Manisha Dhawan
What does your team do?
“If you have ever been asked this question and unsure of how to answer, you are definitely not alone,” says author Manisha Dhawan.
She will never forget when her colleagues at a former job asked that question.
“Truthfully, it was not clear to anyone, including our team,” said Dhawan. “We quickly learned the importance of being able to articulate our value to the rest of the organization.”
Dhawan is founder of MPath Coaching, a company that focuses on leadership and team effectiveness with coaching, training, workshops and consulting. She has led global digital transformation and strategic change at organizations including PwC, Deloitte and Taco Bell Corporation.
“As an organization evolves, so do its teams,” says Dhawan. “As a result, a team’s purpose might become unclear. A team rebranding strategy can improve clarity and engagement. You might also find new ways to inspire the team through a compelling and clear brand.”
We met when I helped her edit a book on being a leader in the digital age. In her book, she talks about how to retain and engage talent, navigate change and develop key leadership skills. In a phone interview she shared her thoughts on rebranding on a team level.
“When your team understands the brand strategy, they can set more meaningful goals that tie into the broader goals,” says Dhawan. “Another benefit is that it helps employees feel like they belong.”
How can you rebrand your team so the rest of the organization understands its purpose? Here are six suggestions from Dhawan:
Get clear on why you are rebranding. Is it because your scope has changed, or there is confusion on the direction? Solicit input from the team as you shape your strategy. Also get feedback from key stakeholders. What is their perception of your team?
Explore who you are and who you want to be. Create a unified vision so there is consistency across the team. Consider why your team exists, what are you accountable for, who do you serve (internally and/or externally), how do you support others and add value, how do you contribute to the broader vision, and what are your individual and collective strengths?
Embed your values into what you do. Come up with a set of values that are true to how your team works. Then test it out. For example, if you say a value is innovation, but every decision requires approval, then perhaps innovation is not a true core value.
Get Focused. Align and communicate the strategy with your team. What is your one-to- three-year roadmap? What are your objectives? Have regular conversations and continue to share the message so employees understand their roles and feel more connected to the mission.
Go beyond the website. Beyond rebranding your website, creating a new logo, and offering swag, think about your overall message. Create a campaign to inform the rest of the organization what your team does. Remember it is not just about PR; it is about building relationships and credibility. Get a success story—then share it. Use it as a model to anchor into what your team can do, and celebrate your wins.
Be authentic. Be authentic to who you are. Lean on other teams that bring their unique strengths. Be there to support your team, but also get out of their way. Allow them to do their best work and help them address any blockers.
“You do not need to rebrand every time there is a change,” says Dhawan. “Revisit your priorities and be adaptable as business needs evolve. Use this as an opportunity to build excitement and momentum so your team can feel inspired and create meaningful transformation.”
