Just three years after bringing the Brinks name back to the residential security market, Brinks Home Security on Monday announced that it is tweaking the brand once again and will now be known simply as “Brinks Home.”
The company, formerly known as Monitronics and MONI Smart Security, said that it has undergone a transformative process over the past year that saw it bring in new executive leadership, improve the corporate culture, implement a centralized “Transformative Office,” and leverage enterprise data and research to redefine its business and brand strategy.
“Our company is undergoing a transformation from the top down, and part of this is recognizing that we offer customers more than just home security, we remove the worry from day-to-day life with our smart home security,” Brinks Home CEO William E. Niles, chief executive officer told SecurityInfoWatch.com in a statement. “In order to reflect this shift in how we think about what we offer customers – a home that is connected, safe, and protected – we have dropped ‘security’ from our name and included it in our new tagline: Security for Life.”
As part of its phase one brand strategy effort, the company said it has looked inward and 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. Brinks Home said that additional initiatives will be rolled out in 2021 and beyond.
The company becomes latest industry firm to drop ‘security’ in its name as home automation has increasingly become an integral part of residential security product offerings. Last September, Nortek Security & Control rebranded as Nortek Control as part of an effort to reflect all of the markets the company serves.
