Brand Guidelines - SiteLock

abdomendebonairSecurity

Nov 2, 2013 (3 years and 7 months ago)

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SiteLock

Brand Guidelines

The brand is never the face
of the company.


Faces fib.


The brand is the spine.

The Brand: Who is SiteLock?


SiteLock

is a
website security firm
that provides
software and services
designed to
keep online businesses safe
.


We scan your site daily to
find

current problems and send you an
instant
alert

when we identify them.


We provide expert technical services to
fix
and help
prevent

future
risks to your online business.


We offer
TrueShield
, an enterprise
-
grade web application firewall
(WAF) that adds a protective layer around your website, to
block

and
prevent

attacks before they happen.


We
accelerate

the speed of your website with our
TrueSpeed

technology and globally
-
distributed content delivery network (CDN).


We get your website PCI
compliant
in minutes.

o
Find. Fix. Prevent. Comply.

The Brand: Objectives


Ensure that our brand components are understood internally through
our mission and vision and externally through our messaging, website
and marketing communications


To ensure messaging is consistent with our business objectives and
represents our personality and tone of voice


To ensure that our brand upholds industry leading technology and an
exceptional customer experience


To increase the awareness and credibility of the SiteLock trust shield


To build brand credibility, influence the market and motivate customers
to purchase from us and related market leaders to partner with us


To be perceived as a leader not a follower


To provide the
website security

products and solutions
essential to small business

website owners, our
partners
and all of their visitors.

The Brand: Mission

The Brand: Vision


Demonstrate unparalleled understanding of, and service to, our customers
and partners


Develop best
-
in
-
class technology products that are intuitive and constantly
evolving


Provide high
-
value security services for small businesses and website
owners


Gain universal recognition of the
SiteLock

badge as a sign of trust and
security


Build strategic partnerships to efficiently reach and service small businesses


Deliver on the commitment to produce products and provide solutions that
are affordable for small business


The Brand: Message Map

Target
Audience

Had problem on website

Sought out website security solution

Hosted/partner site

Pain point


My website is blacklisted and is down


My website has been hacked


My customers can

t get to my
website


I don

t want to put my customers


data at risk


I know I need website security because I
conduct financial transaction on my business
website


I was referred to SiteLock for website security


What website security program?


Doesn

t my hosting company take care
of my website security?


How will I know if my site is affected?

Primary
message(s):
customer
focused


Lead with Expert Services


SiteLock has an expert team of
website

surgeons


that diagnose the
problem with your website, fix it and
get you back in business quickly.


Once you

ve experienced the
crippling effect of having your site
down, it

s not a chance you want to
take again. SiteLock can help prevent
that from happening.


SiteLock reduces your business
downtime and loss of revenue. We
protect your reputation and let visitors
know your website is safe.


Lead with software; ongoing education


Did you know that your website has an X%
probability of being hacked if you meet these
criteria: A/B/C?


The best medicine is prevention. Don

t wait
for your website (your business) to be taken
down. SiteLock works proactively to protect
your online business, keeping it safe for
visitors and reducing your risk for data or
revenue loss. In fact, we help you maximize
your online revenue and increase online sales
conversions.


Lead with education; follow with software
upgrades; availability of services


What do you know about your website

s
security? You might take it for granted,
much like your insurance policy


you
don

t think about it until there is a
problem.


SiteLock provides the same type of
coverage


for your online business. We
protect your assets, like customer data,
revenue stream and business reputation.
And you don

t even need your own IT
staff.

Supporting
message(s):
product
focused


SiteLock delivers ongoing website
security scanning of your site once
you

re back online. It

s like having a
daily X
-
ray of your site to point out
any weaknesses and alert you to the
risks. We

ll even fix them for you.


SiteLock provides a website security system
that detects, corrects, and helps prevent future
problems from affecting your business
website.


SiteLock looks out for your online
business. We are continuously scanning
your website and looking for potential
risks, threats, and areas where you may
have been compromised.


Even though your website environment
and infrastructure are secured by your
hosting provider, your website and
applications you run on it still need to be
protected. And SiteLock can help.

The Brand: Tone of Voice


Confident
: SiteLock messaging and copy should never be apologetic or
submissive. In order to be perceived as a market leader, we need to sound
like the experts that we are in all matters related to website security.


Personable
: SiteLock should sound empathetic, yet knowledgeable, about
how to protect our customers


reputations and businesses online. Using
phrases like,

We have seen significant increase in conversions…


as
opposed to

It has been shown that…



Friendly
: SiteLock needs to communicate in a way that makes people want
to do business with us. People work with and respect people. Everyone in
the company is a brand ambassador and should maintain a positive and
helpful approach when dealing with customers and partners alike.


Technically savvy
: SiteLock has the technical expertise, the credibility and
the experience to lead the website security market. We need to demonstrate
that, however, through easy to use tools, interactive user experiences, and
reports/results that make sense to business users.


The Brand: Logo

Ratio: 1.0


H :3.91


W

The logo should maintain its aspect ratio and not be distorted in height or width.

Acceptable uses of the logo include:


Black/Red/Grey against white background


Black/Red/Grey against transparent background


All white to be used only against black background


All black/Greyscale to be used when printing B/W

Need a hi
-
res white on black version.

The Brand: Color palette


Primary colors
:

o
Red:
#C31F25

o
Black: #000000

o
Grey: #B2B2B2

R: 195

G: 31

B: 37

R: 178

G: 178

B: 178

R: 0

G: 0

B: 0

The Brand: Font


Primary font
: Arial (used on website)

o
Sans
-
serif family

o
Arial Narrow may be substituted in certain situations


White papers


Case studies


Other documents for print


Standard email signature example (need to add confidentiality
disclosure notice to email footer)

o
First Last

Title


P: ###.###.#### | E:
name@sitelock.com


www.sitelock.com