Grammarly Case Studies Building Trust Through Unified Brand Voice: A Case Study on HackerOne

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	Building Trust Through Unified Brand Voice: A Case Study on HackerOne Grammarly

Building Trust Through Unified Brand Voice: A Case Study on HackerOne

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Technology Category	Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries	Cement National Security & Defense
Applicable Functions	Sales & Marketing
Use Cases	Speech Recognition Tamper Detection
Challenge	HackerOne, a platform that enables companies to work with the hacker community to identify and report security vulnerabilities, faced a unique challenge. The company had to cater to two distinct audiences - the hacker community and enterprise businesses. The challenge was to build relationships with senior executives to convey value at public and private organizations while also appealing to hackers around the globe, enticing them to participate in the community, grow their skills, and scan for bugs in customer assets. Both audiences were critical to HackerOne’s success. The company's brand voice had to balance the professionalism enterprise leaders expect while continuing to engage the hackers they rely on to power their platform. The HackerOne marketing team faced a twofold challenge: balancing the brand voice and bringing it to life consistently. They foresaw challenges when it set out to refresh the brand voice and update the website. With the need to manage a variety of team members and contractors, maintaining consistent quality of content and tone of voice in web pages, blogs, ebooks, and sales collateral was challenging. Read More
About Customer	HackerOne is a San Francisco-based company that was started by hackers and security leaders driven by a passion for making the internet safer. The platform enables companies to work together with the hacker community to mitigate cyber risk by identifying and reporting security vulnerabilities before they can be exploited. HackerOne customers range from leading consumer brands such as Starbucks and Nintendo to tech giants such as Twitter and PayPal to government entities such as the US Department of Defense. To date, HackerOne has worked with hackers from over 150 countries across the globe to find nearly 250,000 valid vulnerabilities in customer systems. Read More
Solution	HackerOne recognized that achieving a nuanced brand tone would require continual coaching and a more integrated approach. While traditional style guides can help companies document and articulate their brand voice, they’re often difficult to follow, challenging to enforce, and used by few team members. Therefore, HackerOne decided to take a different approach. They aimed to put their best foot forward across every touchpoint and in every channel, regardless of the writer. This meant ensuring that the brand voice was consistent across web pages, blogs, ebooks, and sales collateral. The company also recognized the need to balance the professionalism expected by enterprise leaders with the more informal language that appeals to the hacker community. By doing so, they hoped to build trust with both audiences and ensure the success of their platform. Read More Log in to view content
Contents

Technology Category

Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Cement

National Security & Defense

Applicable Functions

Sales & Marketing

Use Cases

Speech Recognition

Tamper Detection

Challenge

HackerOne, a platform that enables companies to work with the hacker community to identify and report security vulnerabilities, faced a unique challenge. The company had to cater to two distinct audiences - the hacker community and enterprise businesses. The challenge was to build relationships with senior executives to convey value at public and private organizations while also appealing to hackers around the globe, enticing them to participate in the community, grow their skills, and scan for bugs in customer assets. Both audiences were critical to HackerOne’s success. The company's brand voice had to balance the professionalism enterprise leaders expect while continuing to engage the hackers they rely on to power their platform. The HackerOne marketing team faced a twofold challenge: balancing the brand voice and bringing it to life consistently. They foresaw challenges when it set out to refresh the brand voice and update the website. With the need to manage a variety of team members and contractors, maintaining consistent quality of content and tone of voice in web pages, blogs, ebooks, and sales collateral was challenging.

About Customer

HackerOne is a San Francisco-based company that was started by hackers and security leaders driven by a passion for making the internet safer. The platform enables companies to work together with the hacker community to mitigate cyber risk by identifying and reporting security vulnerabilities before they can be exploited. HackerOne customers range from leading consumer brands such as Starbucks and Nintendo to tech giants such as Twitter and PayPal to government entities such as the US Department of Defense. To date, HackerOne has worked with hackers from over 150 countries across the globe to find nearly 250,000 valid vulnerabilities in customer systems.

Solution

HackerOne recognized that achieving a nuanced brand tone would require continual coaching and a more integrated approach. While traditional style guides can help companies document and articulate their brand voice, they’re often difficult to follow, challenging to enforce, and used by few team members. Therefore, HackerOne decided to take a different approach. They aimed to put their best foot forward across every touchpoint and in every channel, regardless of the writer. This meant ensuring that the brand voice was consistent across web pages, blogs, ebooks, and sales collateral. The company also recognized the need to balance the professionalism expected by enterprise leaders with the more informal language that appeals to the hacker community. By doing so, they hoped to build trust with both audiences and ensure the success of their platform.

Impact #1	By adopting a more integrated approach to their brand voice, HackerOne was able to successfully cater to their two distinct audiences. They were able to maintain a consistent quality of content and tone of voice across all their channels, regardless of the writer. This helped them to build trust with both the hacker community and enterprise businesses. The company was able to balance the professionalism expected by enterprise leaders with the more informal language that appeals to the hacker community. This approach has helped HackerOne to successfully engage with both audiences and ensure the success of their platform.

Impact #1

By adopting a more integrated approach to their brand voice, HackerOne was able to successfully cater to their two distinct audiences. They were able to maintain a consistent quality of content and tone of voice across all their channels, regardless of the writer. This helped them to build trust with both the hacker community and enterprise businesses. The company was able to balance the professionalism expected by enterprise leaders with the more informal language that appeals to the hacker community. This approach has helped HackerOne to successfully engage with both audiences and ensure the success of their platform.

Benefit #1	HackerOne has worked with hackers from over 150 countries
Benefit #2	HackerOne has found nearly 250,000 valid vulnerabilities in customer systems
Benefit #3	HackerOne has over 1 million registered hackers

Benefit #1

HackerOne has worked with hackers from over 150 countries

Benefit #2

HackerOne has found nearly 250,000 valid vulnerabilities in customer systems

Benefit #3

HackerOne has over 1 million registered hackers

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Overview

Building Trust Through Unified Brand Voice: A Case Study on HackerOne

Operational Impact

Quantitative Benefit