This article was originally published in the Brand Finance Nordic 150 2025 report
With a 12% increase in brand value in 2025, Securitas has reinforced its standing among Sweden’s top 10 most valuable brands. Rooted in a legacy of trust and credibility, the brand is evolving rapidly, shifting from a traditional security provider to a technology-driven, intelligence-led partner.
In this spotlight interview, we explore how Securitas is redefining security through innovation, consistency, and purpose, while keeping people and communities at the heart of its mission.
Interview with Elizabeth Fjellerup
Group CMO and Head of Brand
Securitas AB
Securitas has maintained its position among Sweden’s top 10 most valuable brands with a 12% brand value increase in 2025. Where do you see the biggest opportunities to take the brand’s reputation even further?
It’s incredibly rewarding to see Securitas recognised once again among Sweden’s top 10 most valuable brands. This achievement reflects the dedication of our teams across the globe and the strength of our core values of integrity, vigilance, and helpfulness. But we’re not resting on our laurels. The biggest opportunity lies in further deepening our connection and partnership with clients and communities. We’re constantly evolving from a trusted security provider to a
strategic and trusted partner in intelligence-led safety. That means amplifying our brand position as thought-leaders, refining our storytelling and value proposition, and ensuring that every touchpoint, whether they are physical or digital, reinforces our purpose and value. We’re also investing in brand consistency across markets,
so that whether you’re in Stockholm or Santiago, you will recognise and receive the Securitas experience and value you expect.
Since bringing STANLEY Security into the fold, Securitas has evolved into a more tech-driven business. How is this transformation changing the way you connect with clients and deliver long-term value?
The acquisition and integration of STANLEY Security accelerated our shift toward technology-enabled services and solutions and has helped us as a leader in security technology and intelligent security solutions. Today, our conversations with clients are about solving holistic and complex security challenges through technology data, AI, and predictive analytics and platforms like ‘MySecuritas’ are central to this transformation. This digital-first approach not only enhances transparency and responsiveness but also enables us to co-create solutions with clients, tailoring services to their evolving needs. It’s about delivering value that’s proactive, not reactive, something our clients value.
Brand Finance’s research shows Securitas is a highly credible name in the security industry. How intentional has your approach been in maintaining that standing, and what do you see as the key to protecting it in the years ahead?
Credibility isn’t something you claim, it is something you earn and protect every day. At Securitas, we’ve been deliberate in building and maintaining trust for more than 90 years, creating a foundation that endures. It starts with clarity: our brand architecture, naming conventions, and visual identity are all designed to reinforce a unified, professional, and human-facing brand experience. We try to limit our sub-brands and fragmented messaging because we know that consistency is key to trust and credibility. We also embed governance into everything we do, and we measure insights performance rigorously, using KPIs to track effectiveness and course-correct when needed. Finally, we conduct regular brand audits to identify gaps in tone, experience, and representation. The key to protecting our credibility lies in staying relevant and transparent. That means continuing to invest in thought leadership, client-centric innovation, and digital transformation. It also means listening, really listening, to our clients and employees and adapting with agility. In a world of rising complexity and noise, credibility will come from being clear, consistent, and deeply connected to our purpose.
Your ambition to help the world “see differently” brings together people, technology, and purpose. How are you putting that vision into practice today, and what does it mean for the way clients and employees experience the brand?
“See a different world” is more than a tagline; it’s a mindset. It challenges us to reimagine what security means in a world of constant change. For clients, it means experiencing Securitas as a proactive partner who anticipates risks and delivers tailored solutions. For employees, it’s about feeling empowered, valued, and connected to a purpose that goes beyond protection. It’s about creating safer, smarter communities. We’re embedding this vision into everything we do - from our digital platforms and client journeys to our internal culture and leadership development. This is reflected in our marketing, our service design,
and our innovation roadmap. Ultimately, it’s about making security human, intelligent and transformative, and putting people first. As with many other things in life, the more we practice “seeing a different world” and using it actively in our communications and
marketing, the more real it feels and the better we become at translating it into client and employee value.
Can you say a little about the future? How do you actively manage the brand to keep it relevant, competitive, and trusted in such a rapidly changing security landscape?
The future of brand management at Securitas is about staying ahead of change while staying true to who we are. We operate in a landscape shaped by rising global tensions, rapid technological advancement, and shifting client expectations. To remain relevant and trusted, we actively manage the brand through a combination of governance, agility, and purpose. Our heritage and strong local presence keep us anchored and close to our clients and markets. Also, with the rise of AI and user-generated content, we’re doubling down on training and governance to ensure our brand is represented with clarity and care. Ultimately, brand relevance comes from living our purpose. To see a different world is a call to action. It guides how we innovate, how we engage clients, and how we empower our people. That’s how we stay competitive; not by chasing trends, but by leading with meaning.
