Monday, December 28, 2015

CIO’s Digital Agenda XXIV: Sharpening a Strong Digital IT Brand

 To reimagine IT, IT branding needs to be part of IT transformation effort.

The “Future of CIO” Blog has reached 1.2 million page views with about 2300+ blog posting in 59+ different categories of leadership, management, strategy, digitalization, change/talent, etc. The content richness is not for its own sake, but to convey the vision and share the wisdom.

IT is no longer just a maintenance center, IT brand identity should be supported by the message you create and distribute to your customers. So what are the best ways to demonstrate IT value and sharpen a strong digital IT brand?

How to Sharpen a Strong IT Brand

  • Tough Choice for IT: Change the Name or Reboot Mindset? With business across sectors moving from industry speed to digital speed, IT becomes so pervasive and critical, information is the lifeblood of the organization, and IT is the business’s “digital brain”; many companies started with marketing driven, then finance driven, consumer driven, lately become IT driven...Can IT really be a game changer to drive business growth? Should the name then reflect the IT contributions and have people aware of the criticality of its value?

  • Three Steps to Brand IT Effectively: Most of IT organizations today are still being portrayed as the back-office cost center, to re-in-imagine IT, IT branding needs to be part of IT transformation effort, and IT branding strategy should be an integral part of IT strategy. Your brand identity will be the face you put on your IT organization and it flows from your brand strategy. IT brand identity should be supported by the message you create and distribute to your customers. After you have your IT brand strategy and your IT brand identity in place, your can actually market the IT brand inside the enterprise.

  • Three Reasons Why IT Doesn’t Get Respected? IT seems to be always at the paradoxical position, on one hand, technology is omnipresent, touch every corner of enterprise, on the other hand, many IT organizations earn very little respect from business peers, why, and how to turn around?

  • How to Promote IT Effectively? It is no secret that IT can often only be noticed when things are broken, the CIO and his/her team should be the leading persons driving that message of IT value throughout the enterprise. They are, after all, the face of the IT organization. The key challenge is to demonstrate what you provide can help the client achieve some critical purpose of theirs.

  • What are the best ways to demonstrate IT value? IT is at the cross road, some high-performing IT organizations have built solid value proposition, and moved up its maturity to become the game changer and business catalyst in their companies. However, the majority of IT organizations get stuck in the lower-level of maturity and struggle to prove their unique value, for helping the business gain competitive advantage. So what are the best ways to demonstrate IT value, through analytics or metrics up front; through business cases or portfolios; through governance discipline; through agile practice or just through business-IT mutual understanding?

Blogging is not about writing, but about thinking; it’s not just about WHAT to say, but about WHY to say, and HOW to say it. It reflects the color and shade of your thought patterns, and it indicates the peaks and curves of your thinking waves. Unlike pure entertainment, quality and professional content takes time for digesting, contemplation and engaging, and therefore, it takes the time to attract the "hungry minds" and the "deep souls." It’s the journey to amplify your voice, deepen your digital footprints, and match your way for human progression.


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