Why IT needs to become a brand

Published by Tobias Frydman
November 27, 2018 @ 9:15 PM

IT departments have to get better at marketing and pitching themselves and their projects within the business. And this must happen across all levels - from the C-suite to the DevOps teams.


Traditionally, IT departments haven’t been the strongest when it comes to internal and external communication. In today’s rapidly changing world, the digital transformation, development and success of companies relies heavily on IT. IT holds the keys when it comes to:

  • Identifying and leveraging new technologies;
  • Developing new digital platforms, services and business models;
  • Leading new working models and mindsets: agile, swarm, end-to-end.

All of the above is often not only linked to major investments, but also to major structural and processual changes – involving various stakeholders throughout the organisation. The bottom line is that we see a fundamental change in the role of IT from an internal service provider and cost centre, to an integral business unit creating true business value and revenue.

Companies will only become successful in the digital age if they can engage in a fruitful and inspiring internal conversation with IT. And IT departments can only succeed in enabling and driving business forward if they can engage in dialogues with their internal partners, clients and decision makers. This means they not only have to speak the same language, but IT departments have to become more proactive and assertive in establishing an open dialogue.

Conversely, IT departments also have to engage in stronger external communication. Not only they have to raise awareness in the extremely competitive war for tech talent – but also to the general public, press and investor relations. These stakeholders want to know how and what companies are doing about building digital and future-proof infrastructures, businesses and platforms.

The same holds true for customers, both B2B and B2C. Customers want to be ensured that their preferred brands, providers, and suppliers are on the right track. No matter if it is a mobility app from a premium automotive brand, or the IoT offering of a global logistics player, companies’ appeal, image and future trustworthiness depend on their ability to communicate their digital success.

In summary, IT departments must begin to:

  • Develop their communication skills
  • both internally and externally;
  • Increase their appetite for internal self-marketing and PR;
  • Find better ways to visually and verbally describe complex topics.

Where to start?

We have exciting news for our CIONET Germany members. True to our goal to make CIOs and their IT teams more successful, CIONET Germany has entered a cooperation with 19:13 GmbH, a Leading independent German Communications & Innovation Agency, to professionally support you In developing your internal and external communication skills and in building your unique brand with an exclusive portfolio of services and insights. Check out the German App Group for more info.

This article was written by Virginie Briand, Managing Partner of 19:13 GmbH and was published in the Autumn 2018 CIONET Magazine.

Check out the full edition of the CIONET Magazine available exclusively for our members here.


Posted in:CIONET Germany

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