A brand, according to Seth Godin is, " the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another."
Technology allows a team seamless, consistent and continuous connections and communications. But it underpins something deeper and more intrinsic that must exist. Every team is unique and has a unique “team life” experience. Take Real Madrid football team. They have a DNA, a flavour, a style and way of working together as a team. You can swap out the odd player and it will impact the performance but it will not impact the unique ‘team life’
A team functions when there is a clear purpose, trust and relationship. Take any of those away – and the team will struggle. Take them all away and a team will die.
This is the situation we were looking to help fix. To take a team that barely surviving and make it a team that was thriving. We had, no we have, one year to do it.
How does a team shift from being a group of individuals to an effective, integrated group of people with a shared sense of identity, a shared story and shared vision?
How do you embed a major global rebrand with your 40-50 top marketing leads - the people responsible for living the brand in the face of the customers.
I've sat in countless meetings over the past 15 years and rarely have they differed wildly from the outline above. Engagement is a little like broadband, you're promised 100MB but rarely during the day does it go about 60MB. And what is more, its usually the same people speaking - me if it's my meeting - talking about pretty much the things I usually talk about.
Defining and creating an employer brand is an increasingly important for building a sustainable business. The battle for the right talent is putting a fresh set of pressures on fast-growing brands.