Building Trust Through Unified Brand Voice: A Case Study on HackerOne
Technology Category
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Cement
- National Security & Defense
Applicable Functions
- Sales & Marketing
Use Cases
- Speech Recognition
- Tamper Detection
About The Customer
HackerOne is a San Francisco-based company that was started by hackers and security leaders driven by a passion for making the internet safer. The platform enables companies to work together with the hacker community to mitigate cyber risk by identifying and reporting security vulnerabilities before they can be exploited. HackerOne customers range from leading consumer brands such as Starbucks and Nintendo to tech giants such as Twitter and PayPal to government entities such as the US Department of Defense. To date, HackerOne has worked with hackers from over 150 countries across the globe to find nearly 250,000 valid vulnerabilities in customer systems.
The Challenge
HackerOne, a platform that enables companies to work with the hacker community to identify and report security vulnerabilities, faced a unique challenge. The company had to cater to two distinct audiences - the hacker community and enterprise businesses. The challenge was to build relationships with senior executives to convey value at public and private organizations while also appealing to hackers around the globe, enticing them to participate in the community, grow their skills, and scan for bugs in customer assets. Both audiences were critical to HackerOne’s success. The company's brand voice had to balance the professionalism enterprise leaders expect while continuing to engage the hackers they rely on to power their platform. The HackerOne marketing team faced a twofold challenge: balancing the brand voice and bringing it to life consistently. They foresaw challenges when it set out to refresh the brand voice and update the website. With the need to manage a variety of team members and contractors, maintaining consistent quality of content and tone of voice in web pages, blogs, ebooks, and sales collateral was challenging.
The Solution
HackerOne recognized that achieving a nuanced brand tone would require continual coaching and a more integrated approach. While traditional style guides can help companies document and articulate their brand voice, they’re often difficult to follow, challenging to enforce, and used by few team members. Therefore, HackerOne decided to take a different approach. They aimed to put their best foot forward across every touchpoint and in every channel, regardless of the writer. This meant ensuring that the brand voice was consistent across web pages, blogs, ebooks, and sales collateral. The company also recognized the need to balance the professionalism expected by enterprise leaders with the more informal language that appeals to the hacker community. By doing so, they hoped to build trust with both audiences and ensure the success of their platform.
Operational Impact
Quantitative Benefit
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