Insight
Breakthroughs in Brand Communication in the Security Industry from McAfee
(Written by: Ms. Liu Kai Ching / Brand Consultant of Process Pro Brand Taiwan)
Under the impact of the global epidemic, our life style has changed dramatically, and remote and home-based work has become the new normal, and WFH (Work from home) has become a topic of daily greeting. In the wave of 5G and digital transformation, enterprises not only need to build new working mechanisms, but also need to build a defense system to protect their digital assets in the face of various communication devices and online meeting software, which is a topic of concern for both individuals and enterprises.
The Internet of Everything, an indispensable force for information security and protection
According to a Fortune Business Insights report titled "Cyber Security Market Size, Share, Growth | Trends [2021-2028]", the demand for cybersecurity during the outbreak has significantly increased, with a significant growth of 7.6% in 2020 compared to 2017-2019. The growing e-commerce and adoption of enterprise security solutions by small and medium-sized enterprises (SMEs), not only in the manufacturing, banking, financial services, insurance, and healthcare industries, continue to drive the growth of the security market. The popularization of artificial intelligence, the Internet of Things, and blockchain are also key factors driving the growth of the information security industry chain.
In the information security market, there are long-standing leading brands in the technology industry, such as IBM, Microsoft, Cisco, etc., as well as Symantec and McAfee, which are occupying the niche market for information security solutions, and many newcomers are joining the market along with the rapidly growing market demand. In addition to continuously improving the competitiveness of security protection, brand management is also very important, and the three major challenges in brand communication for information security brands are:
1. In addition to building a solid and reliable image, it is also important to demonstrate the status of the industry in keeping with the times.
2. The needs and specialization of the customer groups are different, and the communication messages should take into account the needs of the audience.
3. The products/services sold are not tangible entities and the science is complex and difficult to describe.
Let's take a look at how McAfee, the leader in cybersecurity, is tackling these three challenges:
For different types of customers, McAfee provides services under two brands, McAfee for general users and McAfee Enterprise for enterprise customers.
1. Demonstrate the brand's professional and forward-looking vision through content management.
For general users, McAfee provides step-by-step solutions for understanding the potential dangers of the online world and the importance of antivirus software through friendly organization and graphic illustrations.
And B2B brands Delta ElectronicsDelta Electronics, a leading provider of power management and energy-saving solutions, has a sustainability strategy that focuses on helping its corporate customers increase their competitiveness and reduce operational risks. In response to the trend of sustainability and the industry's demand for efficient energy management, Delta continues to develop high-efficiency products, such as power supplies and industrial automation systems, to help customers reduce energy consumption, lower costs, and comply with environmental regulations. In addition, we have introduced green building standards in our facilities, procured renewable energy, and established green supply chains with our suppliers in pursuit of sustainable development.
Delta's path to sustainability is based on leading-edge technologies and solutions that help business partners achieve their sustainability goals, thereby building long-term trust and partnerships in the industry supply chain.
(Image source: McAfee official website)
For enterprise customers, McAfee Enterprise's official website provides a wealth of industry trends and research reports, including the latest top threats, serious threats and other intelligence, to ensure that enterprises can prevent malicious attacks on the Internet, and through its own insight reports to continue to optimize its products and prevent potential crises, so that the enterprises it serves can continue to stay ahead of their competitors in terms of information security protection.
(Image source: McAfee Enterprise official website)
2. Through the design to transform the key points of communication, 嫗能解解, so that the professional to pay the bill.
McAfee not only understands the high level of technology and industry terminology available for security protection, but also understands how to communicate with specific audiences and develops comprehensible and engaging content by identifying the relevance of what is being communicated to the target audience. For general users, we make use of illustrations, video clips, and communication messages that echo the user experience, such as "What should I do when my mail is hacked? We also create a friendly, yet professional communication that is close to the customer's needs and creates an immediate resonance.
(Source of the movie:McAfee, What Does Security Mean to You?)
In the face of more complex enterprise information security protection systems, McAfee Enterprise explains the product and service functions through information graphics, and has animated teaching and demonstration videos to reduce learning costs, simplify the platform's operating interface, and make good use of data visualization, so that users can get started quickly and managers can easily grasp key information, and bring the benefits of information security to every employee in the enterprise through the design of the transformation easily. It is also designed to bring the benefits of information security to every employee in the enterprise through the transformation of design.
(Source of the movie:McAfee, MVISION)
3. systematic product identification design to facilitate user selection and maintain brand image.
McAfee will use color to categorize its three products, McAfee® Total Protection, McAfee® LiveSafe™, and McAfee® WebAdvisor, to highlight the information that matters to customers, to help users identify the specifications they need at a glance, to enhance the buying experience, and to incorporate the brand's iconic features into the design of the product identity to reinforce a consistent brand image. McAfee Enterprise provides a one-page graphic to illustrate the scope of its MVISION Platform.
(Series of product photos from MCAfee)
(MVISION Platform Explanation Diagram)
Taiwan is committed to building a trusted information security system and industry chain.
Taiwan's information security industry has become one of the six most important industries in the country, and President Tsai Ing-wen even delivered a speech at the opening ceremony of HITCON 2021, the annual conference for hackers in Taiwan, stating that Taiwan wants to build an information security system and industry chain that is trusted by the world, not only for the protection of the country's information and communications security, but also to meet the international requirements for a "clean supply chain".
Headquartered in Hsinchu, Boutique Technology's product brand X-FORT provides integrated endpoint protection solutions. Through internal and external interviews and competitor analysis, Pro discovered that "comprehensive and detailed endpoint protection" is the characteristic of X-FORT, so it uses the shield combined with the city as the main image of the brand, which not only directly specifies that its service target is a corporation, but also conveys comprehensive information security protection, and even develops a series of icon designs through color and color classification to help users understand its functional modules and strengthen the accumulation of the brand impression effectively and accurately convey the brand value. By integrating multiple functions and developing a series of icon designs through color classification, it helps users to understand its functional modules, and strengthens the accumulation of brand impressions, thus effectively and accurately conveying the brand value.
(Further ReadingX-FORT Boutique TechnologyProject Content)