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Brand Strategy

Discover the core of our brand, where it stems from and what it stands for.
Brand Foundations
An essential part of creating alignment is shared language.
A shared VISION that states our ambition as a company, that everyone in the business is part of achieving
A shared MISSION that defines our business role, value we create and objectives
A shared PURPOSE which is our commitment and customer promise
A shared POSITION communicates our difference in the category
Our Vision
“To ignite innovation by securing the 
dynamic way the world works.”
01
This is a unique POV in security. We do this in two ways: an innovative approach to cyber that enables speed, efficiency, and sophistication, and empowering security pros to focus on what matters.
02
Security is central to why we exist. We secure our customers in the traditional sense, but we also secure outcomes and minimize disruption from threats.
03
This represents three things:

  • Our POV on how security should work

  • That the world is dynamic and our dynamic technology addresses that change

  • That we’re essential to how our customers and the world works now and in the future
Our Mission
“To be the essential cybersecurity platform, protecting you from unknown threats using AI that learns from your business in real-time.”
01
'Essential platform' is a commitment to become more than 
a point solution but a need to have for security leaders
02
Our AI methodologies and approach to cybersecurity uniquely identifies anomalies in the ecosystem of our customers businesses
03
Our AI differentiation is oriented around the data that it is trained on, not the specific methodology
Our Purpose
“We keep our customers ahead of the changing threat landscape everyday.”
01
This is a shared commitment we all make to our customers as a company - no matter what role or department.
02
Emphasizing value we create for our customers—proactive protection with AI trained on your unique data, vs. reactive protection from models trained off of big data.
03
Acknowledging that the threats will continue to evolve, but we keep you safe in an unknown future.
Position

Our positioning statement can be used as
the foundation for a company boilerplate, and
as an expression of what makes Darktrace
different to inform writing and create alignment.

In a world where the threat landscape is evolving at machine speed, businesses need proactive protection. Darktrace is the essential cybersecurity platform to secure your business today and for an ever-changing future. Darktrace AI learns from your data, detecting threats and intervening against attacks with precision and speed. Our platform provides unparalleled visibility, correlating threats beyond boundaries — securing your business across cloud, email, apps, OT, endpoints and network.

Brand Platform
Our brand platform is the external expression of our Brand’s vision, purpose, and essence.
Darktrace AI secures the world in a fundamentally new way, because we see cybersecurity differently.
We see beyond.
Beyond is Our Brand Essence

"Beyond" embodies our pioneering role in AI-driven cybersecurity. We go beyond the competition, beyond convention, and beyond customer expectations.

Our new brand essence will drive our culture, customer engagement, product development, and communications, distinguishing us as visionary leaders in AI and cybersecurity.

Beyond Conventional Cyber
So that businesses operate without the constraints of traditional security models, enabling seamless AI security integration and secure expansion
Beyond Complexity
So that AI cybersecurity ecosystems are intuitive, allowing for rapid adaptation and implementation of solutions.
Beyond Reactive Measures
AI-driven resources that empower teams to preempt threats before they manifest, securing future ventures.
Beyond Uncertainty
So that leaders make confident decisions informed by their unique cybersecurity needs, driving true innovation & assurance through AI excellence.
Beyond Data Silos
So that information flows securely across departments, enabling holistic insights and a unified AI defense strategy.
Beyond Limits
So that enterprises thrive in an era of AI transformation, securing their legacy and pioneering new frontiers.
Beyond Today’s Threat Landscape
So that strategic planning and security evolve in anticipation of future challenges, ensuring resilience and adaptability.
AND Beyond AI Hype
So that AI is not just than an add-on feature or marketing gimmick but the foundation for our customers’ cybersecurity approach.
Brand Manifesto

WE ARE THE HUMAN INTELLIGENCE BEHIND THE ARTIFICIAL
A DIVERSE AND HIGH-PERFORMING TEAM
BROUGHT TOGETHER TO IGNITE INNOVATION
‍
We empower the CYBER defenders who keep the world moving Who need an upper hand against A rapidly changing threat landscape Where traditional cybersecurity just can’t keep up
‍
We’re leading a new era of cybersecurity ENABLING YOU TO STAY PREPARED FOR WHAT’S AHEAD Leveraging ai that learns from your data,Always adapting and evolving To stop unknown threats


with darktrace, you can defend beyond
defend intelligently
defend across silos
defend differently
to make business more resilient -
freeing the world to move forward and work in new ways.

To innovate beyond
To build beyond

TO SEE BEYOND
To go beyond

that’s the power of you and darktrace - together, we
defend beyond.

Why this word

DEFEND is our promise, our role in culture, and our proactive approach to cybersecurity. It represents our mission and purpose.

