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Viria Security Oy is one of the largest security companies in Finland, offering a full range of security services from locking and surveillance systems to cyber security. A compelling marketing concept was developed for the new Viria brand, serving not only its launch but also providing tools for the long term.

Starting point

Viria is a leading expert in corporate security and information management. Several diverse companies had been acquired within the group, prompting the decision to leave behind the old brands. Our aim was to craft a unified narrative under the Viria umbrella. However, as a new brand in its own right, Viria needed to clarify its core identity. It was crucial to establish a cohesive direction for all brands, considering that customers rely on Viria for comprehensive digital and physical security solutions. This distinctiveness sets Viria apart from other players in the industry, a trait we aimed to reflect in the brand.

Viria

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Method

We conducted a rapid series of workshops with Viria employees, delving into the brand's history, defining their key buyer personas, and subsequently mapping out the buyer journeys of each persona with their actions, touchpoints, and opportunities.

During the workshops, we recognized the importance of occasionally stepping into the customer's shoes. We pondered questions such as: Why do customers need Viria? What motivates people to purchase the company's services? How does Viria position itself relative to its competitors? By exchanging perspectives from customer-facing roles to leadership levels, we quickly found a common thread guiding our efforts. As insights were shared, things began to fall into place, bringing us closer to understanding Viria's story, its unique competitive advantage, and its essence.

Solution

The most crucial and distinguishing factor for the buyer personas was that following acquisitions, Viria is the only company in the market capable of offering a comprehensive range of services to enhance the security of an entire company. Often, companies address cybersecurity and security technology separately. Viria aims to and is capable of providing all security services under one roof, spanning from firewalls to log management, and from access control to camera surveillance. If any single aspect fails, the entire system becomes vulnerable. Hence, security must be approached holistically.

The creative solution, with its messages and visuals, is based on this very idea. It's no use having a door secured with three locks if someone can simply enter through a window. The chosen approach revolves around conveying the message through recognizable security-related objects. It's an effective method to explain less familiar concepts through familiar items. Especially when it comes to cybersecurity, conveying information visually can be challenging. Security is a complex interplay of various factors, where the overall context is what truly matters.

Our client says

The way the brand was developed felt incredibly effective. Sales was closely involved, allowing for various perspectives to be exchanged. We gained tools that will support our marketing efforts for a long time to come.

Tiina Nieminen Communications Director, Viria Oy
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Antti Tolonen Managing Director antti@blinkhelsinki.fi 050 348 0347