Earlier this year, following the retirement of the longstanding owners of Signs Express Exeter, Signs Express partnered with local business owners, and sibling duo, Mike Back and Diane Moore to deliver the network’s first-ever rebrand. Originally established in 1960 and operated as a family-run business, KBS Signs approached the Franchise Support Centre, and within just a few weeks, the transition was successfully completed as Diane and Mike became the new owners of Signs Express Exeter and began the rebrand transition process.

Now three months into the rebrand process, we catch up with Diane who gives us a run down of how things are mapping out so far!

Background and Transition

1. Can you tell us a bit about your background and your journey in the signage industry before joining Signs Express?

“KBS Signs was established back in 1960 by our father Kenneth Back, and over the years we have all worked in the family business; this includes both parents and four children, as well as both of my sons now. At one point we had over 30 employees, however as family members retired, we naturally reduced in size, and now instead of a busy industrial site, we are temporarily located on a farm estate, surrounded by fields and cows all around us before we find our new forever home in the local business district! Both my brother Mike and I have been in the signage industry for over 35 years, so we’re excited to see where this new venture takes us.

2. What motivated you to transition from being an independent business to joining a franchise network like Signs Express?

Keeping an eye on local businesses, we saw Signs Express Exeter was available, and we thought it would be a great addition to KBS Signs, as joining forces would increase our presence within the signage market and across our local area. With a whole network of support and a dedicated Franchise Support Centre, we saw a huge benefit in what Signs Express could bring to the table.

3. Was there a specific moment or insight that made you decide this was the right move?

We recognised the importance of moving quickly to maintain momentum with our customers and had already carried out research into Signs Express. When we attended the Discovery Day and met Jonathan Bean, Managing Director, and Aaron Davis, Network Development Director at Signs Express Limited, their impact was immediate and compelling. Both were genuinely personable, and it was reassuring to know there was a strong infrastructure in place, covering IT, HR, marketing and more. It simply made sense to move forward without delay.

4. What expectations did you have before joining the franchise – and how have they matched reality so far?

Naturally, we felt some apprehension after having operated independently for so long, particularly around the initial co-branding phase before fully transitioning to Signs Express Exeter. However, the team at the Franchise Support Centre has been incredibly supportive, helping to address and ease any concerns we had throughout the process.

The Joining Process

5. How would you describe the onboarding experience with Signs Express?

Our experience so far has been hugely positive, and it’s been just like having an extended family of network support. We’ve been provided with so much training and support across multiple functions, which has been so helpful.

6. What kind of support did you receive during the transition, both operationally and from a marketing standpoint?

We were appointed David Allen from the Franchise Support Centre as our Operational Manager and mentor which was an absolute godsend in the beginning, and he led us through the transition process fantastically. Along with the business transition, we also upgraded all of our systems and adopted Signs Express’ new platform CoreBridge, so there was a lot of adjusting from all angles. However, as an intuitive system, we soon got to grips with it and it has streamlined our processes enormously. The marketing activity continued in the background whilst everything else was going on, with little help from us (thankfully). The Marketing team at the Franchise Support Centre created and issued customer and supplier comms on our behalf, they optimised and updated our digital presence and a whole host of things that we probably were not aware of previously!

7. Were there any unexpected challenges during the changeover? If so, how were they handled?

A nice problem to have, however, the amount of customer enquires doubled pretty much overnight which we found quite challenging! We therefore worked with the Franchise Support Centre quickly to advertise for further staff. Learning how to use brand-new system CoreBridge was also initially tough, however Dan Connelly (Business Transformation Lead) has been a star with his training and answers any queries super quickly!

Support and Training

8. Which aspects of franchise support have made the biggest difference to your business operations so far?

By far, having David Allen on site for several days to help with the changeover and co-branding was imperative to get us started, no question went unanswered, he was just a great help.

9. How has the access to national marketing and shared resources impacted your approach compared to when you were independent?

It’s a great help having so much help and support when needed. Marketing was something that always took a back seat when we were busy, especially the social media side which we don’t have much knowledge on. With such a big focus on digital marketing especially, it’s fantastic that through the Local Marketing Programme, this is all taken care of for us.

Business Impact and Growth

10. Since joining Signs Express, have you noticed any changes in customer perception or volume?

Volume has definitely increased, and phone and email enquiries keep us on our toes! Some of our new customers who previously used our predecessors at Signs Express Exeter are quite happy that they are now dealing with two top sign companies across the area, so we haven’t seen any negative connotations.  

11. Are there new revenue streams, service offerings or clients you’ve been able to tap into as part of the network?

So far, as KBS Signs and Signs Express Exeter are very similar in the types of work we both produce, it has been a fairly easy transition, however we’re just at the start of our new journey, so we’re excited to explore new opportunities in the coming months.

12. What tools or systems provided by Signs Express have improved your workflow or business development efforts?

CoreBridge is already starting to make a big difference daily, as the data rich nature of the system will allow us to participate in some new direct marketing initiatives, plus, with real time data, quick and easy invoicing and excellent visibility across the team, we’re able to dramatically improve our workflows.

Culture and Community

13. What’s it like balancing your local identity with the national brand of Signs Express?

Having both logos together during the rebranding phase is having a positive effect as it gives customers confidence with both brands as they adapt to the transition. As both brands were also already established and trusted within the local community, it’s like having the best of both worlds. We have received great comments from customers on both sides who think the rebrand is a great idea.

Looking Ahead

14. What are your key goals for the next 6 to 12 months under the Signs Express brand?

Aside from growing our customer base and continuing to deliver quality signage solutions, we’re excited to develop our use of CoreBridge to get the most out of it and also grow our social media presence.

15. What advice would you give to another independent signage business considering joining a franchise network?

Do your due diligence and you will find that by joining a franchise network, it will feel like one big extension to your family. You’re no longer on your own, help is always on hand in every aspect that you could possibly think of from Marketing, HR, Health & Safety, Business Planning etc., all the things you just can’t find time for or have the inclination to address when you’re running a small independent business.

16. Are there any changes or innovations you're particularly excited to implement going forward?

We’re particularly enjoying utilising new systems allowing us to have a more structured approach to business going forwards, plus we’re thrilled to be extending our already amazing team and continue building on our success.  

Closing Reflection

17. If you could describe your experience with Signs Express so far in three words, what would they be – and why? 

Busy, crazy but brilliant! And why? I think those three words say it all!!”

As Diane and Mike continue their transition into the Signs Express network, their story is already proving to be a fantastic example of how tradition and innovation can come together seamlessly. With strong support, new systems, and a renewed sense of momentum, Signs Express Exeter is well-positioned for sustained growth and future success. From a family-run legacy to a franchise-first, their journey marks an exciting new chapter, not only for their team, but for the wider Signs Express network.

Thinking about the future of your signage business?

If you’re running an independent signage business like Mike and Diane and feel like you could benefit from more support, guidance, or structure, we’re here to help.

At Signs Express, our Rebrand Investment Model allows you to keep full ownership and control of your business, while gaining access to the tools, systems and support that come with being part of the UK’s largest signs and graphics network.

Our model, your business, with the support to help it thrive.

Get in touch to find out more!