"We created micro-teams that brought people from projects and operations together and we made them contiguous, they owned their own success and set their agenda," he says of his Digital and Technology department and how it has modernised the operations of the Wellcome Trust. Elevance Health (combining elevate and advance) is the new name of Anthem, a Blue Cross Blue Shield provider. There are several different identities that an IT department could adopt. How to Rebrand: 10 Steps (with Pictures) - wikiHow Life If your business is more mature, a partial rebrand can help you retain the brand loyalty you've built, while refreshing your image to keep up with changing times. Looking at your brand colors with fresh eyes using color psychology and competitor research can help you evaluate whether they're working with (or against) the brand image you're looking to project. It's even more important to empower customer service. dtSearch - INSTANTLY SEARCH TERABYTES of files, emails, databases, web data. This PC (Option)Thank you. Fort Bragg becomes Fort Liberty in Army's most prominent move to erase Back in college a group of IT majors (myself including) created a free help desk for students and staff for their personal equipment called, TechNinjas. To successfully implement a rebranding strategy, you'll want to start by identifying whether your brand needs a partial or total rebrand. Step 1: Know why you're doing a rebrand. The 10 Most Successful Rebranding Campaigns Ever Our unrivaled storytelling, in video format. What hardware and software they want to use for collaboration? However, IT will be far from off the hook. Original/Ownable: Your name is yours alone. Keeping ahead of the competition relies on a constant stream of new ideas, whether that be in a product or service or the operation of the business and here, yet again, technology teams find themselves in a new and respected place within business. But like changing names, you should still consider it carefully. They should set up a culture to challenge employees through innovation exercises. So how does the creative process originate options? If you don't get positive feedback, it might be time to go back to the drawing board. as well. Why do we still call it the IT department? | ITWeb If you need some logo inspiration, check out this helpful guide. friend suffering from this affliction, so this hits close to home. We generally advise clients to prioritize their name generation first and domain selection second. But, as brands expand and change, some of their founding values might become unsustainable. Rebranding the IT Department: Casting Off the Techie Image Get Instant Access To unlock the full content, please fill out our simple form and receive instant access. Transition your brand to the new logo, product, etc. What do you call your Helpdesk? - Best Practices C-suite career advice: Scott Castle, Sisense, Technology - cited by a number of users for simply saying what it does on the tin, Business Technology & Information Services. Your employees on what it means to work for this brand. Willis' story may be from the forefront of innovation and F1 is not your typical business, but the challenges of winning motor races and winning market share have much in common. Maybe sales have been floundering, or perhaps brand awareness efforts aren't picking up. They know better than to make jokes about those who control their comms! Collaboration within and across our institutions. And what about organisations that have outsourced most or all of their technology either through hosting or the cloud? Understanding the availability of these skills and resources will be a critical role the CIO will play in addition to helping other leaders train their people on relevant technology skills for their area, the report says, adding that throughout this shift, IT leaders will need to maintain transparency and stay open to new ideas, demonstrating trustworthiness to employees., Oh points out that even job classifications will dramatically change during the IT rebranding process. It's Time to Reimagine the IT Department - InformationWeek Here is my compilation of the responses I received on the subject of rebranding IT. We also needed the former IT team to see themselves as part of the business, contribute to the dialogue on what problems to solve, be agile to present multiple solutions, and to communicate in business terms. Information is now a word indicative of big data, analytics, decision support and many other terms beyond its 1990s definition. A discussion amongst over 100 CIOs in a private forum surfaced a dozen new departmental names. ALS or Lou Gehrigs Disease. as well. You may opt-out by. The IT department does much of its work behind the scenes and is more integral to a companys success than many realise. Cross functional teams combining the skills of front-line practitioners, technologists and management have proliferated from healthcare to the oil industry, retail to broadcasting. There are no suggestions because the search field is empty. You can make it sleeker, use different colors, etc. This feels pretty antiquated to me, and I've been thinking about some potential rebranding. Unlike changing names, changing slogans is a little easier for your marketing efforts. Historical: Tesla is a fascinating example. Another opportunity for alignment and rebranding IT as a partner with the business units is to designate IT positons specifically to focus on serving the business unit. This topic has been locked by an administrator and is no longer open for commenting. A Guide To Successfully Rebranding Your Company | Indeed.com If I missed a recent discussion, I'd appreciate a link and sorry! The new logo didn't communicate anything about the brand, and in fact took the personality out of the brand's logo. The IT department name