Brinks Rebrands to Focus on Smart Home

Along with the updated company name of simply Brinks Home, the brand refresh will also include a new logo and brand strategy.

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Brinks Home Security on Monday announced a corporate transformation that includes a brand makeover. The company has dropped “security” from its moniker and now goes by Brinks Home.

Over the past year the company has brought in new executive leadership, improved corporate culture, implemented a centralized Transformation Office, and leveraged enterprise data and research to redefine its business and brand strategy, according to the announcement.

The changes have included all aspects of the organization, with the goal of providing a best-in-class experience for its customers and partners in North America and Puerto Rico.

“Our mission is simple, it’s people-centric. The changes are all-encompassing, from our senior leadership team, who bring diverse perspectives to the table and challenge us to think outside the box in terms of what we offer to both our customers, and our partners, to our Transformation Office, which helps us leverage data as we make decisions,” states Brinks Home CEO William Niles.

“We are committed to ensuring that we never stop improving, and that we continue to innovate our products and services to best serve our customers and partners. We believe strongly that the changes we have made set a new standard for the smart security industry.”

As part of the transformation, Brinks Home says it has built an enterprise data platform to leverage advanced analytics and machine learning, overhauled the brand strategy, as well as the look and feel of its marketing, messaging and value statements.

The company enlisted agency partner HUGE to define the new strategy and identity, which will be implemented across all channels, including advertising, online presence, and other print and digital media. The strategy will guide all aspects of the business, including customer interactions, corporate culture, partner relationships and more.

Along with the updated company name, the brand refresh will include an updated logo and the trademarked tagline, Security for Life, which the company says will help begin to illustrate the changes it has undergone all the way down to the service level.

“This is the start of a new beginning for us — the brand strategy we’ve developed will serve as our guiding light throughout the organization for years to come,” says Krystle Craycraft, vice president marketing, Brinks Home. “Our brand strategy defines who we are and enables us to deliver a unique, consistent, and differentiated experience to all who interact with our brand, including our customers, as well as our internal and external partners.”

As part of the phase one brand strategy effort, the company has refreshed internal messaging, updated employee benefits, implemented cross-functional teams for brand transformation initiatives, and founded employee resource groups that allow employees to be supported while strengthening the culture of diversity and inclusion. Additional initiatives will be rolled out in 2021 and beyond.

“We understand that how we treat our employees, how we care for each other, is the first step in truly caring for our customers,” says Kevin Lyons, chief people officer and head of human resources, Brinks Home. “We are committed to ensuring that our employees are valued and heard. The changes we have made ensure we are building a company where all are respected and supported.”

Brinks Home is one of the largest home security and alarm monitoring companies in North America. Headquartered in the Dallas-Fort Worth area, the company provides protection to more than 950,000 residential and commercial customers. The company has one of the nation’s largest networks of independent authorized dealers and agents — providing products and support to customers in the U.S., Canada and Puerto Rico — as well as direct-to-consumer sales of DIY and professionally installed products.


This article originally appeared on our sister publication Security Sales & Integration‘s website.