be used to cleverly showcase
branding and be deemed appropriate for
planning regulations.
A further significant difference is that the
US has far more digital billboards in many
cities but I’ve seen very few here. I see
this as being a huge area for opportunity in
the UK. The UK market is developing but
is perhaps five years behind the US.
However, that’s not necessarily a bad
thing; it means UK businesses can learn
lessons from their counterparts across the
Atlantic and only take on board strategies
that have worked. While the UK could be
bolder with its visual communications, the
US could benefit from being a little more
understated at times.
What are the advantages of joining
a franchise?
Uncertainty often stops people making big
decisions and currently one of the biggest
UK sign industry needs to boldly go
Sue Deane had the opportunity to speak with FASTSIGNS global CEO Catherine
Monson during her UK visit
in December when she urged businesses to “be bolder” with their graphics. Catherine spoke about the key
differences in the UK and US markets and where the growth opportunities lie.
“This is an exciting time
for the UK signage industry
and there are increasing
opportunities in
digital signage”
INDUSTRY
Interview