Martha Heller is CEO of Heller Search Associates and author of Be the Business: CIOs in the New Era of IT, and The CIO Paradox: Battling the Contradictions of IT Leadership. From my experience, most calls to an IT department are emergencies and need fixing right away. On the whole, if your name still fits, your best course of action is to keep it. I saw this post:https://twitter.com/mysterybiscuit5/status/1663271923063685121I like the form factor. dtSearch - INSTANTLY SEARCH TERABYTES of files, emails, databases, web data. Invented: Created names are increasingly popular, as they are the most effective way to navigate an environment where many possibilities are trademarked. a partner) with the delivery of technology solutions that add value to our clients, team members and provide the highest potential to enhance success.-Paul Zyla, In one of my previous jobs we rebranded IT as Technology Partners. Resources for faculty and staff from our partners at Times Higher Education. According to a new report from KPMG, the IT function is caught in the middle of a massive shift, as disruptive technologies jolt organizations into new business models and organizational structures. 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. If it isn't, you can get some new ideas for slogans with these starting points: The tangible elements you use to communicate your brand might have been in play for a few years by the time you start considering a rebrand. The cost to rename Fort Bragg one of the largest military installations in the world by population will total about $6.37 million, according to a commission report. If your company was acquired or joined with another company, you cant just let both brands battle it out. And this wasn't a bad idea for a rebrand, however it's important that your product offerings either change with your new identity or don't rebrand at all. 5. If you look at job family classifications today, there are not many companies with data and analytics, AI or automation, he says. In today's media whirlwind, rebranding seems to have become the latest trend to . For instance, Foundation Center was the largest source of information about philanthropy globally, and GuideStar was the largest source of information on U.S. nonprofit organizations. FORT LIBERTY, N.C. (AP) Fort Bragg shed its Confederate namesake Friday to become Fort Liberty in a ceremony some veterans said was a small but important step in making the U.S. Army more . After all, the medium is the message. - which stands for Business Aligned IT. 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. With new names come new responsibilities and CIOs in a wide range of vertical markets have rebranded the organisations they lead on a day-to-day basis to reflect the new position they as a business technology leader and their team members have within a business. 25+ search types; Win/Lin/Mac SDK; hundreds of reviews; full evaluations. To understand the process, Autumn Sterrett, the COO of the branding agency VHS Design . | Website designed by nclud. If you look back over the course of the last 50 years we have seen a progression of names from Data Processing, Management Information Systems, and Information Systems, to Information Technology. A new role in organisational change it seems, as IT matures into a business change agency. Abbreviations: There are way too many abbreviation names out there, including airline Qantas (Queensland and Northern Territory Aerial Services) and telecom provider Sprint (Southern Pacific Railroad Internal Networking Telephony). If it's accurate, use it. And the results are (drumroll, please). But that's a hard truth for young companies who are still trying to prove themselves. However, with their new name "Wellness that Works," customers weren't sure if the product offerings were going to change. More often than not, new leadership that insists on a rebrand is doing it more for themselves than the company. 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. Geographical: American Airlines, New York Life, Southwest Airlines. Uptime? Crouch recently announced on LinkedIn that she wanted to rebrand her collections department, including giving it a new name and staff titles. How to rebrand your company: A five-step approach Wrapping up What makes up a brand? We encourage our business to Take the BAIT!-Anonymous, We are putting an emphasis on our ability to deliver data and business intelligence instead of focusing on infrastructure and operations. represents itself with a hand-drawn logo that gives an authentic, down-to-earth feel, just like the ingredients in its products. Now the entire digital and technology workforce has 10% time and Thomas has developed a way to ensure everyone gets 10% time and benefits from it. 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. Each week, hosts Sam Parr and Shaan Puri explore new business ideas based on trends and opportunities in the market, Redefining what success means and how you can find more joy, ease, and peace in the pursuit of your goals, A daily dose of irreverent, offbeat, and informative takes on business and tech news, Each week, Another Bite breaks down the latest and greatest pitches from Shark Tank, Build your business for far and fast success, HubSpot CMO Kipp Bodnar and Zapier CMO Kieran Flanagan share what's happening now in marketing and what's ahead. Secret CSO: Terence Runge, Reltio Home IT Leadership Opinion The changing name and face of enterprise IT What's in a name? ALS or Lou Gehrigs Disease. The objectives of a good brand include delivering a message clearly, confirming credibility, connecting with users emotionally, motivating users, and reinforcing user loyalty. 