HYPR
An enterprise IAM solution providing secure decentralized authentication for consumers, employees, and the IoT.
Challenge
As Enterprise organizations continue to suffer large scale credentials breaches, HYPR built a game-changing platform on the founding concept of Blockchain which would remove the need to centrally store credentials. Although, as the organization had been heads down in development, little consideration had been paid to developing an ecosystem to distinguish them in the marketplace.
Goals
Brand Awareness
Customer Acquisition
Action
A defining positioning was created to establish clarity and marketplace distinction with key benefits - eliminate fraud, prevent breaches, reduce IT cost, enhance usability. This new positioning struck a positive took a positive tone designed to shift the conversation away from the typical fear-based messaging that commonly surrounds technology with security offerings. No more guys in hoodies hunched over laptops with 1s and 0s cascading behind them. Instead, a positive message of “Trust Everyone” was paired with a bold and confident female figure inspired by the very individual customers they were partnering with. This positive positioning was also articulated with a library of unique owned visual assets ensured HYPR would be recognizable in-market.
The new messaging and visual brand assets were deployed across the entire ecosystem including a new website (optimized for lead conversion), brand videos, partnership videos, sell sheets, email messaging, presentation templates, technical illustrations, a white paper, webinar template, PR messaging, and Analyst briefings.
A CRM solution was implemented to manage growth and fuel the pipeline. Personas created for both tech and business buyers were defined and set against MQL, MEL, and SQL segmentation and lead scoring metrics.
Jared Bruder at HYPR
