We have all heard of personal branding and really getting this right can take a lot of work. It’s the same for team branding but not many managers put targeted effort into it.
Ultimately, it’s all about how people perceive your team; it’s about what you do, what you say, how you say it, and how you come across in meetings. Each team member contributes to that brand, of course some more than others. That’s why team branding is extremely important, having all your team members promoting the team’s ways of working.
A simple process for understanding your team’s brand and personality can pay dividends but it is a long-term thing to tackle. Here’s the basic structure we followed:
- Select five words that describe and define the personality of your team (there’s one, defined or not) from descriptive words such as friendly, professional, focused or fun.
- Select your Brand Archetypes - Just Google it to find a list.
- Define your purpose according to the selected personalities and archetypes you have chosen.
This is a simplified process but doing this kind of exercise does give your team the opportunity to really think about how they are perceived within your company. Here’s what we jotted down:
- Archetype: Expert, Guru, Teacher, Analyst
- Purpose: To help others
- Strategy: To own others’ needs, To seek greater, knowledge
- Tone of Voice: Expert, Supportive, Knowledegable, Empathetic, Thoughtful, Instructive, Playful
About the Author
James Scutt is a Customer Experience expert and business transformation leader with experience in Retail, Sales & Business Development, Operations, Innovation, Digital Introduction & Adoption, Culture Transformation and Programme Management.
To find out more please visit JamesScutt.com