THE ART OF BRANDING
Cyber companies are different than other companies.
They are part of the cutting-edge high-tech ecosystem, yet they have taken
innovation to a whole new level. They are at the very forefront of technology.
For branding studios, branding cyber companies presents a wonderful challenge.
It's a challenge we welcome with open arms.
Crafting the Cyber Message
Cyber activity is an integral part of our world, even if the average person hardly ever feels it. Cyber activity protects assets that belong to countries, organizations and businesses, and helps thwart various threats that can compromise important data. Cyber is also used to identify and analyze vast amounts of data in very short timeframes. This requires a very specific set of expertise, which is very advanced and is constantly developing.
Cyber companies want to present themselves as technological innovators and as leaders in their field. They want to convey a cutting-edge message that resonates with their consumers, and addresses tangible needs. In today's world, the most successful brands are those that consistently convey real value in the real world – be it for businesses, the workplace, the environment, the consumer world or the defense market.
The Cyber Branding Challenge
So, what's so challenging about cyber company branding, you ask? In one word: differentiation. The average business, bank, organization or individual consumer finds it hard to tell one cyber company from another. That said, they have unique needs that must be met. Therefore, cyber companies need to establish a brand that truly conveys their unique DNA and added value. The goal is to construct a brand that makes it easy for potential clients to feel an immediate connection, and to feel that this is the brand that they've been waiting for all along.
Speak Up about Your Strength
Most of us think that cyber companies are pretty much all the same (some are great, many are good, some are mediocre…but still, we find it hard to tell the difference). This couldn't be farther from the truth. Like companies operating in other fields, every cyber company has a unique set of strengths, assets, values and services.
Strengths can include service, delivery, strategy,
deployment capabilities and management.
Assets can include experience, knowledge, personnel,
data and clientele.
Values can include trust, transparency, discretion,
integrity and inclusion.
Services can include tech services as well as
people-based services (training).
As brand experts, our goal is to convey a specific cyber company's unique traits in its new brand. Once we have deciphered the company's unique DNA, we're halfway there. It's all about blending the important "cutting-edge cyber" message with a unique flavor that no other company can replicate. That's the essence of cyber branding. It's challenging, and also very rewarding.