Establishing an IT Division’s Brand Identity Using Strategic Communications



A health insurance company’s IT department struggled to fully communicate the division’s value to the business, risking future budget allocations and project impact. The client was modernizing infrastructure, applications, and processes but struggled to define itself as the accelerated, inventive division it was becoming. The work spanned five internal departments which needed to share diverse success stories with a unified voice–from Web/App user interfaces to equipment orders to staff onboarding and much more. Traditionally IT organizations and professionals are challenged with how to communicate and share complex project information, while making a clear connection between initiatives and overall business objectives.




Unify was enlisted to help shape the IT Division’s identity and create a holistic plan to socialize messages, develop best practices, and define how and why IT activities were foundational to the client’s success. Unify performed extensive outreach to key leaders across divisions to define and align IT’s identity to the enterprise. We developed an overall IT Communications Strategy that identifies and articulates IT’s role in supporting the company’s business imperatives and its new brand attributes. A departmental communications support model was established and select staff were educated on how to socialize the new processes. Executive Communication “Crash Courses” were created alongside a digital Resource Library to facilitate adoption and self-service.


Key Outcomes


IT now has the tools and skills to message its unique contribution to the company. The division is more aligned to other divisions, including Marketing and Corporate Communications, because it has a unified voice and modern look to its materials. IT is modeling best practices and the materials developed are being referenced as standards enterprise-wide.