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Group CMO and Head of Brand
Securitas AB<\/figcaption><\/figure><\/div>\n\n\n
Securitas has maintained its position among Sweden\u2019s top 10 most valuable brands with a 12% brand value increase in 2025. Where do you see the biggest opportunities to take the brand\u2019s reputation even further?<\/strong><\/p>\n\n\n\n It\u2019s incredibly rewarding to see Securitas recognised once again among Sweden\u2019s top 10 most valuable brands. This achievement reflects the dedication of our teams across the globe and the strength of our core values of integrity, vigilance, and helpfulness. But we\u2019re not resting on our laurels. The biggest opportunity lies in further deepening our connection and partnership with clients and communities. We\u2019re constantly evolving from a trusted security provider to a Since bringing STANLEY Security into the fold, Securitas has evolved into a more tech-driven business. How is this transformation changing the way you connect with clients and deliver long-term value?<\/strong><\/p>\n\n\n\n The acquisition and integration of STANLEY Security accelerated our shift toward technology-enabled services and solutions and has helped us as a leader in security technology and intelligent security solutions. Today, our conversations with clients are about solving holistic and complex security challenges through technology data, AI, and predictive analytics and platforms like \u2018MySecuritas\u2019 are central to this transformation. This digital-first approach not only enhances transparency and responsiveness but also enables us to co-create solutions with clients, tailoring services to their evolving needs. It\u2019s about delivering value that\u2019s proactive, not reactive, something our clients value.<\/p>\n\n\n\n Brand Finance\u2019s research shows Securitas is a highly credible name in the security industry. How intentional has your approach been in maintaining that standing, and what do you see as the key to protecting it in the years ahead?<\/strong><\/p>\n\n\n\n Credibility isn\u2019t something you claim, it is something you earn and protect every day. At Securitas, we\u2019ve been deliberate in building and maintaining trust for more than 90 years, creating a foundation that endures. It starts with clarity: our brand architecture, naming conventions, and visual identity are all designed to reinforce a unified, professional, and human-facing brand experience. We try to limit our sub-brands and fragmented messaging because we know that consistency is key to trust and credibility. We also embed governance into everything we do, and we measure insights performance rigorously, using KPIs to track effectiveness and course-correct when needed. Finally, we conduct regular brand audits to identify gaps in tone, experience, and representation. The key to protecting our credibility lies in staying relevant and transparent. That means continuing to invest in thought leadership, client-centric innovation, and digital transformation. It also means listening, really listening, to our clients and employees and adapting with agility. In a world of rising complexity and noise, credibility will come from being clear, consistent, and deeply connected to our purpose.<\/p>\n\n\n\n Your ambition to help the world \u201csee differently\u201d brings together people, technology, and purpose. How are you putting that vision into practice today, and what does it mean for the way clients and employees experience the brand?<\/strong><\/p>\n\n\n\n \u201cSee a different world\u201d is more than a tagline; it\u2019s a mindset. It challenges us to reimagine what security means in a world of constant change. For clients, it means experiencing Securitas as a proactive partner who anticipates risks and delivers tailored solutions. For employees, it\u2019s about feeling empowered, valued, and connected to a purpose that goes beyond protection. It\u2019s about creating safer, smarter communities. We\u2019re embedding this vision into everything we do - from our digital platforms and client journeys to our internal culture and leadership development. This is reflected in our marketing, our service design, Can you say a little about the future? How do you actively manage the brand to keep it relevant, competitive, and trusted in such a rapidly changing security landscape?<\/strong><\/p>\n\n\n\n The future of brand management at Securitas is about staying ahead of change while staying true to who we are. We operate in a landscape shaped by rising global tensions, rapid technological advancement, and shifting client expectations. To remain relevant and trusted, we actively manage the brand through a combination of governance, agility, and purpose. Our heritage and strong local presence keep us anchored and close to our clients and markets. Also, with the rise of AI and user-generated content, we\u2019re doubling down on training and governance to ensure our brand is represented with clarity and care. Ultimately, brand relevance comes from living our purpose. To see a different world is a call to action. It guides how we innovate, how we engage clients, and how we empower our people. That\u2019s how we stay competitive; not by chasing trends, but by leading with meaning.<\/p>\n\n\n
strategic and trusted partner in intelligence-led safety. That means amplifying our brand position as thought-leaders, refining our storytelling and value proposition, and ensuring that every touchpoint, whether they are physical or digital, reinforces our purpose and value. We\u2019re also investing in brand consistency across markets,
so that whether you\u2019re in Stockholm or Santiago, you will recognise and receive the Securitas experience and value you expect.<\/p>\n\n\n\n
and our innovation roadmap. Ultimately, it\u2019s about making security human, intelligent and transformative, and putting people first. As with many other things in life, the more we practice \u201cseeing a different world\u201d and using it actively in our communications and
marketing, the more real it feels and the better we become at translating it into client and employee value.<\/p>\n\n\n\n
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