Parents! In today’s digital age, it’s crucial to equip our children with the knowledge and skills to stay safe online. Here are ten essential tips to teach your children, empowering them to navigate the digital world while protecting their well-being and giving you peace of mind!
1) Keep all your personal information private: Never share your full name, address, phone number, school name, or other sensitive details online, especially with strangers. (Even friends you’ve made online can be ‘strangers’ because all you may have seen of them is a pic, and that can be faked.)
2) Create strong and unique passwords: Use passwords that are not easy to guess and avoid using the same password for multiple accounts. You can use a combination of letters, numbers, and symbols. Randomly change them from time to time as well. Ask your parents to help you.
3) Think before sharing: Be cautious about what you share online, whether it’s text, photos, or videos. You must always consider the potential consequences and respect others’ privacy. (What you share online is potentially open to EVERYONE online, particularly in the hands of the wrong people!)
4) Be mindful of online ‘friends’: Be skeptical of online friendships and only connect with people you know in real life and trust. Do not share personal information or meet online friends in person without parental permission. (You never know who you might be ‘meeting’!)
5) Recognize and report cyberbullying: It is very important to treat others with respect online, and you should be treated respectfully as well. If you identify signs of cyberbullying, report the case to a trusted adult or authority figure.
6) Avoid suspicious links and downloads: Do not click on unfamiliar links, do not download files from unknown sources, or open email attachments from strangers. Such actions could lead to malware infections or identity theft. If you are unsure about links and files, ask your parents for help.
Executive protection agents play a pivotal role in safeguarding the lives, families, and reputations of ultra-high-net-worth individuals (UHNW), C-Suite executives, and celebrities. These prominent figures often lead very demanding lifestyles, and face unique security challenges due to their high-profile status, which necessitates the presence of professional protectors. To add to that, they have personal traits, unique preferences, and their day-to-day needs as well. While the primary responsibility of an executive protective team is to ensure the safety and well-being of their clients, it’s also essential for protective agents to adopt a customer care approach when working with these individuals.
In the realm of protective agents who cater to these individuals, the need for a customer care approach cannot be overstated. To maintain the working relationship, provide for the requirements of the clients, and keep the contracts for employment, it requires a tedious balance of strict procedures and a “can do” customer service mentality. Unlike conventional security roles, protective agents working with this caliber of clientele must understand the unique demands and expectations of their clients, ensuring their safety while providing exceptional service.
One thing that we must clarify is the misconception and the belief that providing executive protective services with a customer care approach means that your efficiency as a security provider is low. No, taking into consideration client’s needs, wants and unique expectations doesn’t necessarily mean you are lowering your protective services. Knowing the balance between the two is the key. And the new or misled agent whose mantra is always, “That’s not security’s job” when asked to provide that “go the extra mile” service, will find themselves unemployed rapidly if they can’t adapt to the protection vs service matrix that is unique to each client. No two situations are the same.
Adopting a customer care approach means treating the client as a customer and providing them with excellent service, just like any other business. It involves listening to their needs and concerns, communicating clearly and effectively, and addressing any issues or challenges promptly and professionally. And always keep in mind, while providing care, there will be some circumstances to address when it comes to maintaining this care and yet not compromising the strict security protocols keeping the client, staff, or their family safe.
One critical aspect of a customer care approach (and executive protection services) is maintaining confidentiality. UHNW individuals, C-Suite executives, and celebrities often have personal traits and sensitive personal and professional information that they do not want to be disclosed publicly. Protective agents must be trusted to keep this information confidential and always protect their client’s privacy. With this trust comes an enormous amount of responsibility to use strict discretion and maintain the insulation of their private lives from scrutiny.
Protective agents must also be adaptable and flexible in their approach, as every client’s needs and preferences can differ greatly. For example, some clients may prefer a highly visible security presence, while others may prefer a more discreet approach. Some may require a high level of personal interaction, while others may prefer to keep their distance. Quite a number of corporate figures demand a nearly “hands-off” approach which requires that their security team understand the low profile, or “covert” EP model for their agents.
Customer care refers to the practice of understanding and meeting the needs and expectations of your clients, focusing on their satisfaction and well-being. Traditionally, this approach has been associated with businesses and service industries, but it holds equal relevance in the realm of protective services. By adopting a customer care mindset, while not compromising the needed layers of security, a professional protective agent can provide personalized attention and support, enhancing the overall client experience. Executive protection service providers who adopt a customer care approach when working with this specific line of clientele can reap several benefits. By delivering personalized and exceptional service, executive protection companies (or agents) can enhance their reputation, attract new business opportunities, differentiate themselves from competitors, increase revenue, and foster long-term partnerships. In an industry where the combination of security protocol, trust, and satisfaction are paramount, prioritizing the client’s needs and preferences is key to success.
