Google dropped 32 billion on Wiz. What role did his Branding play in it?

Wiz, you’ve probably heard of it, and if not, you should! This Israeli startup specialized in cybersecurity has hit hard, seducing the web giant Google who buys it for 32 million dollars, yes yes you heard right. And that’s not all, it is the most important contract signed in Israeli technology by Google. What makes it so successful and how can you be inspired by it?

Let's learn more about this up-and-coming startup.

Why is Wiz so popular?

In a market where everyone is playing who will be the most serious and technical, Wiz has decided to do otherwise. Rather than adopting the cold and austere tone of the sector, the brand has focused on humanity, simplicity and even a touch of fun. Yes, fun and cybersecurity in the same sentence, it’s possible.

Bet on the "cute", a risky bet or a stroke of genius?

Being cute is fine, but is it good for credibility? The answer is yes.
This is another strategy, but equally effective. Why? By being "cute" in its visuals and advertising campaigns, the startup reaches a wide audience.

Very present on LinkedIn, the brand has literally posted puppies, these adorable little beasts soften this cold and dry environment. By breaking the codes, Wiz has managed to captivate his audience and humanize a sector that is anything but basic “cute”. We see a young and smiling team, drinking glasses and posting activities together, a huge plus for the image of the startup.

Their message is clear: we can be serious without taking ourselves seriously. Result? A much wider audience, not just cybersecurity geeks. Successful branding mission.

To remember:

As we have always said, investing in branding = the key to success. The brand has de-dramatized the sometimes scary sector of cybersecurity to make it attractive and friendly, a powerful impact on its audience.

Being different in an ultra-codified world: the key to success?

As we know, the world of cybersecurity is very serious, very corporate. At Wiz, a reversal of the situation, the startup is against the current and plays on this difference. To wonder if it is better to be like everyone else and drown in the crowd or mark the minds by our difference? You will understand, it is this difference that has made Wiz successful, and even added value. How? By creating a pleasant and fun atmosphere in a cold and unfancy area, they were able to please and attract attention.

We can say that the brand is positioned as young and smart, it’s cool while remaining professional. Her very creative illustrations explain in a simple way their expertise. The site is playful and fluid with small animations that make it alive. The color palette uses blue and touches of pink. Very pretty but why? They are not chosen at random, they soothe reading and give a light, sweet and reassuring atmosphere. What more could you ask for?

To remember:

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What we remember about the startup is its disruptive branding, a daring bet, which allowed it to make a good reputation and especially to stand out from the competition.

What can we learn from them?

What we can remember about the brand is their successful communication on LinkedIn.

What do they share on their network?

• Video shot around a tasting game with the team to share a moment together and show the importance of inclusion at work
• Posts about the care given to the team as the benefits of the office (lunch offered every day...)
• Relaxed environment giving access to dogs
• Testimonials from employees who feel good there
• Photos of the beautiful well-decorated offices
• Activities shared between the members of the company (drinks, games, outings...)

All their posts are human-oriented, a very strong point of communication. But why LinkedIn? Simply because their target is mostly on this platform so they bet everything on it. Who are they? The startup targets the S&P 500, that is to say the 500 biggest boxes in the United States, we understand better why it is so interesting to be present on this network.

Conclusion:

Wiz is a great example of success that can be used as inspiration. By having a playful brand image, the brand has been able to make its place in a serious market which was a heavy challenge, congratulations to them! Going against the market direction allowed them to hit in the eye of the giant Google, who tried several times to buy the company. It must be said that they did not drop the case and do not seem to regret. And you, has it inspired you?

If the branding of wiz inspires you and you need to invest in your marketing for your company or other project, The Bract is a marketing agency for more than 5 years. We support entrepreneurs in their growth with customized strategies and has real experience in the field of branding, website creation, SEO... Do not hesitate to contact us we are here to help you!