Rebranding
Takeda Internet Security & Risk
Branding, messaging, and marketing campaign for rename of Cyber Security to ISR
Role: Client Strategy Lead
Relationship development (B2B and B2C)
Audit current state
Architect the solution
Team management
Project management
Develop and report measurement for success
Methods: Following a major acquisition, IT was tasked with creating a better company-wide reputation, more meaningful results, and a strategic plan to reduce risk overall. We elevated Cyber Security from execution zombies to leadership partners with a re-brand, eliminating the former compliance messaging, replacing it with partnership and risk mitigation.
Brand audit, brand hierarchy mapping, archetype activities, personas, empathy mapping, namestorming
Brand book including logo, tagline, photo styles, and iconography
Messaging including pillars, elevator pitch, and vision statement
Employee surveys for baseline and results
“Embrace Risk” launch campaign plan with digital, social, and environmental components
Results: As leadership partners, the group’s reputation was elevated and doors opened. The new head of ISR was able to meet with leaders globally to discuss ISR strategies for each vertical. Without increase to headcount, more impactful solutions were introduced and delivered. The brand was so successful that the overall IT brand leveraged it to reframe their own global brand hoping for similar results.
“Hi Kate - I thoroughly went through your ISR Brand deck. I wanted to say, excellent job. We borrowed a lot from the structure and wording [for the IT brand book]. Just wanted to write and send my compliments.”
To capitalize on the moment, we created a launch campaign designed to create opportunities for the new leadership to meet with other business unit leaders. By piquing interest, communicating the new partnership messaging, and showing how an ISR partnership can help any business unit’s business case, we made meeting creation between leaders a pull rather than push.
Done well, a brand unifies a team. The shift from compliance to strategic partners was embraced so strongly, that they made “band shirts” for their annual global meeting. They also created a retirement gift based on the new logo and messaging.
