Overview
SucuriLabs’s brand is the total sum of how people experience us – from a first visit to sucurilabs.com to an onboarding email, from how quickly we ship a bug fix someone complained about, to ads, conferences, and more.
This is important for two reasons:
-
Brand is a growth driver: It’s one of the main reasons SucuriLabs will get recommended. People who trust a brand talk about it.
-
Trust is slow to build and fast to lose: A generic headline, a forced joke, a bad sticker, a robotic support reply – each one chips away at the trust we’ve earned.
Taste
Taste is one of the single most important principles SucuriLabs has. Polishing is surface-level – smooth gradients, perfect shadows, trendy layouts – it’s the visual equivalent of buzzwords. Now, “Taste” is deeper: making decisions that reflect a point of view, caring about whether something is right and not just done, going the extra mile.
Something made with taste looks like someone made this on purpose, especially in a world where more people are shipping AI slop.
What taste looks like in practice:
- Caring about details: Typography, spacing, alignment, whitespace – or the exact wording of an error message – these are felt even when not consciously noticed.
- Intentionality: Every element has a reason to be there.
- Going the extra mile: Especially for things you think most people won’t notice (you’d be surprised how many actually do).
- Enjoying the work: When you enjoy making something, it shows.
Brand personality
SucuriLabs should feel:
| Feel like this | Not like this |
|---|---|
| Opinionated | Diplomatic to the point of saying nothing |
| Human | Corporate robot |
| Slightly weird | Trying to be funny in a try-hard way |
| Thoughtful | Random |
| Direct | Fluffy |
| Honest | Corporate fluff |
| Playful | Childish or unprofessional |
| Approachable | Arrogant |