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When you think about brand identity, what benefits come to mind? Sales, customer recall, and a competitive edge probably top the list. But have you ever considered how it impacts your team? Well, brand identity isn’t just for customers—it is the key to building a high-performing, motivated team.

We’re big believers that three major elements of a brand can transform the workplace into a space where everyone feels connected, valued, and ready to give their best: Purpose, Values, and Differentiation. Let’s dive into how these branding tools can work their magic in creating a top-tier team.

PURPOSE

WHAT IS PURPOSE?

Purpose is the ‘why’ behind everything your company does. It’s the bigger reason you exist beyond making profits. Maybe your purpose is about sustainability, innovation, helping people, or simply making life a little easier for your customers. Your purpose gives your team a reason to get up in the morning and feel excited about contributing to the organisation.

HOW DOES PURPOSE IMPACT YOUR TEAM?

When employees feel connected to your company’s purpose, they stop seeing their work as just a list of ‘things ’ to tick off a list. Instead, it gives meaning to their work and helps make them feel part of something much bigger. And…when people feel like they’re working toward a goal that matters? That’s when you get passion, dedication, and loyalty. Yes, please.

HOW TO USE PURPOSE TO YOUR ADVANTAGE

1. Make sure your purpose is clear and communicated often—not just on the website but in team meetings, emails, and even casual conversations. It’s your why, so it should never be an afterthought
2. Show your team how their roles contribute to the bigger picture. Everyone should see how they fit into the larger mission, from the newbie to the CEO. Work your purpose into staff annual reviews, planning days, and anything else that demonstrates the link between their work and the purpose
3. Celebrate wins that align with your purpose. Did your team hit a goal? Acknowledge it. Did you get some customer feedback that aligns with your purpose? Share it

PURPOSE IN PRACTICE

Zorali is an Aussie outdoor brand with a clear purpose: to inspire people to reconnect with nature while protecting the environment. They’re part of 1% for the Planet and have made giving back to nature a core part of their identity. This purpose resonates with both employees and customers, building strong engagement around sustainability. 

VALUES

WHAT ARE VALUES?

Values are the guiding principles that shape how your company operates. They’re the ‘how’ behind the ‘why’. Values can be anything but often centre around how an organisation wants to conduct itself. This could be ‘We always put the customer first’ or ‘We don’t settle for good enough’. Whatever your values are, they’re never just words on a page; they’re the actions and behaviours that reflect what your company stands for.

HOW DO VALUES IMPACT YOUR TEAM?

Values shape your company culture by providing a blueprint for how your employees should act, and what behaviours they should embody. When employees feel aligned with the company’s values, they’ll work harder and care more as they share the same beliefs. For example, if your company values transparency, your team will naturally communicate more openly. If you value innovation, you’ll see more creative problem-solving.

HOW TO USE VALUES TO YOUR ADVANTAGE 

1. Hire people who align with your values. If someone already believes in what your company stands for, they’ll naturally fit into the culture and contribute more effectively. To do this, values need to be communicated across all stages of the recruitment journey, from advertising to interviews
2. Recognise employees who live and breathe your values. Create a culture where these behaviours are celebrated, and others will follow. Why not offer awards and recognition for people you see living and breathing your organisation’s values?
3. Keep values front and centre in decision-making. Whether you’re launching a new product, deciding how to respond to a crisis, or choosing a new hire, ask: ‘Does this align with our values?’. Your values are your playbook on what’s the right next step

VALUES IN PRACTICE

Atlassian is one of Australia’s most successful tech companies, attracting high-performing global talent in a highly competitive industry. Its values are the backbone of its company culture, driving both internal and external relationships:

• Open company, no bullshit
• Build with heart and balance
• Don’t #@!% the customer
• Play, as a team
• Be the change you seek

These values are bold, inspiring, hold people accountable, and give employees a clear guiding light on how they’re expected to act within the company. You can see how these values could be used across all stages of the employee journey, from recruitment to reviews to recognition. 

DIFFERENTIATION

WHAT IS DIFFERENTIATION?

Put simply, differentiation is what makes your company unique when compared with competitors. It’s what sets you apart from the pack and gives you that special something that others don’t have. Is it a product? A service? A company culture?  Whatever it is, you need to be clear on what makes you different – and why someone should care. 

HOW DOES DIFFERENTIATION IMPACT YOUR TEAM?

Differentiation helps your employees feel like they’re working for a company that’s not just another faceless corporation but one with its own style, voice, and identity. But more than that, when it comes to being high performing – if a workforce is going to sell your product or service, they need to understand what makes it different from everything else in your industry.

HOW TO USE DIFFERENTIATION TO YOUR ADVANTAGE:

1. Do the work to understand what makes you different. Get specific. Get pointy. Then, make sure your team knows and understands how to communicate it. Run onboarding sessions, provide updates in team meetings, and work hard to keep everyone excited about what makes your brand unique
2. Encourage employees to embody what makes your company different in their work. If creativity sets you apart, give people the space and freedom to innovate. If customer service is your thing, empower employees to go the extra mile. A full brand strategy will clearly link your Unique Selling Proposition (USP) to your Values and Purpose
3. Let your brand’s uniqueness shine through in your recruitment process. A distinctive business naturally draws top-tier talent as they can see how it aligns with their own thinking

DIFFERENTIATION IN PRACTICE 

Up Bank is a perfect example of differentiation in action. As a digital-only bank with a mission to ‘make money easier’ and ‘simplify life’, Up is unapologetically designed for tech-savvy consumers. Rather than trying to please everyone, Up knows its niche and confidently embraces it, even if that means alienating those who prefer traditional banking. By honing in on what makes them unique, Up Bank has created a brand that truly resonates with its target audience. 

So there you have it; by focusing on Purpose, Values, and Differentiation, you have a brand that isn’t just your external face—it’s the heart of your team. And the secret to a high-performing future. 

Looking to take your brand to the next level? Whether you’re defining your unique edge or aligning your team with your brand’s purpose, we’d love to help.

Written by: Brooke Nolan
Published: October 28, 2024