“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.” “The brand strategy we’ve developed will serve as our guiding light throughout the organization for years to come,” Krystle Craycraft, VP of Marketing, said in a statement. The publication reports that then in 2018, MONI Smart Security, formerly Monitronics, entered into a trademark licensing agreement with The Brinks Company to rebrand MONI and LiveWatch, the company’s DIY subsidiary, as Brinks Home Security. This isn’t the first time the company has rebranded, though.īrinks Home Security spun off from The Brinks Company in 2008 and rebranded as Broadview Security, which was later acquired by Tyco International and merged with ADT, Security Infowatch reported. That also includes a new logo, name (Brinks Home was previously Brinks Home Security), and tagline of “Security for Life.”
With its agency partner, HUGE, Brinks Home was able to redefine its identity across all channels: advertising, online presence, and print and digital media. The tech leveraged advanced analytics and machine learning and assisted in implementing a new look for all marketing, messaging, and value statements. To fully redefine its business and brand strategy, which will guide all aspects of the business, Brinks Home also built an enterprise data platform. The changes we have made ensure we are building a company where all are respected and supported.” “We are committed to ensuring that our employees are valued and heard. “We understand that how we treat our employees, how we care for each other, is the first step in truly caring for our customers,” Lyons said in a statement. The newly formed Transformation Office will help the company leverage data as it makes decisions. Brinks Home refreshed its internal messaging, updated employee benefits, implemented cross-functional teams, and started employee resource groups that could strengthen a culture of diversity and inclusion. Phase one of the executives’ brand strategy effort involved first looking inward. The new appointments include Kevin Lyons to chief people officer and head of human resources, Wade Gibson to SVP of Network Sales, and Kelly Atkinson to chief commercial officer.
“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.”Īccording to Niles, who is also new to the chief executive role, the company improvements will enable Brinks Home to set a new standard for the smart security industry.įor starters, senior leadership now has a diverse perspective that will allow the Brinks Home team to “think outside the box” in terms of what the company offers to customers and partners, Niles says. “Our mission is simple, it’s people-centric,” CEO William Niles said in a statement. The overall goal? To provide a “best-in-class experience” for Brinks Home’s customers and partners in North America and Puerto Rico.
Brinks security home full#
In an effort to further its mission to “revolutionize the smart home security industry,” the executive team at Brinks Home has launched a full company transformation over the past year, one that encompasses all aspects of the organization.Ĭhanges include new senior leadership, improved corporate culture, the implementation of a Transformation Office, and a revamped brand strategy. Brinks Home, a Dallas-based home security and alarm monitoring company, is starting its new beginning.
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