A strong brand signals quality for exertus, a provider of control systems for mobile machinery

For Exertus, a company that supplies control systems for mobile machinery, a strong brand is a guarantee of quality. In trademark management, the innovative company collaborates closely with Laine IP.

The exhibition booth of Exertus Oy from Seinäjoki drew a steady stream of visitors at this year’s Bauma trade fair in Munich, as the manufacturer of control systems for mobile machinery introduced itself to potential customers. According to Sami Takaneva, Exertus’ Head of Marketing and Communications, the attention the company received at the world’s largest construction machinery trade fair was many times greater than in previous years. This was partly due to the booth’s renewed appearance.

“Updating the company logo and all marketing communications was a worthwhile investment. Clarifying the brand supports our growth leap in international markets,” Takaneva says.

Exertus develops and provides control systems, as well as related software and components, for sectors such as earthmoving, mining, forestry, and specialty vehicles. Their solutions include vehicle control, hydraulic management, user interfaces, and machine safety systems.

“An intelligent control system is the brain of a machine. Our solutions are suited to applications where reliable performance, durability, and ease of integration are essential.”

Exertus’ customer base includes both domestic and international machinery manufacturers. One such client is Normet, with whom Exertus has developed control solutions for underground vehicles and spraying equipment.

A strong brand represents quality

In consumer markets, a company’s brand is everything—but according to Takaneva, it is also crucial for an industrial subcontractor.

“For us, the Exertus brand is a symbol of trust and credibility. Our products and services are often part of customers’ critical systems, where quality and performance are of utmost importance. When a customer sees the Exertus name on a device or software, it signals a safe, tested, and reliable solution,” Takaneva explains.

As part of the brand renewal, the company registered the Exertus® trademark in its key markets. In addition, Exertus uses product-specific brand names, which are protected as necessary.

“Trademark protection helps prevent misuse of our name without permission or with compromised quality.”

Takaneva notes that protecting trademarks also supports long-term customer relationships, as it ensures continuity and a consistently developing product range.

“The value of the Exertus brand doesn’t come just from visibility—it stems from its ongoing representation of quality and expertise.”

A close partner in trademark management

In managing trademarks, Exertus works closely with Laine IP.

Exertus brings a business-driven perspective to trademark management—what the company wants to protect, why, and in which markets. Laine IP, in turn, acts as an expert partner in both strategic planning and practical execution.

“Laine IP is responsible for tasks such as drafting applications, handling official procedures, and monitoring and enforcement,” Takaneva says.

He emphasizes that the collaboration is built on continuous dialogue.

“Laine IP brings the legal expertise. We define the commercial goals. The division of work functions well—allowing us to focus on product and brand development, while Laine IP ensures protection is carried out effectively and correctly.”

A good partner anticipates the future

According to Takaneva, a successful partnership with an IP law firm is based above all on trust, expertise, and an understanding of business needs.

“It’s important to us that our IPR partner can look at things not only from a legal but also a strategic perspective: what’s worth protecting, to what extent, and in which regions. A good partner also dares to ask questions, suggest solutions, and challenge when needed.”

Takaneva expects the IP law firm to communicate clearly, respond quickly, and translate even complex legal matters into business-relevant insights.

“Laine IP has met these expectations excellently. Their expertise and experience are evident in how smoothly and proactively they operate in various situations—whether it’s trademarks, contracts, or international protection.”

“This kind of partnership provides peace of mind and lets us focus on our core competencies. We know our IPR matters are in good hands,” Takaneva emphasizes.

Broader IPR strategy in place

In addition to trademarks, Exertus has carefully considered the protection of other intellectual property rights. The goal of the company’s IPR strategy is to safeguard both its own and its customers’ competitiveness—and ensure that developed solutions retain their value well into the future.

“Our key IPR concerns involve copyrights related to software and electronic design, as well as trademark protection. In terms of patents, we mainly focus on customer-specific solutions, where ownership of innovations is defined on a project basis.”

“We also have proprietary technology, the uniqueness of which we protect either through technical means, such as closed software architectures, or—when needed—via formal IPR methods.”

Significant potential in IPR matters

Exertus, part of the Swedish Dacke Industri Group, has an annual turnover of around 10 million euros. The Ostrobothnia region is home to many similarly innovative technology companies. According to Takaneva, businesses operating in international markets have already recognized the importance of IPR matters quite well.

“Still, there’s untapped potential.”

Takaneva has observed that the benefits of trademarks and other IPR rights are often viewed too narrowly—limited to technical protection or legal obligations. IPRs may not yet be seen as strategic tools for brand building, market positioning, or securing customer relationships.

“For companies like Exertus, this offers an opportunity to share expertise and raise awareness of how IPR protection can genuinely support growth and internationalization in a cost-effective and sustainable way.”

Text: Matti Remes

Photos: Exertus Oy