Take Control of IT’s Narrative

Organizations are increasingly dependent on IT for success, putting the spotlight on IT and the CIO like never before. Yet, outdated perceptions of IT as a cost center or order taker persist – limiting IT’s capabilities, organizational expectations, and the CIO’s career trajectory. Use this step-by-step research to comprehensively redesign IT’s brand and confidently take your place under the spotlight as a reliable strategic partner.

IT’s brand can be a powerful ally to both personal and team success, but it can also be a major obstacle if not proactively managed. Many CIOs see branding as a marketing problem rather than an IT priority or are too overwhelmed by legacy perceptions to know where to start. Take a holistic approach to understanding your current IT brand and then charting a path to your ideal strategic and trusted brand.

1. Step out from the shadow of assumptions.

Most IT teams have no clear brand identity and little understanding of how they’re currently viewed internally, leaving their perception to be based on industry cliches, outdated legacy reputations, and inconsistent messaging. Most CIOs have not proactively challenged this perception, thus damaging organizational trust and limiting IT’s strategic role. CIOs must reframe the conversation to capitalize on opportunities and prove value.

2. Push your team to act as brand ambassadors.

A team’s brand can be decided from the top-down, but the true perception of your brand is what others say about it. The actions your team takes, the experiences they create, and the consistency of their delivery is what will define your brand to the wider organization. Your team need to resonate with their new brand internally to successfully act as its ambassadors.

3. Communicate your full capabilities.

IT is often limited by the low expectations placed upon it, rather than its true capabilities. CIOs must understand the limits of these expectations and challenge them with initiatives that will build trust and improve the value perception of your team and brand. Prioritize the needs and wants of key players in your organization and communicate the value in their language.

Use our step-by-step blueprint to take control of IT’s narrative and transform your brand as strategic partner.

Tackle your PR problem with a campaign to redefine the organization’s perception of IT. Use our comprehensive methodology, templates, and tools:

• Discover your current IT brand by analyzing feedback from your team and the wider organization.
  
• Envision your desired brand through key player profiles and journey maps, core IT services, value propositions, and strategic objectives, and define your brand’s purpose.
  
• Bridge the internal IT gap by getting your team’s buy-in and encouraging them to reflect the brand in their daily work.
  
• Bridge the organizational gap with a clear roadmap, metrics, and goals designed to reshape organizational perception.