The unique demands of UHNW individuals, C-Suite executives, and celebrities
UHNW individuals, C-Suite executives, and celebrities are often subject to intense scrutiny, invasive media coverage, and potential threats from overzealous fans or even dangerous individuals. The nature of their very lives, such as corporate posture, public appearances, high-profile events, decision-making, or traveling, increases their vulnerability. Consequently, they require protective agents who not only ensure their physical safety but also understand the intricacies of their lifestyle, preferences, and privacy concerns and can adapt to their needs accordingly.
The importance of a customer care approach
Building Trust and Rapport: By adopting a customer care approach, protective agents can foster trust through open communication, empathy, and a genuine concern for the well-being and the daily life operations of their clients. This trust forms the foundation for effective protection and allows clients to feel comfortable and secure in their presence. And a professional agent also must understand the balance between “Friendly, not friends”. This mindset is sometimes the most difficult for new agents to fully understand and implement properly. Excellent customer service can be provided and their unique needs satisfied without losing perspective in the overall dynamic of “Employer vs employee”.
The need for tailored services to individual needs
Each client has unique requirements based on their personal circumstances, schedules, and preferences. By actively listening to and understanding their specific needs, protective agents can customize their services accordingly. Tailored executive protection services are necessary to address unique security threats, offer flexibility, minimize disruption, and build trust and confidence between the individual and the security team. An agent with a creative and “can do” mindset is a must. Every day may present challenges and we must rise to meet them with overall customer satisfaction in mind.
Managing Public Perception
UHNW individuals, C-Suite executives, and celebrities often rely on their public image for personal and professional success. One seemingly innocent blunder can do irreparable damage. Protective agents who adopt a customer care approach must do all they can to assist in managing public perception by ensuring privacy, coordinating with media teams, and handling public interactions with professionalism and discretion. “Perception is reality” is so true, particularly in today’s society. How the public views you rapidly becomes who you are, what you are, and they can be merciless. Any mistakes, no matter how little, are viewed quite critically, and repairing mistakes made takes time or may not be correctable at all. A professional protective agent must always stay ahead of possible damaging or embarrassing moments. Maintaining this type of proactive approach helps safeguard the client’s reputation and minimizes potential risks associated with public exposure.
Another aspect of a customer care approach is being proactive and anticipating the client’s needs. This means being attentive to their surroundings, identifying potential risks or threats, and taking appropriate measures to prevent them from happening. Executive protection agents with a strong focus on customer care prioritize the safety of individuals by diligently examining potential risks and adjusting their strategies accordingly. Through the acquisition of in-depth knowledge about their clients’ routines, preferences, and potential threats, these agents are able to proactively anticipate and effectively minimize risks. Many of these can be, and quite often are, the direct result of their clients’ specific lifestyle, protective needs, or selective wants. By employing this approach, an ever-conscious agent can create a secure and productive environment while minimizing any disruptions to their clients’ everyday activities.
Providing Emotional Support
Clients often face emotionally demanding circumstances stemming from heightened public attention, personal or professional setbacks, or security incidents. Emotional understanding and empathy are crucial at these times. Protective agents who embrace a customer care mindset go beyond physical protection by providing needed emotional support. They serve as trustworthy confidants, lending a compassionate ear and offering stability during difficult moments due to the trust and, and faith that the clients place in their agents.
In the realm of protective services for UHNW individuals, C-Suite executives, and celebrities, adopting a customer care approach is indispensable and can be considered part of your ‘risk mitigation’ approach. To provide effective protection, protective agents must be skilled in risk assessment, threat detection, conflict resolution etc., However, they must also possess excellent communication and interpersonal skills to be able to establish and maintain a positive and trusting relationship with their clients. By prioritizing trust, tailoring services, managing public perception, mitigating risks, and providing emotional support, protective agents can deliver comprehensive and holistic protection to their clients. The customer care mindset fosters long-term relationships, enhances client satisfaction, and reinforces the vital role of protective agents in maintaining the well-being and security of UHNW individuals, C-Suite executives, and celebrities.
