Who & what are they?
Three established security brands, one unified identity, and a scattered digital presence that needed consolidation.
When Argenbright Security Europe Limited (ASEL) acquired three other security companies, they approached us to deliver a brand unification strategy and clean up their online presence to consolidate the new brand and eliminate confusion. Our long-standing relationship with Amberstone Security provided an excellent foundation for us to execute this brand unification.
ASEL designs, develops and delivers fully bespoke data-led security solutions, including manned guarding, drone services, perimeter security and temporary security for events. Partnering with clients in retail, aviation, leisure and hospitality, government agencies and critical national infrastructure, ASEL specialises in risk modelling to offer revolutionary solutions that make communities safer.
The Goal
Our goal was to consolidate four security brands into one powerful, unified identity while preserving hard-won SEO authority and ensuring clients could find ASEL wherever they looked.
Specific objectives:
- Unify the brand story: Define clear messaging and establish a public narrative that positioned four legacy brands under the ASEL umbrella, demonstrating growth and stability rather than disruption
- Comprehensive citation audit: Review and update all online listings across directories, review sites, job boards, and business listing platforms to reflect the new brand identity
- Preserve SEO equity: Ensure all legacy brand authority was transferred to ASEL with minimal ranking losses
- Competitive intelligence: Monitor competitor activity to identify missed opportunities and claim unclaimed listings
What we did
- We began by defining the unification messaging, then distributed a PR announcement and created supporting content for the website and social channels
- We conducted keyword research to understand search volumes for brand-related terms and identify who was actively searching for the legacy brands
- Meta descriptions and page titles were updated across the site to align with ASEL’s new brand identity, then benchmarked the website to establish its position in search results
- A comprehensive technical audit identified outdated URLs and broken site architecture, which we restructured to eliminate dead links and consolidate content
- We systematically updated business listings to ensure consistent NAP (Name, Address, Phone) data, logos, and brand messaging
- For citations we didn’t control directly, we reached out to partners, suppliers, and third-party websites to request updates