Information Security Service Branding - beyond information security awareness

End-users play a critical role in the effective implementation and running of an information security program in any organization. The success of such a program depends primarily on the effective implementation and execution of associated information security policies and controls and the resultant behavior and actions of end-users. However, end-users often have negative perception of information security in the organization and exhibit non-compliance. In order to improve compliance levels, it is vital to improve the image of information security in the minds of end-users. This paper borrows the concepts of brands and branding from the domain of marketing to achieve this objective and applies these concepts to information security. The paper also describes a process for creating the information security service brand in the organization.