By Jim Boneau & Gregg Thompson

Have you ever noticed that all of the great teams are a bit odd? Sure they have more than their share of the classic textbook characteristics for which high performing teams are known (mutual goals, good conflict resolution, effective communication, appreciation of diversity, respect for members), but if you take a long hard look, you’ll find them to be quite different at their cores. From the slightly offbeat, to the solidly peculiar, to the downright eccentric, these teams are astonishingly unique. And this uniqueness is the secret to their success. The team members see themselves as distinct, unlike all others, and spend most of their efforts trying to prove this to be true. They may not label this distinctiveness as their “team brand”, but everything they do is directed at measuring up to the qualities of this brand.

I know a team that can take a paper clip and a roll of duct tape and create a new neurosurgical instrument. I know a team that can flawlessly orchestrate anything from rock concerts to space flights. I know a team that can touch the hearts of first graders and seasoned executives with their teachings. I don’t know if any of these teams actually are exceptionally gifted innovators, organizers or teachers, but that is quite immaterial. What matters is that they believe they are! They are living their brand. Their collective power comes from their brand.

And behind every great team brand is an ambitious leader. Not necessarily personally ambitious, but ambitious for the team – a leader who truly believes that the whole is more than the sum of its parts. A leader who has faith in the team. A leader who sees a better tomorrow than today.
So how can you, in your role as a team leader, craft and instill a powerful team brand that will really make a difference?

1. Find it. Whether it comes from the CEO’s vision, a group consensus or a fortune cookie, you need to identify and lay claim to a challenging and exciting brand in which team members will believe. It can’t be pedestrian; it needs to be big and bold. If you, the leader, can live this brand on your own, it’s way too small.

2. Name it. Articulate the brand and make it real for the team. Tell stories, create lore, scare the willies out of people. Laugh, cry and bleed the brand. Create logos, make proclamations, award degrees. Talk about deeper meaning, profound contributions and personal legacy. Make it personal for every team member…tell them that the brand is better because of them.

3. Live it. You may have introduced a novel and compelling brand, but it only comes alive when you make a personal promise to every team member that the brand is your raison d’être and that, from this moment on, it is more important than any one member, especially you. Insist that all plans, actions and rewards (read money) emanate directly from the brand. Become a weirdo and a zealot. Get a tattoo.

A final word to team members: If you are on a team that is a bit different (read “weird and wonderful”) but produces extraordinary results, I would encourage you to take a moment today to thank your leader. You are likely unaware of the scores of organizational slings and arrows he or she takes so that you can continue to do such cool work.

Jim Boneau is a Director and Master Facilitator at Bluepoint Leadership Development. He can be reached by email.
Gregg Thompson is the President of Bluepoint Leadership Development. Email Gregg. They both welcome your comments.