How many times throughout history has an entire army successfully protected their ruler from repeated assassinations, attacks from foreign armies, and attempted coups, only to have their leader be killed by a close and trusted aide?
When a decision is made to provide security for a principal, (regardless of who makes the decision), the process eventually involves a professional security expert providing an overall assessment of risk and liability exposure and offering some thorough, upgraded plans for implementation using a combination of personnel, vehicles, technical equipment, etc. After a couple of weeks (Or sometimes longer) of planning, interviews, route studies, communications enhancements, and team coordination exercises, the new team is ready.
Every contingency is planned for, all the implementations in place, and once every family and household staff member investigated and interviewed, the principal is safe….Except for the gaping hole in the plan that somehow missed the maid’s addiction to gossip, or the butler’s gambling habits, or the house manager’s jealousy of anyone who is closer to the principal that he/she is. Additionally, the principal’s wife has never been coached on using caution when posting on social media, or the itinerary/ travel plans she discusses with her friends, and the nanny has no clue how to avoid exposure to risks in public or how to identify a suspicious person or environment.
Nobody considered the more reasonable expectation of teaching the family and staff to read the environment, recognize potential risks to the principal or household, avoid the risks, and properly communicate the conditions to the security team. Household personnel, including domestic helpers, babysitters, gardeners, and maintenance workers, play an integral role in our clients’ daily lives. And because of this close, or intimate, relationship that the family and household staff have, their innocent lack of security awareness can unknowingly expose their homes and loved ones to potential risks. By drawing attention to the numerous security threats faced by households today, we emphasize the need for comprehensive training programs.
Photo by Miquel Ferran Gomez Figueroa on Pexels.com
Highlighting common risks such as burglary, trespassing, identity theft, and medical emergencies, we can illustrate the potential consequences of negligence or ignorance. Attention-grabbing statistics, news headlines, and real-life examples can effectively emphasize the relevance of security awareness for household personnel. In 2008, we created Nannyguards because we saw the gap between the nannies of the UHNW families and their security teams, and we wanted to educate nannies in security and situational awareness. Over the years, the program has received so much attention and has been so effective that even principals and their spouses are attending the classes with members of their childcare staff.
Think it is too difficult or time-consuming to train the household personnel?
Ask yourself….Are you aware of how much of your principal’s information is available to family members, staff, friends, employees, clients, service people, and even social event attendees?
Valuable and sensitive information about the principal’s personal life, movement, business-related details, finances, health, and various other exposures are all at risk of disclosure by anyone who might benefit from doing so. Even the best security team can’t control all the exposure points, but a well-trained staff and supportive family can significantly lessen the risk of exposure. Comprehensive education is a must to recognize the signs of someone who, with the means and motivation, might take advantage of their knowledge of the principal.
Another important consideration is that, in many cases, the protective team or an individual Close Protection Operative is not part of the inner family dynamic and therefore required to live outside the principal’s home resulting in not only being out of reach but out of earshot of the domestic conversation.
Lastly, a maid, butler, cook, nanny, or driver can inadvertently sabotage an otherwise perfect security plan with the click of a mouse or the tap on an app of a cellphone. Social media enables the most innocent or mundane photograph or statement to compromise the principal’s safety or security. Photographs can show not only addresses, clothing styles, identifying tattoos, license plates, and habits but, through analysis of the image, can identify locations through geo-tag, and even times and dates of photographs. As you are becoming aware, proper vetting of the staff is only part of the security equation.
Engaging the interest of household personnel is crucial in fostering a sense of responsibility towards security matters. By highlighting the positive impact their role can have on maintaining a safe household environment, we can motivate them to actively participate in security training initiatives. Nurturing a desire for security awareness training among household personnel involves emphasizing the valuable skills and knowledge they can acquire through such programs. By highlighting how training can enhance their competence and professionalism, we tap into their intrinsic motivation to excel in their roles. By illustrating scenarios where security awareness training could have prevented mishaps, criminal activities, or enabled quick, effective responses can help them recognize the importance of being prepared.
Establishing a structured training program that covers all the necessary security-related topics, such as access control, emergency response, surveillance systems, situational awareness, cybersecurity, etc., is crucial for household personnel. Quite often, they are blissfully unaware of the potential dangers and risks that they are surrounded by and merely need some clear instruction on the topics to become efficient.
The security of your clients’ homes and their loved ones relies not only on advanced technological systems and physical security teams (and RST) but also on the awareness and preparedness of household personnel. By investing in their security education and training, you can create a safer and more secure environment for your clients.
