Security Watch: Red Hawk Rebrands

Former UTC company Red Hawk continues its rebranding initiatives


Prior to the 2012 ASIS International Seminar and Exhibits last month in Philadelphia, Florida-based systems integrator Red Hawk Fire & Security U.S. announced a company rebranding strategy that included the launch of a new website, logo and the combining of some the individual organizations that make up its portfolio of companies.

Earlier this year, Red Hawk was sold by UTC to a private equity firm and a new leadership team, including former GE Security President Dean Seavers and former ADT President Mike Snyder, were brought in to spearhead the company.

According to Snyder, who now serves as CEO Red Hawk, of the more than 20 company acquisitions that comprised Red Hawk, there was never a lot of integration between the firms, which he said mainly operated independent of the parent company. Snyder and the company’s new leadership team’s goal is to bring all of these different business units together and organize around them.

"Our job is to take this great base, great companies and integrate them," he said.

Because they have so many disparate companies, however, Snyder said that they can leverage the expertise they have in different areas to offer customers a comprehensive set of services to meet their particular needs.

"No one, not even the big guys have all of the parts we have," Snyder said on the show at ASIS 2012. "Too many companies in this industry go too small… or they’re way too broad."

Snyder said that the company will grow through its technology offerings and capabilities. He also emphasized the importance of distancing Red Hawk from UTC, which he believes they will accomplish through the aforementioned rebranding efforts that also include new company uniforms and logos on trucks in the field.

Despite the sluggish economy, Snyder feels that there is pent-up demand for security technology that Red Hawk intends to meet. With so many integrators doing work in both the commercial and residential markets, Snyder said that the waters have been muddied in the industry to some degree, which opens the door for companies like Red Hawk. "All those conditions pave the way for new entrants into the market," he said.

To differentiate themselves from their competitors, Snyder said that Red Hawk intends to focus on the "breadth" of their capabilities and offering "applications-based" solutions rather than just hardware.

"That’s how we’re going to cut through the clutter," he said. "Right now, it’s all about positioning ourselves and putting (the company) in a national model."  More info: www.securityinfowatch.com/10781390