IT firms 'must learn to brand effectively'

Date: 20/05/2010

IT companies looking to make the shift from serving technology to serving customers need to make branding a priority if they want to stand out from the crowd, an expert has said.

In an article for ComputerWorld, Mary Brandel said many IT firms are now looking into establishing a strong brand presence - something which may be achieved with slogans, logos or live experiences.

"IT can be viewed as noncommunicative, behind-the-scenes, unprofessional," Carolynn Benson, a consultant at Oulette & Associates, told the publication.

"But when the business units see something sharp and crisp and creative coming out of IT, they say, 'Look at that; maybe they could transition that creativity into an innovative solution for me.'"

Additionally, building a brand through things like live experiences helps to create a stronger bond between team members and enhance the sense of accomplishment they have.

The article follows recent advice in Businessweek, which reminded companies to continually keep their brands alive and evolving to keep customers engaged.

Written by Michael Ewing. ADNFCR-2060-ID-19789246-ADNFCR