Infosec brand purpose & employer brand
As Infosec was preparing for an acquisition and on this journey was looking to build their brand, make it attractive to investors and clarify their brand value, identity and proposition - they were also looking for a way to attract and retain top talent at the company.
Brand studies found people knew of Infosec for their old services, but were not aware of the full portfolio or the brand attributes the company wanted to be known for. Through a series of internal and external surveys (quantitative and qualitative) and customer interviews and brand workshops, I led the team through the ideation, creation and execution of a new brand purpose, mission and vision as well as a complimentary employer brand.
To bring the new elements to life, the team executed a full internal and external campaign including new video elements, a photoshoot, social and web content and site and recruitment collateral. The team was able to execute the entire project within a calendar year with no outside agency support.
Key Elements:
Well-defined brand purpose, mission and vision
Employer brand guidelines and assets
Updated community giving branding and narrative - Infosec Gives
Two hero videos (about Infosec and careers) and a complimentary photoshoot
Brand reflected in updated social and web environments for a consistent experience
Updated Company Overview:
Infosec’s mission is to put people at the center of cybersecurity. We help IT and security professionals advance their careers with skills development and certifications while empowering all employees with security awareness and phishing training to stay cyber safe at work and home. More than 70% of the Fortune 500 have relied on Infosec Skills to develop their security talent, and more than 5 million learners worldwide are more cyber-resilient from Infosec IQ’s security awareness training. Learn more at infosecinstitute.com.
