At some point, all businesses realise that their current branding just doesn’t work anymore. Perhaps their font is out-dated or their logo needs to be modernised. Whatever the reason behind the decision, rebranding sends a clear message – it is a marker of an organisation’s commitment to evolution and upward growth. And it’s important to note that a rebrand isn’t only important when looking at external perceptions of your business, internal rebranding is just as critical
Think about your own organisation – different roles and departments are perceived in different ways. The accounting and finance team are seen as shrewd and meticulous, while HR are understood to be good listeners. Today, we’re seeing many digital leaders and CIOs approaching IT transformation by coming up with new names for their IT departments. They’re doing so because they want to change ideas around what IT is all about. Essentially, they’re looking to rebrand IT.
“IT as a discipline has the enormous potential to become the transformational force that guides organisations through unknown digital landscapes,” writes ITnews. And yet perceptions and misunderstandings about IT’s capability and scope still hamper efforts to change up business’ understanding of the role of IT
What’s in a name?
IT stands for information technology, but the modern IT function is involved in so much more than this. The new IT function enables digital transformation. It’s not just about managing information, it’s about what the IDC calls the “third platform”, which distinguishes the current world of cloud, mobile, social and big data from earlier eras of computing. Similarly, successful IT transformation means understanding that your IT team is no longer only in the business of handling technology, or physical hardware. They’re tasked with finding solutions to problems that exist across the entire organisation. When one considers this, IT should be seen as partners within the business working closely to define goals, prioritise opportunities and find the right solutions to meet desired outcomes.
Upping IT flexibility
According to CIO, any successful IT rebrand will see centralised IT functions being replaced by more flexible, decentralised iterations. This is because technology has become part and parcel of all elements of business. At times, this change even demands that different business functions build their own development teams. This certainly doesn’t mean that IT is no longer necessary. Now, IT will be the expert facilitators who help other departments to innovate and develop solutions, essentially integrating the IT function into all aspects of the business. It’s about blurring the organisational boundaries between IT and other business units.
According to the 20th annual Harvey Nash/KPMG CIO Survey, 40% of CIOs believed their digital strategy would fail without an innovative and experimental culture. IT is a critical part of that culture.
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