Looking for specialized security training for household personnel? Contact LeMareschal today!
Are you and/or your client planning a trip to Greece this summer? Look no further than LeMareschal for a wide range of travel security services tailored to your needs, whether it’s for leisure or business. Our esteemed Travel Security and Logistics department is dedicated to ensuring your safety and convenience throughout your journey.
Rely on our expertise to recommend safe and remarkable destinations, supported by comprehensive intelligence reports and prompt threat alerts. Additionally, we offer top-notch residential security and protective teams, guaranteeing your peace of mind during your stay. When it comes to transportation, we offer secure options, including our impressive fleet of Mercedes vehicles. Choose from the elegant Mercedes S-Class or comfortable C-Class, spacious V-Class, versatile Vito, and Sprinter Vans.
But that’s not all—we go above and beyond to provide unrivaled airport concierge and meet-and-greet services. Our dedicated personnel will greet you at the aircraft door and swiftly and safely escort you through customs, ensuring a seamless transition to your waiting driver outside the airport. Also, at LeMareschal, we prioritize your well-being. That’s why we can provide emergency support and medical assistance, ensuring you have the necessary resources and care in case of unforeseen circumstances.
Our LeMareschal team is committed to delivering an unparalleled travel experience, leaving you free to immerse yourself in the beauty and excitement of Greece.
Do you want to learn more about what a travel security and logistics company can offer you?
A travel security and logistics company catering to High Net Worth (HNW), celebrities, and C-suite executives can offer a wide range of specialized services to ensure their safety, convenience, and peace of mind during their travels. Some of the key offerings typically provided by such companies include:
Threat Assessment and Intelligence: Conducting comprehensive risk assessments, including destination analysis, security threat evaluation, and intelligence gathering to provide executives with up-to-date information on potential risks and challenges in their travel destinations.
Protective Services: Providing highly trained and experienced protective teams who are skilled in personal security measures. These teams ensure the safety and well-being of executives throughout their journey, including secure transportation, secure accommodation, and close protection services.
Secure and Luxury Transportation: Arranging secure and luxury transportation options, such as luxury vehicles or executive-class vehicles with professional drivers, ensuring executives can move safely and efficiently between locations.
Travel Planning and Logistics: Assisting with itinerary planning, travel bookings, and logistical arrangements to ensure seamless and hassle-free travel experiences for executives. This can include flight arrangements, hotel reservations, ground transportation, private yachts, and any necessary visa or documentation support.
Emergency Response and Crisis Management: Offering 24/7 emergency support services, including crisis management protocols, rapid response capabilities, and coordination with local authorities to address any unforeseen events or emergencies that may arise during your travel.
VIP Services: Offering VIP concierge services, including personalized assistance, meet and greet services, and access to exclusive amenities and experiences, tailored to the unique preferences and needs of HNW, Celebrities, and C-suite executives.
Our LeMareschal Travel Security and Logistics services are designed to provide a comprehensive and customized security and logistics solution specifically tailored to the requirements and expectations of HNW, Celebrities, and C-suite executives, ensuring their safety, comfort, and efficiency throughout their journeys.
Contact us today to discover how we can elevate your journey to new heights.
”Protecting the children of the rich and famous is not a new thought process. Since the dawn of time, rulers, warriors, and leaders of men have always assigned protectors to their children. They realized that they were their most prized possession and must be safeguarded at all costs, whether to carry on their legacy, continue a royal bloodline, and because they were the very essence of their lives. And for those who have been in our industry long enough, they have experienced, at some point in time, working with the children of their clients as well.
However, as the clientele and threats are changing, we see more and more families with extreme wealth or celebrity status needing specialized protection for their little ones. The children of the rich and famous are born into a world of privilege and opportunity, but with that privilege comes a unique set of dangers and challenges. Most of these children, due to their parent’s highly overt status and being constantly in the public eye, they are vulnerable to a wide range of threats. And we can all agree that the threats these children face today have evolved and become more complex than ever before…”
Nannyguards, a training and service provider focused on child protection and family safety, is proud to announce that it was one of the 80 small businesses selected by the Meta Boost 2023 Leaders Network to visit Washington D.C. on April 27, 2023, and discuss the challenges and privacy issues facing small businesses, with policymakers.
Along with five other businesses representing the state of Washington – Success Bully, Tin Hut, Finally Social, JJ Caprices, and PhotoPad – Nannyguards had the pleasure of being welcomed by Senator Maria Cantwell, Senator Patty Murray, and Congresswoman Suzan DelBene’s offices to discuss our respective companies and the overall P future of small business and privacy issues.
