Why team brands will win in 2025

There’s no ‘I’ in team.

But there is one in 'team branding.'

And it stands for individual impact, innovation and influence.

It’s no secret that personal branding is a must-have for those in business these days.

But what most people don’t know is that if you can get everyone in your team building their personal brand, you'll have created a marketing powerhouse.

One that will have ripples of influence that extend far beyond the reach of your official company account, or even the founder's personal brand.

Because the truth is, few can genuinely relate to the person at the top.

But a hell of a lot more people can relate to the people in your team. And that’s where the magic is.

But understand this: building a culture that facilitates such an open and authentic presence online is not easy. And it certainly comes with its own risks and challenges.

The payoff, however? Well worth it.

And while most companies are still fumbling over social media policies, the smart ones are quietly making a cultural shift.

Here’s why your company should stop worrying about controlling the narrative and start empowering your team to run their own personal brands.

Spoiler alert: it’s a game-changer.

Stop reading now if you don’t want your business to have a competitive advantage.

Still here? I thought as much.

Here’s the tea: when your employees become advocates for your brand, their personal networks amplify your message in ways that no paid campaign can.

This is why team branding works:

1) More content = more exposure = more awareness. 

That’s quick maths, bruv. If every employee in your team starts posting consistently, you’re multiplying your reach.

Our team of 30 did it for 30 days and pulled in half a million LinkedIn views. Now imagine scaling that to a 3,000-person organization. That’s 50 million views per month. For free.

Compare that to dropping $500,000 on LinkedIn ads for the same reach. Suddenly, the ROI on team branding looks like the steal of the century.

2) It's account-based marketing, or ABM, on steroids. 

ABM is about targeting entire organisations, not just decision-makers.

Think about it: when you’re selling to a company like Microsoft, you’re not just convincing the CEO. You’re also winning over directors, mid-level managers, and frontline teams who influence the decision.

And this is where team branding shines.

Different employees resonate with different audiences. My posts might speak to senior leadership while Nate, our Head of Strategy, connects with upper management. And Jony’s reach extends to, well, everyone, because she’s Jony.

With your team creating content, your message infiltrates all levels of your target account. It’s like a Trojan horse—but friendlier and not filled with scary men. So, way more effective.

3) Team brands build trust, one post at a time. 

Look, I just don’t trust faceless logos; hell, I barely trust other people.

However, when your employees consistently share authentic, insightful content, they’re not just boosting their own credibility—they’re also bolstering your company’s reputation.

And when a prospective client already knows who you are thanks to your entire teams’ personal brands, you’ve basically fast-tracked the sales process.

So, if team branding is this magical, why aren’t more companies doing it?

Two words: control and fear. Let's break this down...

1) Fear of the rogue employee. 

Many leaders worry about what employees might say online. What if they share confidential info? Or post something tone-deaf? Or, heaven forbid, outshine the company’s own brand?

2) Lack of buy-In. 

Building a culture of team branding requires commitment and effort. And, let’s face it, many businesses aren’t ready to put in the work. It’s easier to maintain the status quo than to create an environment where employees feel safe and supported to post freely.

3) Old-school mindsets. 

I’ve heard stories of business owners freaking out because an employee started a YouTube channel or TikTok about the day-to-day in the company. Instead of seeing the potential, the knee-jerk reaction is generally to shut it down. It’s a painfully common story.

How to overcome the risks.

If you want to unlock the full potential of team branding, you’ve got to make it safe for people to participate.

Here's how:

1) Lead from the front. 

If you’re not posting yourself, don’t expect anyone else to. Leaders need to set the tone by being active, authentic, and visible.

2) Create a safe environment. 

Nobody wants to be yelled at for a LinkedIn post. So, employees won’t post if they think they’ll get reprimanded.

Establish clear guidelines: unless they’ve been explicitly told not to discuss something, they’re in the clear. If issues arise, handle them constructively, not punitively.

3) Provide support and incentives. 

Posting consistently takes time and effort. Equip your team with tools, training, and encouragement to make it part of their workflow. Recognise and reward those who do it well.

The future belongs to companies that nail team branding.

The numbers don’t lie. Team branding isn’t just a kumbaya, feel-good strategy to make everyone seem like a wholesome work family.

It’s literally a revenue driver. A team of 3,000 posting consistently can generate $6 million worth of free media annually.

Beyond the math, it’s about creating genuine connections, building trust, and making your brand a household name at every level of your target accounts.

The reality? Most companies won’t figure this out. It’s too different, too risky, too much work. But the ones that do? They’ll win faster, harder, and better.

The choice is yours: stay stuck in the old ways or embrace the power of your team.

One thing’s for sure, if you’re not building team brands, you’re missing the boat.

-Sophie, Writer