What Is a Team Brand? Definition and Benefits

Updated June 24, 2022

Many people are familiar with personal brands that build their individual images, but companies are increasingly using the concept to create team brands. A team brand is a powerful strategy that can establish consistency, unify employees and help you appeal to customers. If you're considering creating a team brand for your organization, you may benefit from learning more about this concept and why it's beneficial. In this article, we explain what a team brand is, discuss its benefits and provide questions you can ask yourself when building a team brand.

What is a team brand?

A team brand is a set of values that guides your team's actions. These principles influence day-to-day decision-making and provide a framework for completing projects. The goal of a team brand is to unify members and ensure they maintain consistent, high-quality standards. For instance, a team brand might emphasize the importance of customer satisfaction. This principle can encourage members to listen to client concerns and work efficiently to deliver fast results. It also allows team members to share a common goal, making it easier to collaborate effectively.

Another purpose of a team brand is to define how those outside your organization view your team. Many companies find that presenting a unified image can build consumer trust. For instance, if you show that your team members work together to deliver the best possible results, you may increase your appeal to potential clients.

Related: How To Change Company Culture in Your Organization

How do you use a team brand?

Here are some steps you can take to use a team brand effectively:

1. Develop a set of core values

Before creating a team brand, consider developing a set of core values. Establishing what you want your team to strive for provides consistency and prevents misunderstandings. You can start by thinking about what beliefs are most important to your company. Then, try asking team members what they value and how they want to incorporate those values into their work. Pick the values that best align with your company's beliefs and resonate with your team members.

Related: Types of Values in the Workplace (And How To Determine Yours)

2. Build your team brand internally

Once you establish core values, you can start building your team's brand internally. Many companies promote their principles by incorporating them into day-to-day activities. For instance, if one of your values focuses on innovation, you can set aside time every week for team members to research the industry's latest news. You could also actively encourage employees to share new ideas during meetings. These active adjustments allow you to practice your principles and establish them in your team's daily routine.

3. Showcase your team brand to others

When employees become familiar with your team brand, you can start showcasing it to others. Advertising your team's core values is a powerful way to connect with clients and suppliers because it makes your company more personable. For instance, if your team brand focuses on eco-friendly principles, you can show your dedication by advertising that your office limits waste. Even though this claim may not directly relate to your products, it shows that your team cares about the community. It can especially resonate with customers who care about the environment, potentially leading them to trust you over competitors.

4. Grow your team brand

It's important to keep your team brand consistent, especially as those outside your organization become familiar with it. You can reiterate key principles by continuing to implement them both internally and publicly. You might also incorporate the values into orientations sessions to ensure that new employees understand your team brand as soon as they start. As you reinforce your team brand, consider letting it evolve as your industry changes. For instance, if a new development causes your customers and employees to become more passionate about social justice, you might want to have your values reflect that shift.

Benefits of team branding

A major benefit of having a team brand is that it helps employees feel like they belong. When team members share the same values and goals, it's often easier for them to collaborate and resolve differences. This camaraderie can boost morale, making your workplace feel more comfortable for current employees. It can even appeal to new employees when they see that your company is a friendly place to work.

A team brand is also beneficial because it improves an organization's image. By highlighting what your team represents, you can connect with customers who share your values. Your team brand can even show suppliers and stakeholders that working with your company is a good idea. For instance, if your team emphasizes its competitiveness, investors might be more willing to fund your operation.

Related: What Is Competitive Benchmarking? Strategies and Tips

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Questions to ask yourself when building a team brand

Here are some questions you can ask yourself when you're ready to start building your team brand:

Whom do you serve?

Thinking about whom your team serves can help you determine which values to emphasize. For instance, if your company targets an older population, research what your target audience cares about. If you discover that your potential customers prioritize low prices, your team brand might focus on providing high-quality products at affordable costs.

When thinking about whom you serve, consider those other than your customers. Many companies try to appeal to stakeholders to maintain strong relationships, so their team brand might prioritize stakeholder feedback. When establishing your values, you can also consider your suppliers to ensure they continually want to partner with you.

Related: 20 Targeting Questions To Understand Your Target Audience

What does your team value?

Determining what your employees value can provide your team brand with strong ambassadors. For instance, they might prioritize transparency that can translate to open communication on internal projects and honesty with customers. When you incorporate values that they are truly passionate about, employees are more likely to practice and promote them.

How do you plan on growing your team brand?

As you think about values, consider how you would implement them. You might use strategies like employee training sessions, routine adjustments and advertisements. If you think implementing a specific value would be too challenging, you can use this opportunity to make your goals more realistic. For instance, if your company wants to showcase its passion for the environment but uses dangerous chemicals, you might consider revising your practices before implementing an eco-friendly team brand.

What do competing team brands look like?

While you want to create a team brand that's unique to your company, it can be beneficial to analyze your competitors. See what their company culture is like and how it might differ from yours. If you like a principle they use, you can adapt it to your strategy accordingly. You might also find their team brand is missing something that customers value and add it to yours.

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