Home Security
- 1. Types of Alarms
- 2. Windows & Doors
- 3. Gates & Fences
- 4. Security Lighting
- 5. Lawn Security
- 6. Protecting Your Assets
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Broadview – Rebranding a Name
In Romeo and Juliet, Shakespeare says:
What’s in a name? That which we call a rose
By any other name would smell as sweet.
The same sentiment holds true in rebranding. If you rebrand a poor brand, it’s still a poor brand. And if you rebrand a good brand, it remains a good brand. In the home security business, Brinks is rebranding itself as Broadview Security. Brinks is a good brand with 25 years of home-security excellence behind it. The new Broadview brand comes with that same 25 years of experience.
Why Brinks is Rebranding Itself into Broadview
The security division of Brinks started out in the home market, providing protection and monitoring for homeowners. But then the company developed a new market: protecting businesses. The new Broadview brand reflects the company’s expansion into both residential and commercial security.
The brand name Broadview also indicates that the security the company provides isn’t just monitoring for burglars. The company also offers other protection services as well.
But the rebranding goes further than just changing the name Brinks to Broadview. Together with Brinks Home Technologies, Brinks Home Protection is being spun off into a separate, independent company called Broadview Protection. The new company is now being traded on the New York Stock Exchange under symbol CFL.
The Broadview Rebranding Campaign
Right now, the new company can still use its old name, Brinks Home Security. But in 2010, the company officially will become Broadview Security. So the company has until then to raise the public’s awareness of its new Broadview brand name.
On July 1, the Broadview rebranding campaign started off at full gallop when Bob Allen, CEO and President of Broadview Security, rang the opening bell at the New York Stock Exchange. The campaign will advertise the new Broadview name on commercial and cable television as well as in the news and print media.
The Broadview campaign is targeting two groups: homeowners who are interested in buying security systems and homeowners who currently have a Brinks home security system.
Potential Broadview Customers
It’s important for the Broadview rebranding campaign to tell potential customers that Brinks and Broadview are one in the same. Nothing else has changed except the company name. The protection services are the same. Company professionals who monitor their homes are the same and who provide customer service are the same. Phone numbers are the same. And the equipment is the same. If a homeowner selects Broadview, he or she is selecting Brinks.
Current Broadview Customers
Rebranding Brinks into Broadview can be confusing to current customers. So the new company is going to great lengths to keep them from becoming confused. Even though the customers won’t notice any chance in the service they’ve been receiving, they will notice some minor physical changes between now and the time the Broadview brand officially replaces the Brinks brand:
- Employees will wear the same uniforms, but with Broadview logos.
- Employees will carry IDs that identify them as working for Broadview and Brinks.
- Bills, business cards, and other printed materials will have the Broadview logo.
- Window decals and yard signs will display the Broadview logo.
- Broadview will have a new e-mail address that incorporates the term “broadview.”
- Company trucks will display the Broadview logo.
When the Broadview rebranding campaign ends, the transition from Brinks to Broadview will be over. Broadview will lose its affiliation with Brinks.
But Broadview will still be Brinks.
After all, even if a rose has a different name, if it smells like a rose — it still is a rose.
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