Building Trust in Cybersecurity Brands: The Power of a Strong Brand and Content Strategy

ByHelen Ketchin

This week M&S finally restored click-and-collect services – almost five months after a devastating cyberattack brought online clothing and home orders, mobile app payments, and in-store contactless systems to a halt. It’s been reported that the incident could dent profits by up to £300 million this year.

In the aftermath of such a crisis, the choice of cybersecurity partners becomes a critical business decision. How did M&S decide who to trust?

Having recently delivered brand development work for cybersecurity specialist Titania, we’ve seen first-hand how much weight a strong brand and well-crafted content strategy can carry in these high-pressure moments. When organisations depend on you to protect sensitive data and critical infrastructure, credibility isn’t built by technology alone – it’s built through a brand that inspires confidence and content that consistently demonstrates expertise.

In a fast-moving threat landscape, where new risks emerge daily, a clear, consistent, and trustworthy brand sets you apart. By focusing on your strengths and delivering valuable content at every stage of the customer journey, you can engage your audience, nurture leads, and earn the loyalty that fuels long-term success.

Why M&S chose CrowdStrike following the cyber incident

CrowdStrike was one of the companies employed as ‘cybersecurity Avengers’ following the M&S attack. They were brought in because of their standing as a trusted, high-calibre incident response ally, aligned with M&S’s urgent need for experienced leadership and trusted execution.

CrowdStrike use human-centric storytelling and educational content, shifting cybersecurity messaging from jargon-heavy to relatable, showing how their technology protects real people and organisations. The human-centred narrative builds emotional trust.  They also invest heavily in educational content – webinars, white papers, blog posts and threat reports – to demystify cybersecurity and position themselves as thought leaders.

CrowdStrike also actively engage across social – answering questions, responding to feedback, and monitoring sentiment – reinforces their accessibility and authenticity.

 

How Titania strengthened their brand

Titania offers unique technology IP that expands analysis beyond firewalls to routers and switches, and they wanted to review their branding strategy ensure they were clearly communicating these advantages to their audience.

Working with INGAGE, Titania underwent a brand refresh that sharpened their visual identity. INGAGE developed a cohesive brand style that ensured consistency across products and channels, allowing Titania to confidently showcase their unique value and deepen client confidence. The new direction communicated intelligence, authority, and trust, while humanising the cybersecurity conversation. With clear guidelines in place, Titania has taken this new unified approach forward to continue building on strengths and communicate their unique offer.

How content builds credibility in cybersecurity:

For cybersecurity clients, building trust is the top priority. But this is still relevant whatever your brand.  

Below is a checklist to guide your efforts:

  • Know your audience: Understand their challenges and needs.
  • Personalise content: Tailor messages to specific customer groups so they resonate more deeply.
  • Create educational content: Offer valuable insights through blogs, whitepapers, and infographics to establish authority.
  • Showcase thought leadership: Share expert insights through articles or interviews with industry experts.
  • Share success stories: Highlight real-world results through case studies.
  • Simplify complex topics: Break down cybersecurity topics with easy-to-understand infographics.
  • Use multimedia: Incorporate videos, webinars, and podcasts to make your content more engaging and relatable.

Building trust for long-term success in cybersecurity

In the cybersecurity industry, trust is the foundation of success. Developing a strong brand through consistent, high-quality content enables companies to establish themselves as credible, reliable experts. 

If you’re ready to boost your brand’s credibility, get in touch with INGAGE today. We specialise in crafting content strategies that highlight your strengths and position you as the trusted expert your client and customers can rely on.

Contact Ingage at hello@ingagecontent.com 

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