Welcome back to the Building an Authentic Cybersecurity Brand course and on to module 2. This section will focus on the first major element that trickles down to everything else: alignment.
Please reference our syllabus here. You can find the brand audit template here.
More specifically, how brand is aligned with the company’s purpose, vision, mission, and values. In doing so, you’ll find yourself on the path toward building an authentic brand that connects with customers, differentiates itself from competitors, and drives employee engagement. Or, that should be what it is in theory, but you also may have a similar purpose as a competitor, and that is why your values and vision play a role
Now, I don’t want this to be confused with a brand campaign, which can dance on the borders of being outside of this course scope, but more so with the overarching brand strategy and architecture. It’s also likely that in the exploration of brand enhancements, some of these foundational company elements can evolve, too.
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