Page 98 - Cyber Defense eMagazine September 2025

Branding Beyond the Breach: How Cybersecurity

Companies Can Lead with Trust, Not Fear

By Lucia Barbato, CEO, Ilex Content Strategies

Cybersecurity breaches can instantly derail operations, damage reputations and reduce customer trust
and interest. As cyberthreats grow in sophistication and complexity, cybersecurity firms need strategic
messaging and positioning that leads with confidence, not fear, to stand out, build trust and grow in new
markets.

Next generation technologies such as cloud, 5G and AI applications are rapidly growing in use, scale and
complexity worldwide. To support their adoption, B2B companies need cybersecurity services that they
can trust to support their business operations seamlessly. According to the UK Government, 41% of
businesses sought cybersecurity guidance from out-of-house sources in 2024, directly indicating a lack
of in-house expertise and the requirement for strong cybersecurity approaches across a wide range of
sectors.

As cybersecurity threats continue to evolve, cybersecurity companies must shift their messaging and
tone away from fear-based strategies to stand out in a crowded market. They need messaging that
highlights trust, resilience, compliance and creates positive real-world outcomes, rather than
fearmongering based on past experiences or threats.

Cyber Defense eMagazine – September 2025 Edition 98
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