Branding IT Organization Part I talked about branding in general and how IT branding is linked to the Process Culture maturity of an IT organization. This time, I will further define the concept of IT branding and how it relates to team culture. Jose Rivas, a colleague of mine, posted this as a comment in my last article:
“Branding is something that everyone in IT does every day– it is how the user community perceives you. I believe that branding is a reflection of the culture that drives the IT organization, or any other group for that matter. Purposely branding IT takes a lot of thought and effort. It requires a clear vision, effective communications within as well as outside IT, strong executive sponsorship and a well-motivated organization.”
I couldn’t agree more with this opinion of Jose Rivas on IT branding as a reflection of the team’s culture. Branding has a lot to do with human perspective and the forces that are created in social and organizational interactions. It has a lot to do with your group’s identity and culture.
IT Brand Identity and IT Branding
IT Brand Identity marks the tangible representation of your IT brand. This representation can be in different forms – your mission and vision, your service offers, culture and style. It is what you stand for. IT brand identify is the set of values that exists in your customers and employees’ mind as a result of interaction and associations with your IT organization.
IT Branding is the process of building and improving IT brand identity. This identity or culture is shared by employees and groups that control the way you interact with each other and with stakeholders outside of t he company. It is the value you create that gets reinforced every time your internal customers interact with anyone in your team and any facet of your service.
Improving your IT brand: Why bother?
Below are just some of the rewards IT organizations can derive directly or indirectly from having a strong IT brand.
- IT will run more efficient operations because they align all decisions with the mission, vision and values that underpin their promise.
- Internal customers (business) are willing to invest more in IT because they believe it will deliver outstanding benefits.
- Quality of IT services concretes internal customer loyalty.
- Business supports IT projects because they know that IT creates value in the company.
- It is easier for IT to communicate new service offers.
- IT will find it easier to attract and retain good employees because applicants believe in the quality of the workplace based on the advance knowledge of the caliber of the brand.
- IT will increase its value and management support
The bottom line for IT managers and employees is that if they do not become conscious of the team culture in which they are embedded – those cultures will control them. This process is complex and multifaceted. Every IT team must learn how to become a team. They have to find their identity and use it to their advantage.
Photo courtesy of advanceweb.com.