As a participant in this important discussion, Nannyguards was able to share its perspectives on small business privacy and the impact of regulatory changes on its operations. The company was also able to learn from the experiences of other small organizations and gain insights into potential policy changes that could impact its industry.
“We are thrilled to have been selected by the Meta Boost 2023 Leaders Network to participate in this important discussion,” said Denida Grow, founder at Nannyguards. “As a small business, we understand the importance of protecting our customers’ privacy and ensuring that any regulatory changes take into account the unique needs of small entities like ours.’’ ‘’This experience has given us valuable insights and connections that we will use to continue our efforts to protect our clients’ privacy and safety,” said Chris Grow, co-founder at Nannyguards.
Meta Boost 2023 Leaders Network in Washington D.C. is a Meta event that allows companies from around the country to advocate for small businesses and promotes their success through policy change and awareness efforts. This visit to Washington D.C. was a part of its ongoing efforts to raise awareness about the challenges facing these small businesses and to advocate for policies that support their success.
Parents! You REALLY need to start paying attention: Children and teenagers should be taught that their safety should be a top priority for them. As they navigate the world, and whether they are at home, school, or out with friends, it’s important to be aware of potential dangers and to take steps to stay safe.
Do you want to keep your children safe? Start with these simple steps:
1. Help your children develop safe habits online: As children and teenagers spend more time online, it’s important for them to develop safe habits on the internet. This includes being cautious when opening unknown websites, never sharing personal information, avoiding strangers online, and being aware of potential online scams. They need to always feel safe to report to you if someone or some organization is contacting them or harassing them online.
2. Teach them how to behave when they are out in public: It is important for them to be aware of their surroundings. You should always know where they are going and advise them to use well-lit public streets. If they feel uncomfortable or threatened, teach them to listen to and trust their gut instincts and remove themselves from the situation as soon and safely as possible. Don’t accept drinks or treats from strangers and never leave their drink unattended.
3. Show them how to seek help: Guide them on procedures for how to seek help when they believe someone is following them or they are in dangerous circumstances. Help them learn what a safe place is and how to locate one.
4. Let them know to be vocal when they feel uncomfortable: We teach our children how to behave and respect others; however, they must be reassured that it is ok for them to be vocal when someone makes them feel uncomfortable or threatened.
5. Warn them to be cautious with strangers: They should always be cautious when approached by strangers, especially if they’re alone and they should never accept rides from strangers or go with someone they don’t know, even if the person states that they know you as their parent and says it’s ok. Unless you, as the parent specifically arranged for this type of meeting and told them about it prior, then you didn’t, and they need to walk away immediately.
6. Talk to them about predators and their behavior: Talk to your children about sex predators and show them pictures of registered offenders in your area. Ask them to inform you if they see any of these individuals, or if they have been attempting to contact them.
7. Have them memorize their emergency contact information: It’s important for them to know emergency contact information such as their parents’ phone numbers and home addresses (including work phone numbers and addresses).
8. Practice different scenarios with them: Children of all ages should learn how to react in different scenarios so that they can protect themselves in dangerous situations.
9. Encourage them to communicate with you and other trusted adults: They should always know to communicate with their parents or other trusted adults when they’re going out or planning activities. This can help ensure that someone knows where they are and can help locate them if they need assistance. They also need to feel comfortable to disclose something unsettling or if someone is making them feel uncomfortable. Maintain open communication with your children and know how to listen to them. Trust them and keep calm. If they feel that you will react angrily or in a negative manner, they will be apprehensive about approaching you.
Tell them to report any suspicious activity to a trusted adult or authority figure. Make them understand that it is ok to ask for help if they need it. Whether it’s a trusted adult, a friend, or even a hotline, there will always be people available to listen and help if they are feeling scared or threatened.
10. Show them how to be safe at home: Teach your children to keep doors and windows locked when they are home alone. Instruct them not to answer the door for anyone they do not know and not to disclose to anyone, on the phone, that they are home alone. Teach them how to use the phone and how to call for help in case of an emergency. Have phone numbers such as police, fire department, and emergency medical services in a safe and easy-to-access place. In many countries, these emergency services have different numbers to reach them.
Parents, you have a vital role in helping your children and teenagers develop safe habits and providing guidance when needed. Want to learn more? Contact Nannyguards today!
