How can you lead a successful team of brand identity professionals?

Brand identity is the visual, verbal, and emotional expression of a brand that shapes how customers perceive and interact with it. A successful brand identity requires a team of professionals who can collaborate, communicate, and create across different disciplines and platforms. How can you lead such a team effectively and efficiently? Here are some tips to help you manage and motivate your brand identity team.

1 Define the scope and goals

Before you start any brand identity project, you need to have a clear understanding of the scope and goals of the work. What are the objectives, deliverables, timelines, and budgets of the project? Who are the stakeholders, audiences, and competitors of the brand? How will you measure the success of the project? These are some of the questions you need to answer and communicate to your team, so that everyone is on the same page and knows what to expect.

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Juhie Gorwara
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A written brief works best, so that it can serve as a guide for every discussion, and can be tweaked if required during the process. It’s also easy for multiple stakeholders to stay on track if all have the same documented brief to refer to. The brief should have clear details of stakeholders, deliverables, timelines, measurement metrics and any other details that will be needed

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Heather Wallace

Empowering organisations with impactful brand experiences and sustainable strategies.
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Embrace the teams diversity. Adapt leadership to individual strengths, avoiding micromanagement. Cultivate a dynamic hive of creativity, not just manage but foster.

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2 Assign roles and responsibilities

A brand identity team may consist of various roles, such as designers, writers, strategists, researchers, developers, and project managers. Each role has its own skills, tasks, and expectations. You need to assign roles and responsibilities to your team members based on their strengths, interests, and availability. You also need to define the scope of work, the deliverables, the deadlines, and the feedback process for each role. This way, you can avoid confusion, duplication, or overlap of work, and ensure that everyone knows what they are accountable for.

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Juhie Gorwara
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The creative process is complicated - it can sometimes be time consuming and difficult to arrive at a common agreement unless clear roles and responsibilities are assigned before the start of the process. This will ensure each individual only focuses on their task and gives it their best possible!

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3 Foster collaboration and communication

A brand identity project is not a solo endeavor. It requires collaboration and communication among team members and with other stakeholders. You need to create a culture of trust, respect, and feedback within your team, and encourage them to share their ideas, opinions, and challenges. You also need to provide them with the tools, platforms, and guidelines to communicate effectively and efficiently, such as online meetings, chat apps, file sharing, and brand guidelines. Additionally, you need to keep your team updated on the progress, changes, and issues of the project, and solicit their input and feedback regularly.

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4 Support creativity and innovation

A brand identity project is also an opportunity to showcase your team's creativity and innovation. You need to support your team's creative process and encourage them to explore new ideas, approaches, and solutions. You can do this by providing them with inspiration, resources, and feedback, and by giving them the freedom, flexibility, and autonomy to experiment and iterate. You also need to celebrate their achievements, recognize their efforts, and reward their contributions.

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5 Evaluate and improve

Finally, you need to evaluate and improve your team's performance and results. You need to measure the outcomes of the project against the goals and criteria you set at the beginning, and collect feedback from your team, your clients, and your customers. You need to identify the strengths, weaknesses, opportunities, and challenges of your team and your project, and learn from them. You also need to share the lessons learned, the best practices, and the recommendations for improvement with your team and your organization, and apply them to your future projects.

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Christian Walsh

Leader | Manager | Inspiring professionals to reach their maximum potential
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My team has a recurring meeting every six months to: 1. Re-center on what our brand is/what we want it to be 2. Assess whether or not we live up to it 3. Ask if our role has changed enough in the last six months that we should adjust our brand

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Akhil Verma

Assistant Marketing Manager at Interra Information Technologies (InterraIT) | Brand Management - Indian Institute of Technology Delhi Vice President, Public Relations at Toastmasters International (InterraIT)
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What I feel is important to support a successful team of brand identity professionals: 1. Clarify roles and responsibilities upfront. 2. Foster collaboration and open communication. 3. Set clear goals and expectations. 4. Empower individual expertise. 5. Provide constructive feedback. 6. Encourage professional development. 7. Lead by example. 8. Celebrate achievements. These steps contribute to team success in brand identity work for sure!

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How can you lead a successful team of brand identity professionals?

1

2

3

4

5

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1 Define the scope and goals

2 Assign roles and responsibilities

3 Foster collaboration and communication

4 Support creativity and innovation

5 Evaluate and improve

6 Here’s what else to consider

Brand Strategy

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How can you lead a successful team of brand identity professionals?

1

2

3

4

5

6

1 Define the scope and goals

2 Assign roles and responsibilities

3 Foster collaboration and communication

4 Support creativity and innovation

5 Evaluate and improve

6 Here’s what else to consider

Brand Strategy

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