Mastering Rebranding in Cybersecurity: A Seamless Transition
Rebranding is often a monumental task in the cybersecurity sector. Given the dynamic nature of the industry, companies may need to go through extensive rebranding to establish a new market identity, launch a new technology, achieve a successful M&A, and expand their range of services or target clientele.
Regardless of the reason, a successful rebranding campaign requires meticulous planning, strategic communication, and an in-depth understanding of the market. Being a leader in cybersecurity PR and marketing, Code Red had the privilege of planning several successful rebranding campaigns for our clients over the years.
This article will explore practical steps and strategies for a successful rebranding campaign, drawing from the recent success story of Delinea, a leading entity in PAM (privileged access management) formed from the merger of Thycotic and Centrify.
Understanding the Essence of Rebranding
Rebranding is more than just a new name or logo. It’s about redefining your company’s identity to better align with your evolving mission, values, and the markets you serve. The case of Delinea exemplifies a seamless transition, combining Thycotic’s SME-centric approach with Centrify’s enterprise-focused solutions to serve a broader audience. This strategic blend showcases the importance of maintaining the core strengths of the merging entities while creating a unified brand that resonates with both existing and new customers.
So, how would you initiate a rebranding campaign? Start with a clear vision of what your new brand represents, ensuring it reflects the key strength and unique value proposition of your ‘hero technology or service.’
Strategic Planning and Communication
Strategy is the backbone of a successful rebrand. A cybersecurity firm can’t and shouldn’t change its brand overnight. There needs to be clear communication – first with the stakeholders and the current customers, and then with the people or staff that would be involved in this campaign. Walk them through what’s going to happen, why rebranding is important, and what changes it will bring.
Following internal communication, companies need a bespoke media outreach plan. For example, Thycotic and Centrify’s transition to Delinea was underpinned by a well-orchestrated strategy, focusing on clear communication of its unique selling proposition (USP) – delivering seamless, efficient Privileged Access Management (PAM) solutions. Leveraging the UK media influence built over the years by Thycotic and Centrify, Code Red secured significant press opportunities. This strategic media engagement was pivotal in reinforcing the new brand’s market presence and highlighting its capability to cater to both SMEs and enterprise-level clients.
Key Takeaway: Develop a detailed strategic plan that includes leveraging existing media relationships, clear messaging of your USP, and targeted communication to both existing and potential clients.
Spotlight on Success: Media Engagement and Beyond
The success of Delinea’s rebranding was significantly bolstered by strategic media engagement. Securing coverage in tier-one titles like IT Pro and Technology Reseller not only amplified the new brand’s voice but also effectively communicated its vision and future aspirations. Post-rebrand, Delinea focused on enhancing its reputation through thought leadership and locally relevant news stories, further solidifying its position in the market.
Key Takeaway: Utilize media engagement to amplify your rebranding efforts. Focus on securing coverage in leading publications and building the profiles of your spokespeople to reinforce the new brand narrative.
Crafting a Path to Success
Delinea’s journey from a strategic merger to a successful rebranding campaign underscores the importance of a well-thought-out strategy, effective communication, and leveraging media influence. The partnership with Code Red was instrumental in navigating the complexities of rebranding, highlighting the value of expert guidance in such pivotal moments. For cybersecurity companies looking to rebrand, the key lies in maintaining the integrity of your brand while strategically positioning it for future growth. With careful planning, clear communication, and strategic media engagement, your rebranding campaign can set the stage for long-term success, just as it did for Delinea.
