Team Academy's Brand Envelope document outlines their brand strategy across multiple dimensions. It presents their mission to coach and create team entrepreneurs. It describes their brand DNA's core message of boldly creating team entrepreneurs through courage and stubbornness. It establishes their vision to be the leading unit in team entrepreneurship in Europe and the world.

1. Team Academy’s Brand Envelope 01.10.04
Competence
We apply latest theories into practice
Benefit:
We offer you an opportunity to
grasp interesting challenges and
make your dreams come true Mission:
We coach and create team
Functional dimension entrepreneurs.
Be part of our network where you can develop
your competencies and succeed.
Social dimension Psycholocigal
Once a team entrepreneur, Brand DNA’s dimension
always a team entrepreneur Core Message We have to be the chance
We boldly create we want to see in the world.
team entrepreneurs That demands us courage
and stubbornness.
Ethical dimension
Style: We’ll change the society to be Values:
Entrepreneurial entrepreneurial driven 1. Human relationships
Brave 2. Team Entrepreneurship
Enthusiastic 3. Learning by doing and
Vision: hands on practicality.
To be the Bpundaries Crossing Top Unit of 4. Continuous experiments
Team Entrepreneurship in Europe on and creation of new
19.1.2013. knowledge.
To be the leading unit in the world of our 5. Traveling
© Johannes + NJL-tiimi 2004 field on 20.11.2037

2. Brand Envelope
Competence
Action Aspect Mission
Product/benefit
Social Aspect Core Psychological
Message Aspect
Style Values
Ethical Aspect
Vision
MBA / Brandin johtaminen / maaliskuu 2005
Yrittäjän MBA on Jyväskylän ammattikorkeakoulun Tiimiakatemian valmennusohjelma.
© Taitovire Valmennus Oy 2005.

3. Four Dimensions of a Brand
Action / Functional Aspect
Understanding the Benefit: Physical/Technological Quality,
Taste, Style etc.
Social Aspect
Psychological Aspect
Ability to create alignment
Core A Capability to support
with shareholders,
Message individual psycholigically
appreciation of others, your
enriching community, niche
Ethical Aspect
Values and Ideology, Global and Local responsibility
MBA / Brandin johtaminen / maaliskuu 2005
Yrittäjän MBA on Jyväskylän ammattikorkeakoulun Tiimiakatemian valmennusohjelma.
© Taitovire Valmennus Oy 2005.

4. Brand Code Encoded
• Product / Benefit
– What is the benefit customer gets?
• Positioning
– Why our company is better and how it is different from our competitors?
• Style
– What represents and illustrates the style and image and nature of the brand?
• Mission
– What is the quest and purpose of the Brand?
• Vision
– Where do we want go and operate in?
• Values
– What makes our brand to be a loyal friend?
MBA / Brandin johtaminen / maaliskuu 2005
Yrittäjän MBA on Jyväskylän ammattikorkeakoulun Tiimiakatemian valmennusohjelma.
© Taitovire Valmennus Oy 2005.