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. Its name should change too. Before embarking on a brand management project, the CIO must set the branding strategy. For starters, there's the cost of rebrandinganything from hiring a one-time logo designer to funding a worldwide, multimedia ad campaign to launch your new look. I need to have different initials than IT so that when I mention my department people don't think I'm talking about "Infant/Toddler" (and yes that the other "IT" here). Why do we still call it the IT department? Burger King logo 2020 to present While rebranding isn't always necessary, if you move forward with it there is a sacrifice involved. If you have/were going to call internal audit by a different name, what would it be? The Name of Your Department Does Matter by Tom Johnson on Dec 4, 2008 categories: technical-writing Although some feel the name of your tech writing department doesn't matter a whole lot (for example, TexasWriter says "Find out what people now call it. You may unsubscribe from these communications at any time. Along with the internal mission shift, Dropbox refreshed its logo to reflect its new products. Would a rebranding from IT to Collaboration mean anything? When you're rebranding, avoid losing too much brand recognition by trying to maintain the parts of your old logo that worked. A recent study of the global CIO community by the IDG Connect parent company found the CIO to be in a board level position and at the centre of "defining core business strategy, cultivating customer and board room relationships, and taking on additional responsibilities as companies prepare for the next chapter in digital business". Historical: Tesla is a fascinating example. (2) Given a change, it's popular to add science (s), brain, mind, or behavior to the department's name. Map Network Drive2. Selfishly, I do want the title to sound halfway decent as well. and position the department as agile business partners for everything digital.-Anonymous, I'm planning to use the title of CITO (Chief Innovation and Technology Officer) instead of CIO.-Yunus Ozdemir, We have changed the IT departments name to Global Business Solutions.-Anonymous, We use the acronym B.A.I.T. We needed our business partners to see the team as more than just doers, but as partners on defining objectives, prioritizing opportunities, and evaluating multiple solutions. The IT department does much of its work behind the scenes and is more integral to a companys success than many realise. We typically narrow the list to two options to evaluate trademark potential before selecting a winner. (4) Of the remaining subfields, the cognitive, social . IT leaders are renaming their departments, changing their job titles, creating mission statements, and more to communicate what they do for the business. Rebranding IT: An Opportunity To Transform For Future Success. Irreverent and insightful takes on business and tech, delivered to your inbox. There are many different categories of brand names. Enjoy! Small improvements add up. Thomas has ensured that the digital and technology teams were part of the innovation culture of the Wellcome Trust. According to The Flexible IT Workforce, there are three key tips IT executives need to keep in mind as they lead the future workforce in a rebranded IT function: Its a different mindset that IT organizations are adopting that says, I dont have to control everything, says Oh. Threat Intelligence Platforms: Which solution is best? Same people but a different mission. Comparing this against your initial target market and audience might reveal some stark differences. Before we can dive into why you should consider a rebrand, we need to understand what exactly makes up a brand in the first place. Be the Business: CIOs in the New Era of IT, The CIO Paradox: Battling the Contradictions of IT Leadership. IT is dead, long live IT. If you don't get positive feedback, it might be time to go back to the drawing board. You can't just rebrand your visual identity while making no substantitve changes. Chances are, you'll need to reestablish a unique selling proposition. Changing the name of your company shouldn't confuse customers it should make your offerings more clear. A Top Transformation Priority: Enterprise-Wide Customer Centricity, Troubles on the Transformation Front: From Tackling Cyber Risk to Dealing With Data, The Transformational CIO: Strategy, Investments and Navigating a Digital Future. 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. After changing your brand logo, it's important to also shift your brand positioning. -Eytan Dallal, Growth enabler, brains for business.-Anonymous, We renamed IT to Digital Services.-Anonymous. I was introduced to the new HRM as 'Randall, the BS Manager' To which I simply reply, 'And there is sooooo much of it around here to manage.' Thats why its important to choose a name wisely and mean what you say. Your businesss mission, vision, and values should govern every decision you make including brand decisions. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Copyright 2023 IDG Communications, Inc. 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. Learn and get certified in the latest business trends from leading experts, Interactive documents and spreadsheets to customize for your business's needs, In-depth guides on dozens of topics pertaining to the marketing, sales, and customer service industries, Multi-use content bundled into one download to inform and empower you and your team, Customized assets for better branding, strategy, and insights, All of HubSpot's marketing, sales CRM, customer service, CMS, and operations software on one platform. What are you doing? Subscribe to the Marketing Blog below. We are energized by the process of narrowing options and watching the clients eyes light up as they see the possibility of how hard a new name can work to convey their story in a competitive environment. After you've evaluated the feedback before a rebrand, and tested your new rebranding elements in a focus group, it's time to launch your rebrand. The other main department names I am familiar with are: Management Information Systems\Services or MIS. The goals of moving toward a flexible, rebranded IT function, according to the report, align with the results of the recent 20th annual Harvey Nash/KPMG CIO Survey which found that four in ten of CIOs surveyed believe their digital strategy would fail without an innovative and experimental culture. For