What if your team's motivation and decision-making didn't require constant attention and effort from you?

Too often, companies expect employees to self-motivate or to magically understand the mission without clear guidance. This results in either disengagement or employees creating their own interpretation of the company ethos—which may not align with your vision.

There is, and the answer comes from an unexpected place: marketing. In my years running an executive resume writing business, I was privileged to study with and learn from some of the greatest digital marketing minds including Perry Belcher and Russell Brunson. They taught me something powerful that applies directly to leadership: the most successful marketers don't just sell products—they create identities that people eagerly embrace.

Take the "Funnel Hacker" identity created by Russell Brunson for users of ClickFunnels, which is a marketing software. This wasn't accidental—it was carefully crafted through research, language choice, and a complete ecosystem designed to make customers feel part of a bigger entrepreneurial mission.

Brunson created a manifesto (the "Funnel Hacker's Creed"), specific language, symbols (like their red-and-blue logo), and even physical reinforcements (apparel and books that are often given away for free, and a flagship annual event with an award ceremony for users who are successful). The result is that customers don't just use the software—they proudly identify as Funnel Hackers, and the software is almost beside the point.

There's a powerful leadership lesson here that many organizations miss.

Too often, companies expect employees to self-motivate or to magically understand the mission without clear guidance. This results in either disengagement or employees creating their own interpretation of the company ethos—which may not align with your vision.

So let’s take a page from these successful marketers and gave our teams an identity worth embracing.

How to Create a Powerful Team Identity

Step Zero: Build Through Deep Listening

This is the foundation. Before creating any identity, start with understanding:

• Interview employees about their perceptions

• Discover what they value about their work

• Identify what makes them proud

Just as marketers conduct "ideal customer avatar" research to understand their audience deeply, leaders should gather insights about what truly motivates their teams. The most powerful identities aren't imposed—they're co-created through genuine understanding.

Step One: Develop a Resonant Identity Name

Just as marketers create customer identities that inspire action, leaders can create team identities that foster belonging and purpose:

• Choose a name that reflects core values and aspirations

• Make it something people want to identify with

• Ensure it connects to meaningful work

For example: Imagine a healthcare team that transforms from "Administrative Staff" to "Patient Journey Guides"—professionals who see their role as guiding patients through what can be complex and emotional experiences.

Step Two: Craft a Compelling Manifesto

Great identities include clear principles that guide behavior:

• Articulate what members of this group believe

• Define what makes them different

• Set clear expectations for behavior

Picture a software development team with a manifesto called "The Builder's Code" that articulates their approach to collaboration, quality, and user impact—giving them principles to guide decisions without constant oversight. There could even be signs in public areas with some sort of creed, beginning with “I am a builder…” and going on to claim the principles and beliefs.

Step Three: Reinforce Through Environment and Objects

Physical reminders strengthen identity:

• Posters displaying core principles

• Meaningful objects that symbolize the identity

• Branded items that create pride in belonging

Consider how a customer service team could reinforce their identity as "Experience Architects" through workspace design, recognition artifacts for exceptional service, and even custom notebooks with their principles printed inside.

Step Four: Add Depth Through Rituals and Language

To make the identity truly stick, add:

• Shared language that creates belonging

• Regular rituals that reinforce values

• Ceremonies that mark important transitions

Imagine a manufacturing team that begins each shift with a brief "quality circle"—a ritual that reinforces their identity as craftspeople committed to excellence, complete with specific terminology for different quality standards.

One Thing to Ask Yourself This Week:

"If I were to create an identity that my team would eagerly embrace, what values and purpose would it reflect?"

One Thing to Try:

Have informal conversations with 3-5 team members about what makes them proud of their work. Listen for patterns that could inform an authentic team identity.

Great leaders, like great marketers, understand that people want to be part of something meaningful. By creating a powerful team identity, you give employees something to believe in—and a reason to bring their best every day.

Until next week,

Lauren