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Team Identity

Building Your Brand Persona

To build a strong leadership team you need to know who you are, what you stand for, why that matters, and where you are going. This is true for leaders and even more true for organizations. A purpose-led, strategically aligned brand foundation is a baseline expectation from employees, partners, and customers today. And yet, so many companies and teams haven't had the space or made the time to explore, refresh, and ultimately land these fundamentals in a way that is authentic and provides room to innovate and grow.

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We are here to help. The LC provides freedom within a framework to collectively mine your team's knowledge and the important ground you have already covered. We can then align to provide a scaffold for what's to come and develop a strategic springboard to carry you forward now. All while bringing your leaders — both legacy and fresh to the team — with you.

Brand of We

Crafting Your Brand Story, Together

Clients tell us that the process is as important as the outcome when they do this collaborative, catalyzing work. It uniquely helps you build (or sharpen) meaning-rich, purpose-driven identity. And in doing so generates a goal-driven focus, which becomes a kind of "internal compass" for action. Perhaps most importantly it creates engaging clarity around you, leading to more visibility, respect and recognized value for your organization, and for your team.

The LC provides thoughtful facilitation and pulse-based synthesis along the way, allowing you as the leadership team to fully participate and engage in the work. Together your team will co-author the six key elements of a brand persona:

  • Backstory

  • Values 

  • Mission

  • Purpose

  • Vision

  • Positioning

A Generative Process guided by The LC


  • Seven 2-hour virtual sessions (held every other week)

  • Two additional 1-hour calibration check-in and alignment sessions scheduled with core leaders

  • Strategic insight summary prepared by The LC after each session (in order to refine as we go and gain consistent traction)

  • Culminating session focused on actioning portfolio and collectively identifying next steps

  • ​Facilitated opportunities to build team trust and connection planned for each session — we mix it up and keep it moving and interesting!

  • Packaged draft presentation of Brand Portfolio (shared as outcome)

  • Works as a "masterclass" in learning the art & science of crafting a smart, strategic brand - filled with compelling examples that illustrate each step of the way


Employees aren’t quitting their jobs to leave the workforce, or taking new jobs solely for a higher salary. They’re leaving to reassess why they work in the first place and how work fits into their life and goals. Then, they’re coming back with a renewed sense of purpose to find a role within an organization that aligns with their values.

-  Ayme Zemke, Beehive

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The LC’s methodology and approach is unlike any other offering a strategic brand partner can offer — the facilitation, expertise, intention, quality is unlike any other I have seen. Building and refining a strategic brand together with The LC is one of the most valuable work experiences I’ve ever had. It was as if The LC held up a mirror to us, pooled together our stories, and wove them into the collective. 

The “Brand of We” final outputs are pivotal for our next steps as a business. We are in hyper-growth and ensuring the foundation that we are building upon is consistent, thoughtful, and compelling is critical. This work will affect how we go to market, the level of reach we will have to our audience, ensure we have a clear purpose in all we do as an organization, and allow us to add value to more people and teams everywhere. We will build upon the work we have done with the incredible support, care, and expertise of The LC.


 I couldn’t be happier with The LC’s offering and the related outcome and delivery items. I truly would recommend this collective learning experience to anyone who is embarking on the strategic brand journey — The LC’s approach and methodology is unparalleled. The intention, quality, expertise, detail, and customization is incredible. And the results are simply magical.



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