As its 65th birthday approaches, Guardian Protection Services, Warrendale, Pa., has refused to “act its age” and rest on its historic laurels. In 1950, Guardian Alarm Systems of Pittsburgh Inc., the former identity of Guardian Protection Services, was solely focused on the installation of security systems for jewelry stores. The name and the breadth of services offered both changed in 1975, when current CEO, Russell Cersosimo, bought the business and created Guardian Protection Services. Fast forward by 40 years, and the company was ready for another facelift, Cersosimo shared.
Rebranding is often a good way for a company or business to reintroduce itself to the market, but it has to be done right. “You don’t want to create bad change, obviously, nor do you want to make a change, just to say you made a change for change’s sake. What you want to do is make a real mark when you change your brand,” said Joe Lininger, vice president of marketing. He added, “We all asked ourselves, ‘Who are we?’ and ‘Where are we going as a company?’”