Through brand development workshops with the client, and with careful consideration of the developing product range, target markets and the competition, the name selected was “IntelLink”. IntelLink is a portmanteau, combining the words “Intelligent” and “Link”.
The word “smart” has incredibly deep roots when it comes to associating advanced home-security technology and cross-device communicability. At the same time, the word “smart” is entirely and completely overused in brand names in this market-space, making it less of an ideal choice as a brand name when considering the competition.
Being a synonym of “Intelligent”, the word evokes similar ideas, while also suggesting a higher level of design, intention, an capability. Additionally, the word “Intelligent” infers a much higher degree of knowledge and excellence in comparison to the word “smart” – one that takes a much greater effort, attention and investment to achieve.
The word “Link” simply relates to the key feature of the products in the range – that is, their astonishing ability to easily and efficiently communicate and connect with each other and with mobile devices.
Additionally, since the IntelLink products are also about connecting between people and their homes – the word “Link” also stands for the sensory connection enabled with their technology, which allows the user to hear, see, speak, sense and respond to remote interactions in and around their home.
“Smarter Safer Better” was selected as a tagline for its simplicity. The whole philosophy of IntelLink is presented within these 3 seemingly simple words.
“Smarter” – As mentioned earlier in this piece, the word “smart” has a very strong hold both in relation to the products created by IntelLink as well as the industry as a whole. Choosing the “er” ending in “smarter”, once again supports the idea that IntelLink is not “just another player” in the home security market – they are at the cutting edge of it and are one step ahead of the competition.
“Safer” – Making it crystal clear that safety is the major guiding factor behind the organisation and its designs. Again, the “er” ending is pushing that notion even further. Calling attention to their products are even safer than the alternative.
“Better” – This word’s main focus is to be an associative vehicle for the brand’s key messages.
For example: “sleep better at night when your home is connected and protected”.
Or: “better durability”, “better design”, “better connectivity”, “better user experience” and so on.