”SAN FRANCISCO – The former chief technology officer of Square and chief product officer of MobileCoin Inc. was stabbed and killed Tuesday in San Francisco, according to Bloomberg. Bob Lee, 43, of Mill Valley was found wounded around 2:30 a.m. on the 400 block of Main Street, police said.” read more here
This incident adds to the many cases we have seen of people of significant position or wealth who do not have security with them and get attacked.
LeMareschal offers a comprehensive range of protective and intelligence solutions to help protect our clients, their assets, and their reputation. Our team of highly experienced and knowledgeable professionals can assess risks, provide strategic advice, and develop tailored security and protection plans to ensure the safety and security of our clients. We also provide investigative services to help identify potential threats and provide an in-depth analysis of risks. Our protective intelligence solutions are designed to help our clients protect their personnel, assets, and reputation from a wide range of risks. Contact Us Today to find out!
An increasing number of top corporations and HNW/UHNW offices are turning to Boutique Security Companies. Firms that will provide everything that is necessary to facilitate their lives, families, and businesses. They’re not your ‘run-of-the-mill’ security companies, something much better. They are highly skilled, acutely focused on their client’s unique needs/wants, and will provide a level of expertise and service that is exquisite. There are many specific factors that make these boutique security services a more attractive and effective option for clients seeking specialized and personalized security solutions.
Let’s lay the facts on the table and see why:
Boutique security providers, when operated professionally, are more viable for several important reasons.
👉 First, these companies, to be highly competitive, will be more flexible and agile in their approach, allowing them to uniquely customize their services to meet the specific needs or desires of their potential clients. Essentially, this enables them to offer a more personalized and attentive service structure, with a greatly increased focus on individualized solutions and benefits. Though, at times, this will come with a price, if the company has honed their services and skill sets, the potential client will rest easy knowing they will be provided the utmost care and protection.
👉 Secondly, boutique security firms, due to the high levels of skills and services offered, come at a premium cost, often resulting in a distinctive client base. This translates into their ability to dedicate increased resources and attention to each client. This, in turn, will also result in a high level of expertise and quality of service, as well as quite responsive and effective communication. Also, though they tend to be smaller in overall size, it never diminishes the value but, instead, means the value of each and every one of their clients is of paramount concern, thus their clients receive the watchful attention they deserve. This also assures that the company providers rapidly identify needs or problems and resolve them immediately.
👉 Finally, boutique security companies are typically owned and operated by highly trained and experienced security professionals who are deeply invested in the success of their business and the safety and well-being of their client’s entire existence. This means they have a greater stake in delivering high-quality services and maintaining strong client relationships, which can result in a higher level of accountability and commitment. Their reputation and success absolutely hinge on their seamless professionalism and the services provided.
👉 Remember, these potential, high-value clients would like to receive what they paid for and more…And if they chose correctly, boutique security providers will do just that!
LeMareschal is a boutique risk management company that offers tailor-made solutions for businesses of all sizes. Our team of knowledgeable professionals is dedicated to finding the most effective strategies for your business, whatever the challenge. We believe in making sure our clients have the best possible experience, and our commitment to customer service is what sets us apart. Our team is available to provide guidance and expertise every step of the way. Let LeMareschal help you manage your risk and ensure the success of your business. Contact Us Today!
During our combined 56 years in the industry, we have seen many close protection companies making huge mistakes marketing themselves, either because they can not afford it and do it themselves (and do it the wrong way), or they choose the wrong marketing company/service to represent them and what they intended to portray to the marketable public is lost or misrepresented.
Brand management is a critical component of any successful business strategy, regardless of the industry or niche. The security industry is highly competitive, and building a strong brand can differentiate your company from the competition. Also, brand management is especially important because it can directly impact the trust and confidence that customers have in the company’s ability to provide effective security services. As one of the unique industries that can build their portfolio by ‘’word of mouth’’, how your clients feel about your services is of huge importance. Effective brand management can help close protection companies build trust with customers and establish themselves as industry leaders, setting themselves apart from the crowd.
In this article, we’ll explore some of the key principles of brand management for close protection companies and offer some practical tips and strategies for building a strong and trusted brand.
1. Develop a clear brand identity
The first step in brand management is to develop a clear brand identity. This includes creating a brand name, logo, and tagline that reflects the values and mission of your company. Your brand identity should be consistent across all marketing materials, including your website, social media, and advertising. It should also be easily recognizable and memorable, all the while maintaining simplicity. “Less is more” should be the standard. While you are choosing your brand identity always have in mind your clientele and ‘’target group’’. What reaches your audience of choice? If you are looking to attract corporate companies or C-Suite individuals, a less ‘’tactical’’ looking brand identity will definitely be more suitable.
