Brinks Home Refreshes its Brand to Continue Revolutionizing the Smart Home Security Industry

Dallas-based Brinks Home Security is dropping the "security" from its moniker, releasing a new logo, and implementing a total brand overhaul to "set a new standard for the smart security industry."

Brinks Home, a Dallas-based home security and alarm monitoring company, is starting its new beginning.

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.

Changes include new senior leadership, improved corporate culture, the implementation of a Transformation Office, and a revamped brand strategy. The overall goal? To provide a “best-in-class experience” for Brinks Home’s customers and partners in North America and Puerto Rico.

“Our mission is simple, it’s people-centric,” CEO William Niles said in a statement. “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.”

According 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.

For 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. 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.

Phase one of the executives’ brand strategy effort involved first looking inward. 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. The newly formed Transformation Office will help the company leverage data as it makes decisions.

“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. “We are committed to ensuring that our employees are valued and heard. The changes we have made ensure we are building a company where all are respected and supported.”

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 tech leveraged advanced analytics and machine learning and assisted in implementing a new look for all marketing, messaging, and value statements. 

With its agency partner, HUGE, Brinks Home was able to redefine its identity across all channels: advertising, online presence, and print and digital media. That also includes a new logo, name (Brinks Home was previously Brinks Home Security), and tagline of “Security for Life.”

This isn’t the first time the company has rebranded, though.

Brinks 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.

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.

“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. “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.”

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