Four tiny figures perching on a sign just above business boss Shaun Bennett’s left
shoulder tell their own story.
Three are good luck charms from the Far East given to him almost 40 years ago by a
manufacturer of precision cutting equipment at a time when Shaun worked for a
reseller selling their products – they have been by his side at work ever since.
A paper Daruma doll, is a symbol of patience and accomplishment. The Rake figure
and its decorations are supposed to bring happiness, prosperity and achievement.
And the Beckoning Cat figure is said to bring many customers.
The extra one gifted to him by family – a black cat aimed at giving him the luck of the
Irish in line with his ancestry on the other side of the water from his Blackpool
business base.
All are signs, pointing towards the business success Shaun has had over a 40-plus-
year career and there’s no way he is parting with them now. “I don’t think I have even
told my sons the stories of those before,” he smiled.
Signs are Shaun’s business. From art college to working for other companies, to
setting up his own Links Signs and Graphics business 18 years ago, Shaun has
never strayed from that path.
It’s no surprise, therefore, that there isn’t anything managing director Shaun doesn’t
know about signs and graphics.
And almost nowhere he can go in Blackpool, especially passing the resort’s
landmark signs, where he can’t point to a sign and say: “That’s one of ours.”
From huge banners at Madame Tussaud’s to giant crests at Blackpool Football Club,
from Tower to Grand Theatre to Winter Gardens, all the act banners and signs,
including when Simon Cowell, Amanda Holden and Britain’s Got Talent crew come to
town.
Shaun, who left school at 15, has travelled the world making sure he, and his
business, stay ahead of the curve.
He’s surrounded by signs in his own office which signal his own route to business
success. “Design Adds Value Faster Than It Adds Cost”
Shan said: “Quality is key. There’s only one way to a job, and it’s the right way. We
have retained more than 30 clients from our first year in business in 2007 to today.
That tells its own story.”
“Customer service is also vital. I am a great believer that when you say you are
going to do something, you do it.”
The company is 12-strong and a tightly-knit team where every person is an expert in
their field and a vital cog in the smooth running of the operation – and the delivery of
a quality product to the client.
“We are focusing now on what systems we need – and how will it help the next
generation to continue to grow the business. We have an excellent team.”
That extended team includes their accountants, Brown & Co.
“We had done the signage at their offices in Thornton and in Kendal and we have ended up switching
accountants to them. They have a very refreshing, very dynamic, modern approach, utilising digital systems.
They have given us excellent advice on us using Xero.”
“There’s interaction, communication, we work together. It feels like a partnership and
that they are on our side. Their help and support allows us to get on with what we
are here for which is making signs and graphics.”
When it comes to the appropriate use of technology to help the business, AI is also high
on Shaun’s list of priorities. “As creatives, if we are smart in our use of AI, it will clear
headspace for us to be even more creative on behalf of our clients.”
When retirement finally arrives, Shaun is planning more time with the grandchildren
and to travel the world. One thing you can guarantee, his lucky figures will be in his
suitcase.