Transforming seven business entities into one holistic brand that provides leading security solutions in the UK and across Europe. Building brand awareness in the UK and Europe. Protecting and building on existing brand value. Omnichannel marketing support.
Previously known as The Smartwater Group, DeterTech, provides innovative and intelligence-led security solutions to reduce the risk of crime within multiple industries. They are market leaders within the security sector and work with their clients to provide security solutions that best work for them, helping to predict, deter and detect crimes and those responsible for committing them.
The SmartWater Group, now known as DeterTech, had grown considerably in a short period of time and acquired a mix of several products and solutions from different companies across the UK and Europe, these acquisitions included: Centre of Infrastructure and Asset Protection (CIAP), SmartWater Technology, PID Systems, BetaGuard, Tag Systems, RaiderVision, SmartGuard. Adding to this challenge was the fact that The SmartWater Group name only focused on one element of the product offering (SmartWater technology), this needed to change to ensure all solution types held equal weighting and encompassed what they stand for.
The existing brand had many different crime prevention and deterrent products from various brands, making it inconsistent and confusing for customers to understand and difficult for the sales team to educate. DeterTech needed to coherently bring all crime prevention entities together under one roof, to reflect the business working together as one and not in silo. As well as this, they needed to reflect their new way of working together and establish their new mission which is: ‘Giving greater peace of mind to people and communities, every day.’ Their new mission has a real focus on the end result and the fact that DeterTech can recommend the right solution for you, with the brand wanting to become more solution focused rather than product focused.
DeterTech needed a brand strategy that was inclusive, consistent and coherent. We carried out a marketing audit and brand strategy to support in establishing a brand name, style and strategy for the future. We created the name ‘DeterTech’ as it pulled the two most valuable parts of the business together, with their end goal being to deter crime, which is made possible using their advanced technological solutions. The new name brings all the entities of the original groups together into one, with a subset of solution families that nicely categorises the solutions that DeterTech offers.
The branding uses colours previously adopted by SmartWater (the most recognisable brand). The dot represents the asset around different layers of the ‘D’ which represents the deterrent technology, made possible by DeterTech whose solutions protect individual businesses based on their tailored expertise. The DeterTech messaging had to be clear and capture the various specialist offerings each solution had. “We predict. We detect. We deter.”
This simple, yet effective line directly informs potential clients and investors what DeterTech does, emphasising their results driven approach. The inclusion of ‘we’ before each statement highlights the hands-on, helpful nature of the business, and relates to the fact that they offer a bespoke service to help their clients find the best security solutions for them.
From the B2B branding then stemmed a suite of marketing material, website, signage and other supporting assets to help support the launch of the brand both internally and externally to ensure collective consistency. We provided DeterTech with everything they need and more to be able to roll out the new brand look and feel across all channels. Ensuring they would also be able to introduce the brand to new and existing clients at the big construction event, Esson, whereby we created a set of interactive scenarios so customers can understand the breadth of security solutions that DeterTech offers. We have an ongoing relationship with DeterTech, and we’re currently building out the new website into other European countries and languages.
“The brand was well received at the Esson event and we really stood out from our competitors. The new branding is much easier to communicate with our target audience, now that it’s clear in what we offer and reflects our business proposition. Our sales in Europe are getting good traction already, thanks to all the hard work Rawww have put in.” Head of Group Commercial Operations - DeterTech