How Non-Security Companies Can Make Security Part Of Their Branding
It’s easy to brand yourself as a strong, capable, no-nonsense security company. Maybe make a log your branding, use a cartoon image of a bulldog, or curate a strong name such as “LockFast Security Solutions.”
But of course, security matters to everyone, not just private security firms or companies that develop CCTV or digital locks. For example, if you have a company that processes a good amount of personal client data, they want to know you can keep that information safe.
As such, professionalizing your branding, that is giving the impression of your security priorities without necessarily making it part of your basic branding, is an essential practice to get right. It also takes a fair amount of creative skill.
In many respects, this is what good branding does. It gives the impression and implication of your values even when its only the brand name or structure being communicated. In this post, I’ll discuss some ways you can make security part of your branding and wider promotional effort, but not in a manner that confuses your exact output:
Table of Contents
Clear Processes & Access Guides
Ultimately, professional security should be focused on making the customer, staff member or guest feel confident and informed about their safety, and treated like respected adults. You should show them that you’ve thought through every possible scenario for keeping them safe, such as by having incredibly clear guides on how they access your services or data securely.
It’s helpful to provide step-by-step instructions on practices like logging in, changing passwords, or perhaps how you handle physical access to your buildings - such as how a new person interviewing for a job role might access your premises. You want these guides to be easy to find and simple to understand, so they can help you, and be helped by the security process.
Questions Easily Answered & Referred To
If a customer has a security concern, they shouldn’t have to hunt around for an answer or feel like they’re going to frustrate your team by getting something wrong. You should make sure that frequently asked questions about security are immediately accessible on your website or platform. Such answers should be direct, using simple language, for example how someone should sign in or what ID to bring.
Moreover, you should give them a clear path to contact a person if they have a complex issue. For example, if you’re a company using technology like automatic license plate recognition (ALPR) for visitor management, you should explain simply how that works to protect them and how to register their vehicle for access.
Customer Engagement & Feedback
It might seem like security is pretty much defined in strong terms, but believe it or not, inviting feedback on your security shows you’re open to listen to feedback about how that security works best, which is a great way to limit any weaknesses your system has.
From there, you can also use your communications to update customers when you implement new security features or protocols. Perhaps you have a new gym pass that means they can swipe in, and security doors that allows them to arrive 24/7. It can make a massive difference to achieve that.
With this advice, I hope you can make security a great part of your branding.
For more tips and tricks, check out these articles:
