Decorative dot pattern
POSTED ON 18-June-24

Join Tom Finnigan, Co-founder of Murfin, as he shares his eye-opening experience at the RSA Conference in San Francisco. Discover the key strategies that can help Australian cyber security businesses carve out a niche in a crowded global market. From iconic branding to concise communication, Finnigan reveals the secrets to building a compelling brand story that resonates and cuts through the noise. Learn how to set strategic goals, humanise your brand, and engage your audience to create lasting impressions.


RSA Conference in San Francisco was a real eye opener for a first timer like me!


Navigating the massive venue with its throngs of exhibitors and attendees, each vying for attention, left me feeling overwhelmed. My co-founder at Murfin Group, Jason Murell, quickly noticed my wide eyed expression.


That's when it hit me... the sheer scale of the global cyber security market. RSA put the Australian market into stark perspective.


This cacophony of cyber security brands offered a unique opportunity to observe what worked and what didn't when it came to standing out.


Big brands naturally dominated with impressive displays and flashy visuals. But for smaller and mid-sized Aussie cyber security businesses, carving out a niche proved a real challenge.


One creative example that grabbed my attention used iconic imagery, the green ghost from Ghostbusters. This clever approach not only attracted attention but also linked the brand to a familiar and nostalgic experience.


Ultimately, the key differentiator came down to clear and compelling communication. In such a competitive environment, simple and concise messaging is paramount.


When it comes to your brand, focusing on identity and crafting a compelling story is the secret weapon.


Building a brand story alongside your business growth requires a strategic approach. Start by envisioning where you want your customers to be in a year or two, your 'destination postcard.'


With this vision locked in, map out the strategic goals and targets to get you there. Here at Murfin Group, our Public Relations as a Service (PRaaS) framework helps businesses develop and build a strategic roadmap.


Here's a survival guide for Aussie cyber security businesses looking to stand out!

Set Strategic Goals

Develop clear, measurable goals aligned with your 'destination postcard.' Regularly review and adjust your strategies based on feedback and performance to stay on track.


Humanise Your Brand

Share your journey and passion with your audience. Build a community around your brand with industry leaders who can validate your story and boost engagement. When potential customers connect with your team's passion, trust and investment in your brand are more likely.


Articulate Your Value Proposition

Ensure your messaging is clear and concise. Whether it's social media, presentations, or face-to-face interactions, being able to communicate your offering and its value in simple terms is crucial.


Be Consistent

Consistent messaging across all platforms reinforces your brand identity. Repetition drives recognition, making your brand more memorable to potential customers.


Engage Your Audience

Actively connect with your audience on social media and other platforms to build a loyal community. Respond to comments, share relevant content, and showcase your expertise to establish your brand as a thought leader.



By focusing on these strategies and personalising their brand experience, Aussie cyber security businesses can effectively stand out in the crowded marketplace.


Building a strong, recognisable brand takes time and effort, but the rewards in terms of customer trust and loyalty are well worth it.


Standing out at events like RSA isn't just about having the biggest booth. It's about crafting a compelling story that resonates with your audience and clearly communicates the unique value you offer.


Embrace the power of storytelling, humanise your brand and maintain consistent messaging.


These elements will help you cut through the noise and leave a lasting impression on your target market.



For 32 years, RSA Conference has been a driving force behind the world’s cyber security community. RSA Conference is an ongoing source for timely insights, thoughtful interactions, and actionable intelligence. All designed to help cyber security professionals continually strengthen their organisations and push their careers further.