should indicate the intersection of business and digital functions while also showing a focus on business results. I would probably rename IT to DigitalDigital transformation, Digital marketing, Digital engagement, etc. But it clear that the tech IT department has never been a strong, active communicator in the organization and I would like to begin to change that. This brought together the global aspect of our business and pulled all the IT groups together. Its important to recognize first that virtually every word in the English language has been used by a company or a product. Whether you end up going with a logo redesign, a website redesign, some refreshed messaging or a complete brand overhaul, these steps can help you to consider your best strategy for building a brand that gets it right this time. worldwide using our research. In addition to our name, our tag line, The Business of Information Technology, serves as a reminder of our fiduciary responsibility, our service commitment and our definition of innovationdoing something different, not just doing the same thing better. Finally, our organizational structure is inverted, with our customers and colleagues at the top followed by all of our stakeholder-facing teams to further emphasize our service culture. Like your name, your logo is one of your brand's most memorable components. "A few years ago we decided that we needed to look at the digital tools that hold the business together," he says of how the Formula One team reconsidered IT and saw its true value, the glue that helps the business, in their case, literally win. We call ours 'Business Systems' since the scope not only includes hardware and software issues, but how it all relates and works within the scope of the business as a whole. There are a few other major reasons you might consider a rebrand, including: You might need to refresh your brand if you're expanding to international markets that won't identify with your current logo, messaging, and so on. After all, it's hard to sit down and flip through fonts when you have so many priorities to juggle. "While a name change may appear to be a trivial matter, consider the impact of the term IT and how it constrains the . While the company could have worked on improving customer support, they spent money on a cosmetic upgrade, which didn't help them earn the trust back from their customers. A new role in organisational change it seems, as IT matures into a business change agency. It needs a story behind its meaning. When you're rebranding, avoid losing too much brand recognition by trying to maintain the parts of your old logo that worked. "Today you have internet of things devices that create data, you have APIs on distributed systems, so organisations need to get to a real time, one screen view that is relevant to all the demands on the business and all business units," he says of how old fashioned structures will continue to collapse and instead technologists and professionals of all types will come together to focus on business outcomes. This truly embodies the ideal customer service experience. Differentiating: It must speak to what makes you discernable from competitors. Compounding: Mashes up two words. You might also want to consider whether your font is consistent with any markets or messages uncovered while rebranding. What advice would you give to aspiring security leaders? An ICT department no longer simply means the department which produces information with technology and communications, if, indeed, it ever did. To successfully take on any of these four images, the department must thoroughly comprehend the needs and wants of the users and integrate branding tactics at every point of public contact. They're why you're working towards your vision, and why you're dedicated to your mission. Take Zara and The Knot, for example, two companies that changed their logos in the last few years: In these brand updates, elements of the old brand carry through. Resources and ideas to put modern marketers ahead of the curve, Strategies to help you elevate your sales efforts, Everything you need to deliver top-notch customer service, Tutorials and how-tos to help you build better websites, The insights you need to make smarter business decisions. And the results are (drumroll, please). And now that you know your marketing channels, you'll be able to make more educated decisions on weight and cuts like which fonts show up well, and which leave your words looking wonky. Additionally, if you're going to shift your name and product offerings, it's important to communicate that message clearly. Changing names is a big undertaking, one that can cost you brand recognition and organic search traffic in one fell swoop. That doesnt mean its unobtainable, it just means you need to ensure that it isnt used within your industry classification, and that you have a good trademark attorney. Ultimately, they will need to serve as conductors or master facilitators of innovation across all functions. The Renaming and Rebranding of Geography Departments - AAG President's Column What's in a Name? Ultimately, knowing the risks of rebranding can help you determine whether or not you're jumping into a rebrand for the right reasons. The organization will still need to focus on helping facilitate those departmental teams through flexible service offerings. They should encourage the IT workforce to experiment with different ways of organizing and delivering. Enduring: It must be able to weather future business dynamics and environmental changes. But it's that same repetition that builds brand recognition. In a statement regarding the new logo, the Dropbox design team said, "Our old logo was a blue box that implied, 'Dropbox is a great place to store stuff.' Their "joke rebrand" was a smart play it incentivized people to either vehemently fight for the importance of IHOP's most important product (pancakes), while also calling attention to their other offerings. Memorable: Your name must make an immediate impression and keep you top of mind. (2) Given a change, it's popular to add science (s), brain, mind, or behavior to the department's name. Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness. | Website designed by nclud. Let's Rebrand The IT Department As The Collaboration Department A rebrand takes a lot of time, energy, and resources, so it's a decision that shouldn't be made lightly. Use your brand personality to inform you brand voice. The changing shape of how technology is used by the enterprise and its customers has led to the traditional name - IT - to be largely deleted from the tape drive. The 80-year-old company has grown significantly over the years, and is now a major distributor of pet products from coast-to-coast. This can include posting advertisements online, in print, on TV, on radio, etc. Best Practices. But choosing the right color can be difficult, and as your company develops, your color might need a brush up. Fort Bragg name change ceremony watch live | Confederate namesake "There is a perception that IT has to own the data as they have the technology, but it really should be owned by the respective business line," observes Gerber at Tibco. This option is typically suited to situations like mergers, product overhauls, and other similarly foundational shifts. One of the main strategies of rebranding is changing your logo. As fun as rebrands might seem, you don't want to do this every year, so really look at your vision, mission, values, and purpose and consider whether this new logo can support them in the long run. I have a Posted by danielbyer on Nov 3rd, 2016 at 7:35 AM. IT must move, it explains, from being the sole proprietor of how organizations develop and use technology to serving as a flexible partner that helps facilitate a technology-led innovation culture; creates an ecosystem of skills across the enterprise; and expands the technology leadership structure. A clean slate. Now that we've explored various aspects of rebranding, let's take a look at examples for further inspiration. Stay simple. This reshaping of the traditional IT department is the necessary result of dramatic and lasting changes in how technology is used in the business. When it Comes to Department Name, 'Psychology' Is #1 You might want to redesign your logo, use new colors in your brand material, or even create new brand guidelines. Will it also soon bar the students from working after they graduate? A Collaboration Department would measure the degree of collaboration within campus and across institutions. Be the Business: CIOs in the New Era of IT, The CIO Paradox: Battling the Contradictions of IT Leadership. Once you know what your logo and messaging will sound like, it's time to create new advertisements and content with this messaging in mind. In the past IT dictated, supplied and supported the tools that made the business more efficient, when the tools failed, efficiency gains were lost and the old nature of IT led to a relationship beset with friction and the claim that IT was not aligned. An example is ride-hailing company Lyft (Can I give you a lift?). So when rebranding or naming a new startup, remember your business name must have meaning and power. Whether your branding efforts started (and ended) with a logo jotted down on a napkin, or you whiteboarded your way through the entire branding process, somewhere along the way things stopped working. Your values act as the why behind your brand. As you've likely gathered from this post, a rebrand is a fantastic opportunity to refresh your public perception and get consumers' attention. The old GuideStar website is still visible and usable, but there is an explanation of the new corporate entity and a link to Candid's page. PS. Weight Watchers changed its name and logo a few years ago to shift its focus from weight-loss to wellness. Those organisations that have experimented and succeeded with cross functional teams often go on to reshape the entire organisation and phase out old structures and team titles. Rebranding IT: An Opportunity To Transform For Future Success | CIO According to a new report from KPMG, the IT function is caught in the middle of a massive shift, as disruptive technologies. Trusted by business builders worldwide, the HubSpot Blogs are your number-one source for education and inspiration. Last week I reached out to readers of The Heller Report and asked them to share what they have done to rebrand IT. Would a rebranding from IT to Collaboration mean anything? When you're re-evaluating your vision, mission, and values during a rebrand, these are the three questions you'll need to ask yourself. As my firm approaches the creative renaming process for a client as part of a rebranding exercise, we gather insights from several different sources: The name must mean and stand for something important to the soul of the organization. HubSpot Podcast Network is the destination for business professionals who seek the best education on how to grow a business. Resources for faculty and staff from our partners at Times Higher Education. Change to Next-generation, cloud-based ERP systems yield new levels of strategic agility and business insights. Here, everything is on the table from your name to your purpose, your market, or your brand identity. If we agree that words have meaning, then in this case, the new CIO is definitely a manager of meaning, and what his or her department means to their organisation is critical to success. Changing the term [from IT (Information Technology)] to BT (Business Technology) is also a powerful way for the chief technologist--CIO or CTO--to signal to line-of-business managers and executives.