The alarm and protection systems company Securitas Direct, which is part of the Verisure group -formerly Securitas Direct Verisure-, has changed its name to Verisure Spain to align its brand presence globally. The movement in our country follows that carried out in other surrounding markets over the last few months, such as Portugal or France.
The company’s objective is to unify its international activity, which extends to 17 countries around the world, under the same name and a solid and coherent visual identity. The transformation occurs, as the brand has explained, after becoming “in the world leader in alarms” by having approximately 6.2 million customers in Europe and Latin America.
“Today, after becoming the world leader in alarms, we unify our name globally. In this way, we reinforce what we do best: protect what matters most. Now Verisure is the name of the company, the alarm and the mobile application, also in Spain”comment from Verisure on their new website.
In addition to the name, the movement implies a new image. The change, however, is not totally radical. The brand maintains the corporate red color, although brighter and more electric, and also preserves the figure of the circle. This is now limited to just one, and is wrapped in a kind of star with rounded tips; and all this is accompanied by the expression of the naming in lowercase letters.
Verisure points out that the change will not affect the conditions and service it provides to its clients, nor its mission. In this sense, it promises to be “Your usual company, stronger than ever“and maintain their closeness.”We unify our name globally to reinforce what we do best: protect what matters most“, explains on the website. “We continue to put all our experience and technological capabilities at the service of our clients. Giving them access to more innovation and technology, exclusive benefits and services, and all the experience of the reference alarm company. All this without losing the close treatment and quality of service that you already know.”.
The name, the new visual identity and the repositioning are already expressed in a campaign that conveys to consumers the new stage of the company. Verisure has built a metaphor personified in the figure of Juan Carlos, whose family, friends and colleagues call him in different ways, but for whom he is always a person concerned about protecting his loved ones.
“Because more important than what they call us, is that we are recognized for who we are.“, they state in the piece, which launches the company’s new claim “First to protect”, while highlighting the Verisure proposal. The brand claims to have an average rating of 9 out of 10 in the service, to be able to respond to incidents in 20 seconds, and to have its own technology for its security systems.
“We maintain our purpose and our focus on people, our excellence in service and our innovation and proprietary technology.“, commented Nina Llordachs, Marketing Director of Verisure Spain, in a statement. “In short, we are the same company, but under a solid global brand that will help us drive our growth and continue to strengthen the service and security we offer to our customers.”
The company assures that Securitas Direct has a high level of recognition in Spain, with figures close to 90% awareness. In this sense, the challenge is to transfer that perception of trust and knowledge to the new name. However, he points out that there are also opportunities in the Spanish market, which, although consolidated, has relatively low penetration levels of alarm systems, around 11%, which leaves room for growth.
Verisure will implement the name and visual identity changes in all its contact points progressively, and will activate a communication plan to convey the new stage to its clients and society. To this end, it will allocate an investment of close to 100 million euros in the coming years at a global level. The goal is for all assets to be updated by the end of this year.
