How to Reinforce Team Identity During Remote Work

Remote work isn’t a passing phase. It’s a new standard in the wake of the 2020 global shift, when companies like Dropbox, Airbnb, and American Express had no choice but to adapt. And while it’s brought plenty of perks, like pajama meetings and ditching the commute, it also comes with a real challenge: keeping the team spirit alive.

When people aren’t sharing the same space, casual chats, group lunches, and those quick hallway high-fives disappear. What takes their place? Well, that depends on how intentional you are about building and reinforcing a strong team identity.

Here’s how to do it.

The Power of Team Identity in Remote Work

Why does team identity matter so much when everyone’s working from different zip codes?

Because without it, people drift.

According to a 2024 study published in the European Journal of Work and Organizational Psychology, identity leadership significantly reduces the feeling of disconnection in remote teams. It also boosts engagement, job satisfaction, and lowers stress and absenteeism.

In other words, when people feel like they belong to something, they show up differently.

And team identity? That’s the glue.

1. Create a Consistent Visual Identity

Let’s start with the obvious—what your team sees.

Digital Backgrounds That Feel Like Home

Custom Zoom or Teams backgrounds might seem like small potatoes, but they create a shared visual space that says, “We’re in this together.” Whether it’s the company logo, a monthly team theme, or just coordinated colors, a unified look reinforces the idea of team.

Pro tip: Let the team vote on seasonal or themed backgrounds for a sense of ownership and fun.

Logos, Fonts, and Colors

If you have internal documents, tools, or dashboards, brand them. Yes, even for internal use.

Consistent fonts, logos, and colors help create a cohesive digital workspace. It’s like wearing your team’s jersey—just digitally.

2. Virtual Swag Has Real Impact

Think branded hoodies, mugs, or even laptop stickers don’t matter from home? Think again.

People wear what they’re proud of. And when everyone’s repping the same gear, it builds unity.

Here’s why branded gear matters: it increases brand affinity both internally and externally. When your team wears your gear during meetings, they’re not just showing pride, they’re reinforcing team identity.

Don’t Forget the Stickers

You can also boost your branding with stickers. They’re inexpensive, easy to mail, and perfect for laptops, water bottles, or journals. Better yet? Let team members submit sticker ideas and vote on the best ones.

3. Celebrate Through Remote Rituals

Office rituals didn’t disappear. They just need a new format.

Weekly Wins

Dedicate 10 minutes at the end of each week to shout out team wins. They don’t have to be big; maybe someone finally fixed that annoying bug, or someone else nailed a client call. Recognition builds morale, even more so when done publicly.

Monday Coffee Chats

Kick off the week with casual virtual coffee breaks. No agenda. Just connection. According to a study on remote developers, 74% of workers missed social interaction while remote. This helps bridge that gap.

Remote Happy Hours (Yes, Still a Thing)

They don’t need to be awkward. Short, themed, and opt-in is the way to go. Trivia, show-and-tell, or team playlists can make these genuinely fun.

4. Communication Tools That Work for Humans

Slack, Teams, Zoom, Asana, Notion; the list is endless. But the tool doesn’t matter if the habits suck.

Here’s how to make your digital communication actually build identity:

• Create a #random channel: memes, weekend pics, and the occasional puppy gif go a long way.
• Use video intentionally: not every meeting needs video, but the ones that build connection should have it on.
• Standardize response windows: know when people are “on” and “off” to avoid burnout and missed messages.

Communication and Team Cohesion

Over 51% of remote workers reported decreased ease of communication, according to Arxiv. That means it’s not just about sending messages—it’s about creating conversations.

5. Embrace Identity Leadership

“Identity leadership” is more than a buzzword—it’s a game plan.

This approach focuses on leaders helping teams see themselves as part of a shared “we,” not just a group of individuals with Slack access.

According to research, identity leadership improves perceived performance and team satisfaction. It also mitigates the downsides of team diversity, like subgroup cliques.

So, how do you practice identity leadership?

• Use inclusive language: Talk about “us,” “our team,” and shared goals.
• Involve team members in decisions: Ownership fosters belonging.
• Celebrate differences, but emphasize unity: Yes, you’re a diverse team. But you’re still one team.

6. Make Peer Leadership a Thing

It’s not just managers who shape identity.

Peer-led identity reinforcement can be just as powerful. According to a 2021 study, teams that promote peer-led rituals and inclusive practices report higher well-being and stronger identity continuity.

Start small:

• Create team “champions” for fun stuff: birthdays, games, welcome gifts.
• Let team members run check-ins or standups once a week.
• Host internal lunch & learns where peers share expertise or hobbies.

7. Measure Engagement—and Act On It

You can’t manage what you don’t measure. (Yeah, that’s a bit corporate, but it’s true.)

Use anonymous check-ins or pulse surveys to ask how connected your team feels. Just make sure to act on what they say. Otherwise, trust erodes fast.

Bonus idea: make it fun with emoji-based responses or GIF polls.

8. The Culture is the Message

Don’t wait for a retreat to build culture.

The message your team gets—every day—should reinforce identity. That includes:

• Onboarding: New hires should feel like they’ve joined something special.
• Internal news: Highlight people, not just metrics.
• Values in action: Don’t list your values. Show them. Share stories where people lived them.

According to the NBER’s study, remote work is associated with higher job satisfaction and lower turnover, but only when people feel part of something. That part’s on you.

Wrapping It Up

Remote work is here. So is the need for a deeper connection.

Building team identity in a remote world isn’t about flashy perks or once-a-year events. It’s about consistent signals (visuals, rituals, swag, leadership) that say, “You belong here.”

Here’s your quick recap:

• Use visual identity tools like branded backgrounds and logos.
• Send swag—because it actually works.
• Create remote rituals that stick.
• Communicate like humans, not robots.
• Practice identity leadership and empower peer leaders.
• Ask how people feel, and do something about it.
• Embed culture in everything, from onboarding to all-hands.

Because when your team sees themselves as part of something, they show up.

Even if they’re in pajamas.