Today we have many close protection companies providing very similar services making the competition between them fierce. Are you offering something different? Something unique? Do you have a new or improved method of service? What can you offer or provide that no one else does? If yes, build your brand management around that! In 2002, we saw the need for an agency that would train and provide placement for female close protection agents. And we used that uniqueness to set us apart to build our brand and Athena Worldwide was born. In 2008, after having worked with many UHNW families, we saw the need for a hybrid service that would combine childcare with security awareness and that is how Nannyguards was created. Both of our brands are known and have been operating internationally.
2. Define your target audience
Knowing your target audience is critical in all brand management. Your brand message should be tailored to resonate with your target audience. Whom are you attempting to reach? Who do you desire to do business with in the future? We see many close protection companies failing when it comes down to this. Many of them believe that they must (or they do) market their services to other security companies. Why would someone attempt to sell a product to its competitor? While that may be acceptable if you are looking for subcontracting opportunities, it is not if you are trying to gain new clients. Simply think, you are trying to advertise your services to companies who provide the same services! Widen your opportunities by expanding your target audience to include businesses, corporations, family offices, luxury travel agencies, luxury transportation services, placement agencies, media corporations, event production companies, etc.
Also, have in mind that your target audience may change due to the latest geopolitical circumstances or threats. For example, many corporations were in need of workplace violence mitigation during the numerous employee layoffs. There were many medical or pharmaceutical corporations that had to hire protective teams for their corporate officers during covid lockdowns. Always think ahead regarding how something that is happening currently can cause-effect, thus giving you the opportunity to reach out to new clients. Understanding the specific needs and concerns of your target audience can help you create effective marketing strategies. Another point to keep in mind is that many corporations push services or tell the potential clients what they think the client needs, rather than listening to the perceived needs and concerns of the client prior to making an assessment.
In today’s digital age, having a strong online presence is crucial. Your website should be user-friendly, informative, and visually appealing. It should also be optimized for search engines so that potential customers can easily find your company. In addition to a website, you should also have a presence on social media platforms like Facebook, Twitter, and LinkedIn. HOWEVER, always have in mind that each social media platform is different and has been designed for different users. Let’s begin with Facebook as an example. Having a presence on Facebook may be ok for a close protection company, and many close protection companies already seem to base their marketing budget and efforts on it. But let’s think for just a moment, who is your target audience? Do you really believe that C-Suite personnel or millionaires/billionaires will be found looking for their next security provider on Facebook? Brand strength and recognition amongst the HNW/UHNW circles are critical.
Let’s break down some most used social media platforms:
Twitter, Instagram, Facebook, and LinkedIn are all social media platforms, but they differ in their purpose, target audience, and features. Many close protection companies rely on them to market their services and confuse the likes and shares with potential future clientele. Maybe one post or picture of yours got 500 likes and 50 shares on Facebook, by people who can’t use or don’t need your services, what does that mean for your marketing? ZERO, absolutely zero! You spend time, and probably money, to advertise, and the likes and shares are not translated to clients. And let’s just break it down further for clarity. Who composes the majority of your “friends” on these platforms? Just because your Uncle Harry and Aunt Gertrude think you’re the most awesome thing since sliced bread does NOT translate at all in terms of the validity of your business or your service quality.
Now let’s discuss some key differences between these platforms:
a. Twitter is a social media platform that focuses on short-form, real-time communication. Users can share updates (tweets) of up to 280 characters, and these tweets can include text, images, videos, and links. Twitter is often used for breaking news, live events, and conversations on trending topics. It is popular among journalists, politicians, celebrities, and people who want to stay up to date with the latest news and events.
b. Instagram is a visual social media platform that allows users to share photos and videos with their followers. It is popular among millennials and Gen Z users who use it to share their experiences, showcase their creativity, and connect with like-minded individuals. Instagram also offers features such as Instagram Stories, Reels, and IGTV, which allow users to create short-form video content.
c. Facebook is a social media platform that allows users to connect with friends and family, join groups, and share content such as photos, videos, and links.
d. LinkedIn is a social media platform that focuses on professional networking and career development. It is used by professionals and businesses to create professional profiles, showcase their skills and experience, connect with other professionals, and search for job opportunities.
