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

Summary

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

Foreword

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

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client