By Pam Ryan, Staff Journalist
Elevare, formerly known as RMS Security, has gone through major changes in 2018. But do not fret; each change was as intentional and successful as the last. The company has not simply adapted a name-change but has undergone a complete rebranding, the addition of services offered and thus expansion of the whole company and its team; so much so that Elevare also opened up a new base of operations in the city of London.
Little Island Business Association sat down with Ger O’Donovan, CEO of the security, management and contract cleaning company, to find out more about such a possibly overwhelming undertaking. When one has established and built such a renowned and reliable business brand, why change it?
“Our company has evolved a lot over the past 10 years. In the beginning, we focused on what we were experts in, which worked really well for us.
“As our client base grew, we started to see the potential for providing other services. We were provided with new, exciting opportunities and we took them. We understood that we needed to evolve and adapt in order to be successful.
“The new brand represents our services on a much better scale. It’s more in line with our business and approach.” And the new brand truly illustrates the complete ethos of the company. Elevare is Latin for elevate or to rise above. Given the business’ mission, their success and strength through tough recessionary times and incredible UK expansion in a post-Brexit world, we couldn’t think of a better accolade to the company.
But rebranding a reputation a decade in the making is no easy task. Ger urges others in a similar position considering such an undertaking to thoroughly plan it through and expect obstacles you couldn’t have envisioned.
Ger O’Donovan, Elevare CEO
“No doubt there was a lot more work in it than I thought. Not only is the development of the new brand time-consuming, it’s also the logistics of such a change. When you start the change process you keep coming across issues that you had not considered.
“Planning is vital and communication is the most vital of all. Our initial branding process lasted six months – not including brand development – and we will be continuing with an information process for the next six months.
“Rebranding is expensive and you can’t cut corners. It needs to be done correctly to have the positive impact it needs.”
This is important as, while a company image overhaul has the potential to bring in new customers, if done improperly, could lose you the customers on which you built your company in the first place.
“During the rebrand process, we had a strong communication process with all our clients, so they were aware very early on of the changes that were coming.
“We also started a significant advertisement campaign and media campaign to highlight the change. I do imagine that there will be some loss but I believe the new brand will negate that and will generate more new customers.” And their strategy must be one worth replicating, as they’ve experienced a 10% growth rate since the rebrand.
Success celebrated, Ger will still be sad to see RMS Security go. “It was like letting go of a security blanket! I did ponder at the time of making the change but eventually I realised that the timing and reasons were right. RMS served us well and it got us to where we are but Elevare will take us to where we want to be.”
Despite all the arduous work involved, Ger and his team still managed to successfully expand their company across the sea in the business savvy city of London. Elevare counts many multinationals among its clientele, so it seemed only natural to eventually open an office abroad. “Because of the quality of service we provide to our clients in Ireland, we were asked to provide it there. It was a fantastic opportunity for us and it has opened up a whole new market where we can promote the Elevare brand.”
But how could they do so in a post-Brexit world, which as yet remains so uncertain?
“It certainly has slowed things down but it hasn’t directly affected our business plan. We have noticed hat some multinational companies have put a hold on plans until the outcome of the negotiations are known. However, the domestic market there is very strong.”
Getting through a business expansion in such uncertain economic times in Europe is difficult but with such an established team as that at Elevare, we’re not surprised they pulled it off.
“It’s important to have the right people on the ground in order to advise you correctly. Every market is different and we cannot be experts in every jurisdiction. Making contacts with the right people and being willing to invest in them is vital.”
Rebranding, expansion of services and cross-border domination; it’s a lot for one year but Ger and his team at Elevare are far from done. “We are always planning for the future! In modern times a business needs to be adaptive, innovative and fresh.”
Elevare
34 Eastgate Drive, Little Island, Cork
021 451 0866
info@elevare.ie
elevare.ie
