UNION – exciting new changes as part of a rebrand

ASSA ABLOY is proud to announce that its well-known UNION brand is getting a full makeover! “There have always been three solid reasons to choose UNION… quality, reliability and expertise”, says Riaan Olivier, Vice President South Africa for ASSA ABLOY. “Now, because of UNION’s reputation with contractors, locksmiths and installers, it’s rebrand means a new tagline, a new pack design and a change to its famous locksets too! UNION’s new tagline is now “Trusted by Professionals”.

UNION has sought out and listened to feedback from distributors, contractors, locksmiths and installers on how it can continue to provide the quality and value they expect from UNION and how they can deliver even better products and service in the future.

Riaan explains some of the activities that have been undertaken in the last year. “We have spent considerable time visiting our customers and have listened to their feedback. Most importantly, we’ve learnt from what they had to say and this feedback has formed the basis of our rebrand and will continue to inform the future of UNION.”

The most easily identifiable part of the UNION rebrand is the look and feel. We have simplified the look and feel of our branding to make it more impactful and easily recognisable. This will give the UNION brand an increased visual presence with our distribution channels, as well as locksmiths, installers and end users.

Although, the rebrand is predominantly about the look and feel of UNION, considerable investment in research and development is also being made, culminating in new product offers.

“As part of ASSA ABLOY group we are heavily supported with research and development investment to ensure UNION can offer a complete door solution to locksmiths and installers. We are reviewing our product portfolio to ensure it meets the specific needs of locksmiths and installers, identifying where there are new product opportunities in our range. This includes updates to locksets product offerings, and we will soon see a range of new product introductions under the UNION brand.”

UNION as a brand, and UNION locksets and lock bodies in particular are known for their high product quality and durability. To ensure high visibility at our customers, and for easy identification for our installers and end users, UNION locksets and lock bodies will now be powder coated in the UNION red.

Product development and innovation will be supported by an increased focus on marketing. This will include improved and more user friendly tools to help locksmiths and installers sell UNION products to their customers.

The rebrand campaign focusses on the three solid reasons why locksmiths and installers should choose UNION. First and foremost UNION stands for expertise. We have a rich heritage dating back to 1840. Our master keying department has significant combined experience between our technical, support and pinning teams, and we have Masterkey schedules in our archives dating back to the 1930’s.

“Our expertise allows us to continue to innovate to offer an enhanced service and provides us with the flexibility to reduce the lead time on master-keyed cylinders. We understand the pressures that our customers are under to deliver in a 24-7 market, so have worked extensively to reduce the lead time of our cylinders.

Manufacturing and product design expertise remains in house, with a global team of R&D experts and innovation engineers working hand in hand to ensure top quality products at all times. ASSA ABLOY remains committed to local manufacture, and many UNION products are, and will continue to be manufactured at our Roodepoort facility. This has been fundamental in providing the product assurance and value that is essential in building and maintaining locksmiths and installers trust in the UNION brand.”