Branding internal IS services

I'm not sure if this is the case in your organization(s), but in some organizations there is not necessarily a lot of respect or perception that IS plays a strategic role in a company's success. What do you think about branding your IS services for the organization? What activities did you do to arrive at the brand name you use? How was it perceived by users/staff? How do you keep the brand in front of your users?

Thanks for your support.