Launching a New Brand for Technology & Cybersecurity Professionals
ISACA is a global learning organization that provides training and certification to the technology industry as well as providing resources for its community of members & certification holders including networking opportunities, annual state of research reports on Cybersecurity & Privacy, frameworks, and trends facing the industry. One of the key goals of the rebranding was to craft an elevator pitch that weaved together ISACA’s various domains which span audit, governance, privacy, cybersecurity, information security, and emerging technologies.
An insights-driven process was used to create the overarching strategy:
- First, interviews were conducted with the board of directors and senior leaders
- Three messaging platforms were then crafted that each had a slightly different positioning and presentation of the brand essence
- The messaging platforms were then workshopped with a group of senior leaders to create a single, cohesive idea
- Research then was conducted to ensure wording resonated and the messaging was perceived as believable
- Learnings were shared during a leadership readout and the platform was then finalized
- An external agency helped bring the campaign to life, and the internal marketing team then worked to ensure branding was represented in all touchpoints were cohesively
- The ISACA-branded conferences were re-branded “Digital Trust World” to incorporate Digital Trust as well as style guides & messaging being updated to reflect the new branding.
- “Digital Trust” webinars and a range of content assets including infographics, videos, blogs, ebooks, white papers and webinars were created to drive engagement
The brand was launched at the annual North American event. The event itself was re-branded and programming evolved to support the strategic direction of Digital Trust.
Simultaneously, the digital campaign launched. The brand rally cry became “In Pursuit of Digital Trust”, the clever play on words ignited action (“in pursuit”) and successfully weaved together all the domains ISACA serves as well as both the products & community benefits.
The hero image was perfect to aid in updating and the brand, and the reaching symbolized the “in pursuit”.
Ultimately, the campaign engaged 17% of the customer base and over 500+ press mentions.
Sheera Eby lead the brand launch as the VP of Integrated Marketing at ISACA. A mix of internal teams and external partners supported the execution.