Easy-to-use methods for encrypted data and messaging.
Challenge
Privacy Data Systems offers encrypted and secure email/messaging solutions to Financial, Healthcare, Government, Small Business or individual requiring secure messaging solutions to protect critical data.
With multiple competitors in the data security market, the current landscape is fragmented. In an industry with over 1.4 billion dollars being spent annually, there isn’t a data security company with more than 60 million dollars or market share. PDS determined that an appropriate brand strategy, brand voice and product architecture would help them increase their percentage within this maturing technology industry.
Solution
PDS enlisted brandsymbol to achieve their goal of dominating the data security industry. In the Insight Strategy sessions with board members, executive, employees and customers, it was determined that the current message towards consumers included military grad encryption as well as an unorganized product name. It was concluded that PDS was not presenting an effective brand strategy that encouraged customer confidence within their product. It was also recognized during the Insight Strategy Meetings that one of the unmet needs within the data security industry was secure, encrypted solutions that were easy to use and didn’t require multiple software installations.
PDS’s encryption platform was that it is an easy-to-use solution that does not require software installation. Knowing this was an unmet need among consumers; the term “easy-to-use” was developed as an overall brand messaging platform for PDS. This brand message was used to re-launch the new product brand architecture and drive marketing communications activities. After the brand position and messaging strategy was complete, brandsymbol worked closely with the product development and marketing teams to streamline the new PDS product and design a new naming strategy.
The result was a descriptive naming strategy that directly implied which solutions were being offered by PDS. This solution has been well received by PDS employees, customers and industry experts. PDS has continued to grow their customer base and now has defined themselves as a leader in the secure data and encryption market by offering a product that is “easy-to-use” and navigate.