general work - surfing, document writing? If you're going to go through all the trouble of creating a new brand identity for your business, you better make sure you use it correctly. Rebranding is the wholesale conversion of your companys brand to a new one, one purposefully designed to better convey your differentiators, bring energy to your customer experience and transform your business. As cloud services continue to evolve, they are moving to the network edge. A Collaboration Department would measure the degree of collaboration within campus and across institutions. How many folks make an end-run around the IT Department to use consumer cloud services such as e-mail, documents, storage, and applications? We generally advise clients to prioritize their name generation first and domain selection second. All of these names emphasize the competency of managing information and the . Judith Aquino. At worst, you'll lose whatever brand recognition you had and set back your sales and marketing efforts. as well. Differentiating: It must speak to what makes you discernable from competitors. When considering colors during your rebrand, check to ensure the color looks the same on a variety of brand materials. The new one is cleaner and simpler. The Renaming and Rebranding of Geography Departments April 29, 2014 In a recent issue of the Observer magazine, author Eric Jaffe explored the nature and rationale of recent changes in the names of prominent U.S. psychology departments. Will it also soon bar the students from working after they graduate? 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. Update your business cards, letterhead, website and social media profiles as needed. According to a new report from KPMG, the IT function is caught in the middle of a massive shift, as disruptive technologies jolt organizations into new business models and organizational structures. You were redirected to candid.org from foundationcenter.org." Text Size Here are 80 hospitals that have announced name changes or other rebranding efforts in 2021, as reported by Becker's Hospital Review: Tacoma, Wash.-based CHI Franciscan and. Your employees on what it means to work for this brand. All rights reserved. This reshaping of the traditional IT department is the necessary result of dramatic and lasting changes in how technology is used in the business. Now that you know everything a rebrand entails, it's time to consider if and how you want to rebrand your own business. Founders Name: There are lots of these out there. If you're on the fence, you can hold focus groups to see if the slogan is really resonating. Maybe you went the opposite route in your original logo design and were too afraid to be bold, so you stuck with something safe. First, it's critical you ask yourself, why do you really want to change your slogan? As companies mature and get to know their customers better, a logo that might have made sense at launch could now be considered completely wrong for that company's target market. Reddit, Inc. 2023. This was in an effort to show others in their org that they are not a silod off department that just fix computers but are actually very involved in the business process side of things and to also lose a bit of the stereotype geek image. 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. Join over 30,000 members Alternatively, perhaps your logo needs a refresh to reflect the other major changes you've made internally. The new name represents the new direction for the company. I have worked very hard over the last year to try to improve how my department is viewed by everyone in the organization. For example, if a CIO insists all technology resources directly report to IT, there is the risk of introducing (or increasing) the us and them mentality. TaskRabbit and QuickPay. Robust collaboration requires communication, flexibility, resiliency, and choice. I think the challenge and opportunity for companies is, how do we define those new classifications? Okay, now that we know what rebranding is, let's make sure you have the right reasons to rebrand. However, if you're undergoing a complete identity shift and your company's mission, vision, and values are changing, a total rebrand might be in order. We should aim for constant incremental improvements in our collaborative tools. For new managers, a rebrand might seem like the fastest way to make your mark. Use your brand's vision, mission, and values to inspire your new aesthetic. 17 Big Donts For Senior Leaders When Sharing News Of Layoffs, 20 Tips To Optimize Your Team's Performance Level Without Burnout, 20 Key Characteristics Needed In Todays Nonprofit Leaders, Eight Comms Pros Share Must-Have Features In Customer Service Chatbots, How Goal-Setting Can Drive Enterprise SEO Revenue, AI, Machine Learning And Automation: What Agencies Need To Know, 5 Tips For Building A Strong Company Culture For Remote Workers. The main reason to change your logo is so it matches with the new identity that you're marketing with the rebrand. The shift from weight-loss company to wellness company left customers confused. If you visit Foundation Center's website, you'll see a message that reads: "Foundation Center and GuideStar are now Candid. The company changed their logo and caused outrage among its customers. If I missed a recent discussion, I'd appreciate a link and sorry! Add PC to a Domain3. The organization will still need to focus on helping facilitate those departmental teams through flexible service offerings. And if you operate on a global basis, the name must be translatable to different languages without any improper uses of the word. The U.S. Army changed Fort Bragg to Fort Liberty as part of a broader initiative to remove . Finding a new brand that reflects the new entity will prevent confusion and build trust. That's what Katrina Crouch of Kansas City Southern Railroad, a business-to-business (B2B) credit professional with 16 years' experience, would like to know. Remember that list of reasons to rebrand and reasons not to rebrand above?
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