HKC Security has made a strategic move to propel its brand forward by welcoming Damian Lloyd as its first dedicated Marketing hire. SJUK takes an exclusive look at the integrated security solutions provider’s new branding and hears more about its future plans.

Joining the team in December 2023, Damien brings a wealth of experience honed through senior marketing roles with some of the UK’s most recognised names, including E.on, Centrica, SSE, Tesco/One-stop, Lloyds Pharmacy and AAH Pharmaceuticals.

Damien’s track record demonstrates a passion for building and optimising marketing capabilities across diverse industries.

Throughout his career, he has consistently spearheaded initiatives that leverage innovative technologies to drive business growth and revolutionise the customer experience.

At HKC, he will work closely with Managing Director Paul Fitzgerald to develop and execute a comprehensive marketing strategy.

His focus will encompass a broad spectrum, including product marketing, brand development and customer communications.

Additionally, he will oversee digital and social media marketing efforts, events, and public relations, collaborating with colleagues across the ASSA ABLOY Group to elevate the HKC brand within the security landscape.

This strategic appointment signals HKC’s commitment to a data-driven, customer-centric approach. “Damian’s expertise in delivering powerful marketing projects will be key in amplifying brand awareness, cultivating stronger customer relationships and ultimately propelling HKC’s continued success,” says Managing Director, Paul Fitzgerald.

Brand refresh

Established in 1990, HKC is a trusted brand for professional installers in both Ireland and the UK providing electronic wired and wireless intruder alarm equipment.

HKC manufactures a complete range of feature rich intruder equipment with consistent programming and excellent technical support.

Installers also have access to the SecureComm Cloud Solution supporting both end and Installer apps. 

Commenting on the brand re-fresh, Damien says, “the old brand had become tired and needed an identity that better reflected the HKC’s values and products.”

The decision was also driven by the development of new products, which would need new packaging to align with the company’s new identity and reflect its future.

This includes the removal of the Abloy element from the HKC logo. As Damien explains, “HKC has changed into what’s known as a ‘soft endorsed brand’, which means we’ll still have a strap somewhere on our collateral, but we’re creating our own identity.”

Paul continues, “we were looking at the development of these new products and teasing out what they were going to look like and how they were going to be packaged. 

“It was clear that the packaging needed updating so that the old and the new could be distinguishable on the shelf of the distributor.

“In so doing, we started to look at the complete picture, with the brand refresh breaking out into all the other facets and actions for growth over the next six to 12 months: new products, new branding, new packaging, a new message, the social, the marketing and the effort that the team is putting in to refresh website. That branding piece is at the core of it all.”

You will notice the Abloy element has been removed from the HKC logo. “We have changed into what’s known as a soft endorsed brand; what this means is we will still have a strap somewhere on our marketing collateral, but we have our own identity, Damien explains.

“The move, which has been made with ASSA Abloy’s full support and blessing, “gives us the best of both worlds.”

“We’ve got autonomy and the freedom to explore the HKC brand, while still being aligned with a the Abloy UK brand and leveraging the additional tools and resources that come with operating under the big ASSA Abloy umbrella and the synergies that sit within that business too.”

New products

“We’ve got a lot of things on the boil now with the brand and new products. It all leads on from what I said in my original Head-to-Head article in the January 2024 edition of Security Journal UK, where I was talking about “steering the ship” and doing things differently in terms of people and responsibilities.

With Damien in place as our marketing lead, our short-term goal is executing on what we had planned.

We’ve got a new external siren product and control panel hub, with 4G connectivity to our cloud environment scheduled for a summer release, with more to come in early 2025.

In the short term the goal is to execute on these plans and get back in touch with the market, our competitors and service our customer base.

Paul finishes by say that in the longer term, the company aims to further expand the portfolio and play reliably in new markets, including education and retail with a focus on marketing synergies and potential integrations with ASSA Abloy “by working with our Abloy to develop next generation products in the upper end of the commercial space.”

Watch this space.

This article was originally published in the May Edition of Security Journal United Kingdom. To read your FREE digital edition, click here.