Now with the accelerating digital speed, IT organizations are at the crossroad, either to reinvent its tarnished image or become irrelevant in the digital age.
“IT Branding” Summary
Where are the Focal Point 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, you can actually market the IT brand inside the enterprise.
The New Book “Digital IT - 100 Q&As” Chapter IX Digital IT Branding Q&As A high-performing, high proactive, and high-innovative IT is the key success factor for the digital transformation of the business. However, the majority of IT organizations still get stuck at the lower level of maturity, being perceived as the support desk and cost center only with the tarnished IT brand. Hence, to reinvent IT, IT branding needs to be part of IT transformation effort. Start with IT self-evaluation - take a critical look at IT, you should be honest with yourself about assessing the strengths and weaknesses of IT organization objectively, and spark healthy debates on how to rebrand IT as the innovation hub and growth engine of the digital business?
How to rebrand IT? IT is being treated as a cost center and technology controller for years, because many IT organizations are seen as a help desk and a maintenance center to keep the lights on, or simply cannot give a fair accounting of where the money is going in terms of business capability or, more importantly, directly identifying the business value. Now with the accelerating digital speed, IT organizations are at the crossroad, either to reinvent its tarnished image or become irrelevant in the digital age. So the challenge facing IT leaders would how to re-imagining IT and unleash its potential.
Tough Choice for IT: Change the Name, or Reboot Mindset IT is being treated as a cost-to-be-controlled for years -It may be reasonable because many IT organizations are seen as IT help desk to keep light on, or simply cannot give a fair accounting of where the money is going in terms of business capability or, more importantly, directly identifying the business value -- which leads to an inability for IT to its value to the lines-of-business. However, 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 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?
Sharpening a Strong Digital IT Brand 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?
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