Adarma is one of the largest independent cybersecurity organizations in the UK.
The business offers security consulting and managed security solutions, including managed detection and response.
THE CHALLENGE
Adarma struggled to make its mark on the hyper-competitive European cybersecurity market. The business had largely grown through relationship selling and word of mouth in the financial services, retail, manufacturing, travel, and transportation industries. But as they looked to scale to match market requirements and customer demands, Adarma found that it had little-to-no awareness in the market.
Without a meaningful brand purpose or clear value proposition, we were tasked with developing a new, compelling, and emotion-led proposition and creative identity to strengthen market stand-out, competitive differentiation, credibility, and trust as a leader in the cyber threat management category.
WHAT WE DID
Using audience and market intelligence through executive and internal surveys, existing and prospect customer interviews, and a formal brand tracking study, we found three critically important insights that shaped our approach:
- CISOs’ positions are the most at risk whenever a cyber incident occurs, putting immense pressure on them to keep their organizations safe
- Prospects needed more than a managed service, they wanted a strategic cyber resilience partner
- Existing customers were loyal advocates of Adarma due to its down-to-earth, open, truthful, and expert approach
These insights shaped our development of Adarma’s new brand purpose: ‘To protect the promise of cyber resilience’. And to position Adarma as a strategic partner through thick and thin, we created an empowering strapline, ‘Together, We’ve Got This’.
Be it at home, at work, or at play, we wanted to lead with positivity rather than the industry’s usual scare tactics. So, to stand out from the crowd, we positioned the audience (CISOs) as everyday heroes who could balance their professional and personal lives with Adarma’s advice and support.
We developed eight different visual themes – some serious, some humorous, and some heart-warming, but all completely realistic to the day-to-day life of a CISO – across a suite of tools, templates, and assets to support the rebrand.
The strength of proposition and creative theme is impressive. We look forward to measurable business outcomes as a result of this work. Our brand now has a clear purpose and identity.
Jo Gilhooley
CRO, Adarma
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