Posted by: James Murray
Branded technology, Branding, Modern Network Architecture
It’s easy to say no. The technology department does not affect the brand of the organization. Technology is just wires, software, routers and other components that support information technology. Yet is this really true?
One of my collaboration partners defines a Brand as more than just your logo. In this article David Dellaire writes that a brand is “… a statement of your culture.” The brand actually touches every aspect of the business including driving customer loyalty and reducing employee turnover. If we think of the business as touching every part of the business, then branding would touch the technology.
If we think about strong technology companies like IBM, Xerox, Apple, Amazon and Microsoft technology plays a strong part of the branding of those companies. If the network architect ignored the branding associated with the technology of say, … IBM… the whole brand of the company would be affected.
The typical technologist doesn’t think about branding. The scope of most technology experts is to focus on systems, maintenance or implementation of technology. The network architect is in an interesting and excited place because he/she ties the interesting parts of both the business and technical world. The better the branding of the organization encompasses the business itself, the stronger the business appears to the outside world.
It does make sense that that technology architected without considering the branding of the organization might be killing your company’s brand.