4 Ways to Build Team Identity to Unlock High Performance
A clear team identity is the glue that holds a team together. It creates a sense of unity, belonging, purpose, and pride that enables team members to push beyond individual goals and to prioritize collective success. It defines not only who the team is, but also why they exist.
When teams have a strong identity, they have a guide for everyday decision-making, as well as a North Star for navigating challenging times. Keep reading to find out how to foster a strong identity for your team.
Lessons to Learn from Sports Teams
Sports teams are masters of building identity. They rally around shared symbols, whether it’s a logo, a uniform, or a motto. They have songs, team chants, and victory celebrations that reinforce a collective spirit. Fans wear team logos on jerseys or t-shirts—at just a quick glance around a stadium or field, you can tell exactly which teams are playing.
In executive settings, however, the concept of a team identity is often overlooked or dismissed. We don’t follow any of the practices we would do for a sports team. As a result, our professional teams suffer. Yet, a shared identity is no less important for executive teams.
It can be as simple as defining a team name or identifying what you want to be known for. For example, one executive team I worked with named themselves “The Navigators,” symbolizing their role in steering the organization forward. The simple act of choosing a name gave them a shared purpose and a sense of direction. Instinctively, they began working together more collaboratively and efficiently.
These steps even apply to bachelor parties!
4 Practical Steps to Build Team Identity
Consider these five steps to develop a strong shared identity for your professional team:
Define your team’s purpose. Start by clarifying what your team stands for and what success looks like for you. What do you want to be known for? What legacy do you want to leave—at your company and for the world?
Create a team name. A team name might seem trivial, but it can be a powerful unifying element. Choose something that resonates with your mission and values, and use it consistently. Rename your group chat or weekly meeting to include your team name!
Develop traditions. Establish rituals, such as monthly happy hours, internal awards, or even a team mantra. These elements foster connection and reinforce your shared commitment.
Celebrate wins together. Acknowledge and celebrate team achievements—big or small. Shared victories strengthen your bond and the team's collective value.
Side note: My wife and I recently tried this with our kids, and started calling our family “Team Steinberg.” We noticed that our kids have actually started to listen to us and work together more. Never estimate the power of a team identity!
A team bonding event for Innovative Thought earlier this year.
Why Team Identity Matters for High-Performance
A strong identity not only unites a team, but also energizes it. When team members feel they are part of something bigger than themselves, they’re more likely to embrace the organization’s goals as their own. They’ll collaborate more willingly, innovate more boldly, and persevere through challenges with greater resilience.
With a shared team identity, your team can unlock its full potential and jump from functional and siloed to high-performing. You can maximize your team’s potential and propel your organization toward sustained excellence.
So ask yourself: What’s your team’s identity? If the answer isn’t clear, it’s time to define it!
Pete Steinberg is an elite rugby coach, leadership consultant, and bestselling author. He can help you and your organization overcome challenges and achieve unparalleled success. Pete’s first book, Leadership Shock, is available for purchase at all major retailers. The Leadership Shock Podcast is available wherever you listen to your podcasts. You can connect with Pete on LinkedIn and at PeteSteinberg.com.