Take your team to the top

When times are tough, business teams that are seen as non-essential get cut. That’s why it’s critical that your team makes its value known.

Your company’s IT or marketing team might add enormous value to the business, but unless the team communicates its value, the decision-makers may never know about it. They could either get reduced in size or they get shut down altogether and have their function outsourced.

Enter team branding. Every company and every person has a brand. Your brand is the consistent image that pops up in people’s heads when they think of you. Consciously or unconsciously, employees and managers interact with your team every day and they are further cementing your brand position. There’s no room for complacency – you need to ensure your team’s value is communicated well and consistently to ensure your team is viewed as an irreplaceable service rather than a non-essential function.

Team branding is not just for internal functions – it also applies to business teams, sales teams and even sports teams.

Members of a well branded team are able to clearly communicate what they do and why they are vital to the company. They are able to convince others of their value and turn them into brand ambassadors for the team.

To create a team brand, the team needs to have a clear understanding of 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?).

The benefits of building a team brand are enormous. You create an air of distinction for your team which helps you to stand out when competing for attention, budget and relevance within your company.

Effective team branding results in recognition from customers and peers. With recognition comes feedback and insight, which assists in making your team even more streamlined and efficient. Recognition turns the spotlight onto the team and the individuals in it. People develop pride in what they are doing, which in turn increases productivity, quality of work and morale.

Your team becomes a trusted source of information and will be sought after. You become more relevant. When you’re relevant, you are able to command an increased share of budget and management attention.

A strong team brand supports the broader strategic corporate objectives, and thus assists the company in being more competitive in the market. Your team moves from a service role to a strategic one.

About Donna Rachelson
Rachelson is a branding and marketing specialist who uses her passion and 25 years of experience in strategy, marketing and change management to empower people and teams to achieve breakthrough results.

She is the founder of Branding & Marketing YOU. The company offers keynote presentations, workshops, strategic marketing consulting, coaching and support services. She is also author of the best-selling book Branding & Marketing YOU, the first South African based personal branding and marketing book.

For more information on Rachelson or Branding & Marketing YOU, visit www.brandingandmarketingyou.com.