Breaking Through in Cybersecurity Marketing Inside the Varonis Rebrand with Courtney Bernard
Thinking about rebranding your company but not sure where to start? Or maybe you’re wondering how to make your brand stand out in a crowded market like cybersecurity? Today’s we’re taking you behind the scenes of a major rebrand with one of the industry’s top players: Varonis!
We’re joined by Courtney Bernard, the Brand and Creative Director at Varonis, who recently led the company through a successful rebranding journey. We’ll be discussing everything from why Varonis knew it was time for a rebrand, to how they tackled common cybersecurity branding tropes, and how they ensured every aspect of their new identity resonates with their mission to protect data.
If a rebrand is on your horizon, or you’re just curious about what it takes to pull one in cybersecurity, this episode is packed with tips, lessons, and inspiration.
[01:25] - What’s Happening at Varonis?
Get the inside scoop on Varonis’ brand and creative team from Courtney. From the website to videos, the Varonis team touches everything that represents the company visually.
[03:30] - The Varonis Marketing Team: Bigger and Better
Varonis’ marketing team has grown a lot in the past five years—now over 60 strong! The brand and creative crew is right in the mix, working directly with the CMO, showing how important creativity is to the company’s strategy.
[05:00] - Keeping the Varonis Vibe Alive
With all that growth, how does Varonis keep the good vibes going? Courtney shares insights on how open communication, clear goals, and a strong sense of mission keep the team connected and energized.
[07:50] - How Branding Drives Varonis’ Success
The conversation shifts to how Varonis ensures that its brand initiatives align with their overall marketing goals. Courtney explains the challenge of measuring brand impact in cybersecurity and how the team balances qualitative and quantitative goals to ensure their efforts contribute to Varonis' overall business objectives.
[11:10] - The Big Decision: Why Varonis Rebranded
Why did Varonis decide to rebrand? It was driven by the company’s evolution in product offerings and market positioning. Courtney and the hosts talk about the extensive process that went into the rebrand, highlighting the importance of ensuring that the new brand identity accurately reflects Varonis' growth.
[14:30] - Tackling Design Headaches
Before the rebrand, Varonis faced several design challenges, including a limited color palette and inconsistent imagery. Courtney explains how the rebrand addressed these issues to create a more cohesive and versatile visual identity.
[17:05] - Crafting the New Varonis Identity
Courtney emphasizes the importance of defining a clear brand persona and voice as the foundation for Varonis' rebrand. Using the brand archetype model, Varonis positioned itself as a "Hero" brand with elements of innovation, ensuring that its visual and verbal identity aligns with its mission to protect data.
[21:00] - Rolling Out the Rebrand: Who Was in the Loop?
Rebranding isn’t just a one-person job. Varonis started with a small team and then expanded to get feedback from sales, product, and leadership. The goal? To make sure everyone was on board and excited about the new direction.
About our guests:
👉Follow Courtney on LinkedIn.
👉Learn more about Varonis.
👉Read more about the strategy behind Varonis' rebrand that involved a full transition to a hero archetype and the introduction of Protector 22814 here!
Be sure to also follow our hosts on LinkedIn:
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See you in the next episode!