People naturally form Tribes. Even though we are a thousand years from our nomadic past; the evidence and power of tribes show today in some current corporate cultures.

An interesting development happened during the early target.com transformation. The group (known as the ‘Digital team’) was divided into distinct small product teams, very quickly began an individual self branding around their product; creating unique names, and logos.

Stickers and T-shirts were made, large banners flew.

The icons and names they gave themselves became the ‘hooks’ that quickly described their unique product story, and its place in the greater ‘digital group’.

This grew completely organically from the bottom up, without executive direction; maybe perhaps a little clandestine support ;-)

This activity created a team bond, pride and positive competition.

It served as a way to enroll others to the cause, (joining the team or working close enough to ‘earn’ the teams sticker) Even, vendors and partners started sporting different product team logos.

Creating the right kind of tribalism can be a powerful positive cultural force, though care must be taken else unintended exclusionary toxicity be created.

Does your company have any internal tribal branding? Care to share?

Original Linkedin post: http://bit.ly/2XFRcFf