Customer Feedback Helps Vector Security Revamp Image

By Ashley Willis

PITTSBURGH — With an aim to refresh the company’s brand identity, Vector Security has revamped its logo and updated its business strategy to highlight the overall customer experience.

“The Vector brand hasn’t been touched for 26 years,” Vector Security Vice President of Marketing Art Miller tells SSI. “The industry as a whole has really evolved since the ’80s, when everything was centered on burglar and fire alarms. We wanted to refresh our identity to reflect the changes in the marketplace and really emphasize that we’re more than just a burglar and fire alarm company.”

Given its well-established identity in the marketplace, Vector Security did not want deviate too much from its longstanding logo. There were elements of the old logo that the company wanted to retain, such as the red and blue color scheme and the three-diamond image.

In the process of redesigning the logo in fall 2011, however, company executives realized that the diamond image needed to attribute some of the company’s other qualities. Recognizing that the goal of the rebranding was to reach new customers, Vector Security developed focus groups for customers in each of the three markets it served — residential, commercial and national accounts — and asked, “What are Vector’s top three strengths?”

After reviewing the responses, the company noticed three consistent qualities throughout the three different markets: Quality, focus and dependability.

“Our customers saw us a quality provider, with quality people, products and services,” Miller says. “They also notice that we’re focused on building a relationship with them. Lastly, our customers see us as a very dependable and reliable company.”

To give the logo a more contemporary look, the firm also moved up the word “security” in its new symbol.

“We want to be known for security because that’s our strength and our core,” Miller explains.

The new branding also consists of a new tagline for the company, “Intelligent security tailored for you,” which was actually more difficult to craft than creating the new logo, according to Miller. The challenge was to come up with a slogan that reached across customers in all three markets, so Vector Security sought the help of its clients again to develop the tagline.

“We asked questions like, ‘What are you looking for as a customer? What makes Vector better than the competition,” Miller says. “We previewed everything with our customer before we even took it to our employees. It was really critical to us to get the voice of the customer into our brand.”

As it rolls out its new image, Vector plans to unveil a remodeled Web site in August that will display new products and services.

Ashley Willis is associate editor for SECURITY SALES & INTEGRATION. She can be reached at (310) 533-2419.

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