Gartner Research

The CIO's Trusted Advisor Playbook, Part 2: Build a Better Brand for IT

Published: 01 May 2018

ID: G00355769

Analyst(s): Hank Barnes , Leigh McMullen


Your brand is a promise, a set of expectations that people have when interacting with you or your organization. Brands can be intentional and cultivated, or they can be assigned to you. CIOs can build their own and the IT organization's brand by embracing the same techniques marketing people use.

Table Of Contents
  • Key Question
  • Opportunities and Challenges
  • How This Report Will Help


Executive Summary

Repositioning Your Department

  • Positioning Is Fundamental to Building a Credible Brand

Building Your Brand Story

  • Developing Your Brand Story
  • For Business Users
  • For Citizen Developers
  • Building Your Brand Narrative

Encouraging Advocacy

  • Influence Scales. Control Does Not.
  • Encourage Advocacy to Build Credibility
  • How Do You Encourage Advocacy?
  • Business Personalities Help You Build a Credible Brand
  • Three Tactics to Amplify the Internal Customer Experience
  • Conclusion

Further Reading

  • Related content
  • Gartner Executive Programs Reports
  • Core Research
  • Books
  • Articles

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