Ready for the world's oceans with a new name

Founder Terje Rødahl had more than 20 years of experience with the Norwegian Coast Guard. He had saved many lives at sea, but had also experienced arriving too late.

- He realised that with a little more information – for example, about what they would encounter and the fastest way to reach them – the success rate would have been higher. He wanted to help save more lives by providing those at sea with high-quality data and technology, says Merethe Thomassen, Head of Communications and Marketing at Norseye.

The idea became the Kristiansund-based company Safepath in 2013. Specialising in emergency preparedness and safety for the maritime industries, the company provides a wide range of services, including digital safety management systems, round-the-clock monitoring of maritime traffic and installations, inspections, safety training and audits. Safepath is Norway's largest company of its kind, serving customers in the fisheries, aquaculture and offshore industries, and employs 17 people.

They are now preparing to expand internationally, equipped with a new name. This is the result of our advisory on intellectual property rights (IPR) and strategic positioning. IPR is about protecting a company's intangible assets. This is essential for strengthening competitiveness and succeeding in new markets.

Runar Haugen, our internationalisation adviser in Møre og Romsdal, says he often encounters two main challenges when helping customers expand internationally.

'One challenge is a lack of control over intellectual property rights relating to names. Companies often use a name that has not been registered, cannot be registered or has already been registered. The other is weak or non-existent strategic positioning, which is crucial before expanding internationally.'

The Kristiansund-based company met with us in February 2023 to discuss international expansion. In their very first meeting with Runar Haugen, they realised there could be some obstacles ahead.

'He told us there were a few warning signs and that we might have to change our name because we did not have 'freedom to operate' in the markets we wanted to enter. We looked at each other and thought, 'Are we speaking the same language?' Thomassen says with a smile.

While the company considered which markets offered the greatest potential, our IPR advisor Turid Buvik carried out a thorough check of the trademark abroad. This confirmed their suspicions: the name 'Safepath' had already been registered in the EU by a US company operating in the same field.

Just over a year later, they reflect that it has been a major and demanding process, but also exciting and educational.

As part of the name change, we also helped the company with its strategic positioning. This has enabled the company to adopt a more customer- and solution-focused positioning and brand strategy.

'We have received help to clarify who we want to be and for whom, and what position we want to take in the market. These are crucial questions to resolve, because without that clarity, you cannot take the next step in sales and marketing,' says the Head of Communications and Marketing.

She continues:

'This support has been absolutely crucial, as much of this is uncharted territory for a small company finding its feet internationally. Our advisor has explained it in a simple and relevant way, using relatable examples.'

The company has also worked with a branding agency to find the best possible name, following our advice on what to look for in an agency.

'Together with the agency, we have gone through a thorough process to define who we are and where we want to go. We had to view everything from an international perspective, because what works in the Norwegian market cannot necessarily be replicated across borders,' Thomassen points out.

They are now eager to enter international waters with a name they are delighted with.

- 'Norse' and 'eye' capture who we are. The name reflects both our Nordic perspective and what we deliver: we keep an eye on what is happening at sea. We also have full control of the intellectual property rights – the brand name is being registered in all relevant markets, and we have secured all the domain names.

Initially, they are targeting the international fisheries and aquaculture industry with their digital emergency preparedness and safety management system.

- The potential is enormous because we offer something unique. Many companies provide safety management systems, which are required under international law. What makes our product unique is that we combine this with round-the-clock digital emergency response.

She adds:

- The new geopolitical situation has also changed the threat landscape at sea. This has created an even greater need for our services, both in Norway and internationally.

Norseye is now ready to reach out to potential customers and continue growing. They greatly appreciate that we are always ready to help.

Our internationalisation adviser Runar Haugen looks forward to continuing our collaboration with the maritime company.

'Norseye is a good example of the many companies that focus primarily on products and technology but need help with intellectual property rights, brand strategy and positioning. The company's management has been highly receptive to our advice and has made sound decisions quickly when they recognised the need.'