Click Security

Branding Click Security: Case StudyWE ENGINEER BRANDS

BRANDING CLOUD SECURITY

The Setup

-Identify the main difference between other on-line security companies and Click Security !-Differentiate Click Security from its competitors by creating a brand that promotes their unique solve. !-Create a Brand Essence, a Brand Persona, Brand Positioning and Brand Advertisement that encapsulates this unique solve. !-Redesign the website intro page to promote the new brand.

Challenge:

Project Owners: CEO, CMO !Timeline: 6 weeks !Catalyst: RSA Conference

The Process

- Launched project with a strategic work session with the Click Security executive team. !- Identified potential value targets centered on “empowering the person.” !- Explored the brand story with eight stakeholders !- Considered competitive positioning. !- Created a visual representation of the click Security Brand Platform. !- Authored a written Brand Platform. !- Applied Click’ Security’s Brand Mantra to a sample advertisement.

6-week branding effort:

Brand Essence

Visionary Commander

I have a focus problem. !It’s impossible for my team to effectively defend our enterprise as we squander valuable time chasing down a paralyzingly large number of false positives. We require a simple solution that enables us to precisely qualify anomalies so that we can confidently direct our security force at neutralizing only authentic threats to the enterprise.

The brand opportunity

Today’s security professionals are alarmingly ill-equipped to protect the enterprise against aggressors. Point solutions surface a slew of false positives that squander analyst’s time leaving the door open for real attacks against the enterprise. !Inability to visually inspect aggregate enterprise security data, incomplete or delayed access to current industry-wide security threats all contribute to the security quandary.

!!Click Security’s technology comprehensively analyzes relevant enterprise data, leverages community intelligence and visualizes information to precisely qualify threats, empowering teams to aggressively act against modern security challenges.

The brand positioning

Click Security’s industry-leading technology provides enterprise security teams with an unparalleled ability to escalate their defense and consequently their offense against today’s most insidious security threats. !Enterprises benefit by wielding not only a significantly augmented security posture, but improved security staff utilization and job satisfaction. Economies realized by the efficiency of the Click Security solution provide the enterprise a strong return on investment.

Visionary Commander.The brand essence

Visionary Commander is the empowering, humanistic promise that only the Click Security brand can deliver on successfully. !Visionary references the acute vision and foreknowledge of threats that Click Security technology provides the security professional. Armed with this broad-reaching understanding of the enterprise security state, the professional is empowered to command decisive defensive and importantly offensive tactics to repulse even the most cunning attacks on the enterprise with complete authority. !

The words behind the Brand Essence

Visionary !1. a person of unusually keen foresight; 2. thinking about or planning the future with imagination or wisdom. !Commander !1. a person who exercises authority; 2. A person in command; in control.

Brand persona

Captain Kirk and the Enterprise Crew !Captain Kirk is a hard-driving leader who pushes himself and his crew beyond normal human limits. Kirk’s persona vividly showcases his unstoppable drive to protect the interest of his side against a seemingly insurmountable enemy threat. He utilizes not only his wit but the formidable technology of the enterprise, the intellect, strategic vision and talent of his crew to repel all threats.

Execution: Bringing the Brand to Life

Headline

Tone/Imagery

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WE ENGINEER BRANDS

       JC Velten Meagan Wilson 415. 813. 0955 650.863.6377 [email protected] [email protected]