Now as a close protection company, which platform do you feel is best to reach out to your audience and create a strong brand? Most of these platforms do the polar opposite of what we should be doing-posting pictures, names, locations, and assets that do NOT belong to us and we shouldn’t be advertising!
For us, it has always been LinkedIn in combination with blogging, which we will describe soon. We have seen 25% and sometimes more, of our clients coming to us because of our LinkedIn presence.
Have in mind that whatever social media presence you choose to have, you must stay on top of it, with engaging and interesting content that will showcase your audience who you are as a company, the depth of your understanding and knowledge of the field, and what you can offer.
Blogging is a powerful tool for brand management for several reasons:
a. Establishing expertise and thought leadership: By regularly creating high-quality, informative blog content on topics relevant to your industry, you can position yourself as an expert in your field. This can help to build trust and credibility with your audience and establish your brand as a go-to resource for information and insights.
b. Driving traffic to your website: Blogging can also help to drive traffic to your website. By creating valuable, informative content that answers common questions or addresses common pain points your target audience may have, you can attract visitors to your site who are searching for information related to your brand. Any topic that sparks the inquiry regarding further services is valuable.
c. Increasing brand visibility: Blogging also increases your brand’s visibility online. By creating and sharing blog content on social media platforms, you can increase your reach and attract new followers and potential customers. The more often someone sees a great blog attached to a particular brand name, they will be more and more curious as to who you are and what you are offering.
d. Improving search engine rankings: Finally, blogging can help to improve your search engine rankings. By creating high-quality, relevant content on a regular basis, you can improve your website’s SEO and increase your chances of appearing in search results for relevant keywords.
In summary, blogging is great for brand management because it can help to establish you as an expert in your field, drive increased traffic to your website, expand your brand’s visibility, build relationships with your audience, and improve your search engine rankings. By creating valuable, informative content that resonates with your target audience, you can strengthen your brand and attract new customers OR media agencies over time. And we all know that being mentioned by a magazine or TV channel due to the performance of your security services can lead to better brand visibility and new clients. We have never paid for an advertisement, and we have had many inquiries from big media outlets to either interview us or mention our story and services.
Now, have in mind, blogging needs time and commitment, it needs you to keep a sharp eye on what is or can be the most interesting topic of the day or week that revolves around security and create great engaging content out of it. What are the people looking for? What services do they need? How can you be a perfect fit to increase your client base?
5. Focus on customer service
Customer service is an essential part of brand management for close protection companies. Providing excellent customer service can help build trust with customers and establish your company as a reliable and reputable provider of close protection services. Make sure your employees are trained to provide exceptional customer service and that customer feedback is addressed promptly. Always make sure you keep in contact with your clients and run surveys or send emails to ask how they are finding your services and if there is something to correct or take care of. LISTEN to your clients! These are not services for you, they are provided by you for them! What do THEY need? How can you improve to care for them better? Use the feedback to correct or improve your services. Mistakes happen but it will show great leadership skills and that you care for your customers if you fix whatever is wrong. Use feedback from customers to identify areas for improvement and to address concerns. Positive customer feedback can also be used as a marketing tool to showcase the quality of your services. Remember customer feedback can be a valuable tool in brand management and upgrading/improving services and products. What you think is needed may not be needed at all…Listen!
6. Consistently deliver quality service
Your brand is only as strong as the quality of service you provide. Consistently delivering high-quality close protection services is essential in brand management. Make sure your employees are vetted, well-trained, and equipped with the latest technology and equipment. Also, remember your employees can be your brand ambassadors! And don’t forget to regularly evaluate and improve your services to meet the changing needs of your customers. Keep this important point in mind: You would rather have one or two solid, well-run contracts to whom you provide amazing service and products (These customers will tell their colleagues all about you), rather than a dozen sloppily run contracts that are flailing due to lack of quality and poor customer service. (They will also tell all their colleagues about you…And it won’t be good!)
7. Leverage customer feedback
In conclusion, brand management is essential for close protection companies looking to establish themselves as industry leaders. By developing a clear brand identity, defining your target audience, establishing a strong online presence, focusing on customer service, consistently delivering quality service, and leveraging customer feedback, close protection companies can build a strong brand that differentiates them from the competition and builds trust with customers.
Denida & Chris Grow bring a combined 55 years of international experience in the Protective and Intelligence services. They are based in Seattle, WA, and run their companies LeMareschal, Athena Worldwide, and Nannyguards.
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