Why this word

BEYOND is our AI-native approach to cybersecurity, our differentiation from the competition, and our commitment to innovation. It represents our vision and position.

How it serves us

It positions Darktrace as a customer champion, enabling the defenders who secure the world, and instilling trust and reliability in our brand.

How it serves us

It challenges us to remain innovative, to lead in AI, to continue to stay ahead of the changing landscape, to go beyond.

Defend Beyond

Why they work together

"Defend Beyond" reflects our leadership at the intersection of AI and cybersecurity. It is a simple, powerful, memorable call-to-action that unites us with our customers and differentiates us from the competition.

Brand Pillars

Our brand platform is the external expression of our Brand’s vision, purpose, and essence. It’s powerful, confident, and memorable. It’s a call-to-action with our customers to defend beyond, to secure what’s next, to protect possibility. It’s a reminder that our AI goes beyond convention to gives defenders an upper hand against the changing threat landscape. It’s a rallying cry for our employees to innovate beyond today while building the essential cybersecurity company.

Defend Beyond is more than a tagline. It’s a mindset that positions Darktrace as a champion of innovation and defender of our future. It will show up in our brand marketing for many years to come, but shouldn’t be over-used. In order to build longterm meaning and equity, we use Defend Beyond intentionally in campaigns and communication.

Our Products
Advancing Innovation
We Defend Beyond through our portfolio of proactive, AI-native products and the ActiveAI Security Platform. Our R&D teams continuously evolve our products and develop new AI-powered technology to stay ahead of the changing threat landscape.
Our Customers
Enabling Defenders
We Defend Beyond by enabling cyber defenders to remain prepared, fast, efficient, and innovative. In collaboration with our customers and network of partners, we defend the dynamic way the world works.
Our People
Going Beyond
We Defend Beyond by going beyond as one Darktrace. Our people are the human intelligence behind the artificial intelligence. We’re a diverse, high-performing, and innovative team, that just like our AI, is always learning, adapting, and staying ahead.
Protecting innovation.
Defend Beyond is a memorable shorthand for the new Darktrace vision. We Defend Beyond by going further to secure the way the world works and ignite innovation. 
It embodies Darktrace's positioning by emphasizing proactive, AI-driven security that enables companies to remain fast, prepared, efficient, and innovative.
Championing defenders.
Defend Beyond positions Darktrace as a champion for defenders. It connects with ourunique, customer-centric approach to cybersecurity. It means we’re there not just forour customers, but with them. We defend together and will evolve to meet their needs,continuously learning from their data.
Building beyond.
Defend Beyond drives our internal culture. As we build Darktrace together, we go beyond expectations, beyond conventions, to collaborate, scale, and continue to innovate in cybersecurity and AI. We build products beyond the competition and deliver above and beyond in our customer experience. It’s about buildingDarktrace together to go beyond our wildest expectations.
Defend Beyond is Darktrace's global tagline.
North Star for campaigns/comms:
"Defend Beyond" anchors our commitment to proactive AI security and innovation. It directs our technology, enriches conversations, and shapes our vision for the future as leaders in AI-driven cybersecurity.
Customer/Partner Commitment:
"Defend Beyond" represents our commitment to defend alongside our customers and partners. It’s a pledge to exceed their expectations, protect their business and people, and enable their security, growth, and innovation with visionary AI technology.
Drives Employee Culture:
"Defend Beyond" is a rallying cry for our team to exceed the norms of AI and cybersecurity. It inspires our employees to foster a culture of relentless innovation and take pride in leading digital security.
Foundation for brand actions:
"Defend Beyond" is adaptable and central to all aspects of our business. It reaffirms our role as a dynamic, reliable partner in cybersecurity, from product development to customer support.
Defend Beyond
unites the cyber + AI message and differentiation in our products and for the ActiveAI Security Platform.
Product Level:
Each Darktrace product embodies the "Defend Beyond" ethos by incorporating self-learning AI technology to proactively, prevent, detect and respond to unknown threats. Our products work beyond traditional cybersecurity feature sets with the integration of AI capabilities, they are supercharged with our Cyber AI Analyst, and they go beyond the competition when they work together, correlating data and defending across coverage areas on the ActiveAI Security Platform.
Platform Level:
The Darktrace ActiveAI Security Platform embodies the breadth of what "Defend Beyond" can be for our customers. It’s a unified, AI- native platform that goes beyond our competitors — providing proactive, preventative protection across the business and gives defenders an upper hand against the changing threat landscape.
Defend Beyond is a connector. Not just with our customers and the outcomes we enable for them, but to their customers and the world.
That’s how we defend beyond.
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