When people think about leadership brands, they often think about individuals - a CEO, a visionary founder, or a senior leader. But what about the executive leadership team as a whole? Increasingly, organizations succeed or fail not on the strength of a single leader, but on the collective brand of the executive team - how they lead together, how they show up to the rest of the company, and how aligned they are in message, purpose, and action.
At Amazon, this group is known as the “S-team.” Microsoft refers to its Senior Leadership Team (SLT), which sets both cultural tone and business direction. Netflix’s top leaders are guided by their “Dream Team” ethos, emphasizing candor, accountability, and innovation. Whatever the name, the brand of this team sets the tone for the entire organization.
Why an Executive Team’s Brand Matters
The executive team’s leadership brand does two critical things:
Internally, it creates clarity for themselves: How do we work together? How do we make decisions? What do we prioritize and what do we let go?
Externally, it signals consistency to the broader organization: What do we stand for? How should leaders across levels interpret and carry forward our vision, culture, and priorities?
When the team lacks a clear brand, the result is confusion, misalignment, and fragmentation. In a remote and hybrid world — where leaders spend less time together and may not fully know one another’s styles - the risk is even greater. But when the brand is clear and cohesive, it amplifies trust, speeds execution, and unites the organization. As the Forbes Business Council noted in a 2024 article on team identity, the clearer a leadership team is about who they are and how they operate, the more resilient the organization becomes in times of change.
What the Best Executive Teams Do Right
Research by Ron Carucci and Harvard Business Review highlights that high-performing executive teams do more than set strategy - they model the culture, decision-making, and collaboration they want others to emulate. Heidrick & Struggles describes this as “the seven functions of an executive team,” including shaping purpose, setting direction, and fostering collective accountability.
In practice, this means asking hard questions:
How do we learn together as a team?
How inclusive are we in strategic discussions?
Who has decision rights, and how do we exercise them?
How do we measure success — for ourselves as a team, not just as individuals?
Roger Martin reminds us that the work of executive teams is “less about control and more about coordination,” ensuring the organization moves as one.
Building an Executive Leadership Brand
Like individuals, executive teams need to define and live their brand. That requires clarity in three areas:
Shared Purpose, Vision, and Priorities. The team must articulate why they exist as a collective and what matters most. This isn’t just corporate strategy — it’s about what they care about and what they want to role-model.
Ways of Working. How does the team make decisions? How do they handle conflict? How do they communicate with one voice to the rest of the organization? Clear norms and guidelines make expectations explicit both inside the team and for those who interact with them.
Unified Messaging and Culture. Consistent, transparent communication ensures that lower levels of leadership know what to carry forward. A fragmented executive brand creates noise; a cohesive one creates alignment.
Examples:
Amazon’s S-team is known for a disciplined, data-driven brand that prioritizes clarity of decision-making and long-term thinking.
Microsoft’s SLT emphasizes empathy and adaptability, reflecting Satya Nadella’s leadership brand of growth mindset and collaboration.
Netflix’s Dream Team brand centers on candid feedback, innovation, and accountability - setting cultural expectations for the entire company.
Each of these examples shows that when an executive team is intentional about its brand, that identity cascades throughout the organization.
An executive team’s leadership brand is more than optics. It’s the lived identity of the top team - their clarity of purpose, consistency of message, and unity of behavior. When defined and practiced well, it cascades throughout the organization, creating cohesion, clarity, and confidence at every level.
As leaders, your individual brand matters. But your collective brand as an executive team may matter even more - because it defines the culture and performance of the company itself.
Reflection Question: How would others in your organization describe your executive team’s brand today - and what would you want it to be? Comment and share below; we’d love to hear from you!
Quote of the Day: “The culture of any organization is shaped by the behavior of its leaders - and nowhere more so than the team at the very top.” – Ron Carucci
As a leadership development and executive coach, I work with executive teams to develop their leadership brand. Contact me to explore this topic further.
What’s the brand of your Exec. Team?