Defining and managing a team brand can have a powerful impact on its alignment, effectiveness and engagement. A team with a strong brand will also have more influence on stakeholders, serving as a strong message to the business that it is a positive force.
Today, as technology allows for flexible workspaces and companies begin to embrace a flattened hierarchy, the new world of work is increasingly geared for collaboration and teamwork. When there are customers to serve; skills to practice and value to create, the teams responsible become their own ‘brands’ within the organization. Consciously or unconsciously, employees, managers and customers form perceptions of functional teams through their daily interactions. It is crucial to ensure a team’s brand is strong enough and clearly communicates what they do and why they are vital to the company.
To create a clear brand, the team needs to understand its target market (who does it serve?), its core competencies (what does it do better than any other similar team?), the benefits it offers (what makes it valuable?) and its brand personality (what is distinctive about the way the team does things?). When team members have a clear sense of this, they have a source of identity and an assurance of quality, shifting them from being disposable function to an irreplaceable service.
Interventions available: One hour keynote address; one day or two day workshop, six-month programme; or e-learning course.
Evaluate their team brand and identify how to take it to the next level
Position their team effectively and articulate their value
‘Package’ their team brand
Wield influence in the organization by increasing their visibility and generating word of mouth advertising
“We have been associated with Donna for several years. She has initially engaged the Eduloan Executive Committee to explore individual and team branding. The value of this process compelled us to extend the programme to our entire senior management team. We found this learning intervention provocative and challenging with practical application to improving our individual…
“It was amazing to have Donna integrate into our Sales Training session. Up until Donna spent a day with us on Team Branding, we had been down a long road with the Sales Teams in terms of how to work together more cohesively, respectfully and effectively. Donna received feedback from our Clients and Channel partners,…
“Once again you turned me from a sceptic as to the value of external facilitators to being fascinated at your ability/technique to draw out sound and valuable content that will not only assist in developing a pointed and relevant marketing strategy for the team but also provided some real insights into the current strategy gaps…
“I have a brutally honest team, and I must say that they were all delighted with the session, the feedback was extremely positive – in fact it was 100% positive – and this is a first! It was practical advise, excellently delivered that will be of major benefit to me as well as my entire…
“My team’s workplace health index (internal employee satisfaction) was 92%. You definitely played a role in driving such an awesome result. Thank you!”