Consider yourself lucky if you work for an internal agency these days. Based on a 2013 report by the Association of National Advertisers (ANA), the penetration of in-house teams has grown from 42% to 58% in five years. And the trend continues. In fact, more and more companies are reaping the benefits of internal agencies through remarkable savings and demonstrable results.

The campaigns and creative of today’s in-house teams defy the flyers and sell sheets of yesterday. Assorted groups of thinkers, creatives and geeks are working together to produce award-winning work. And with newfound respect and corporate support, many internal agencies are finding that now’s the time to formally brand themselves—reinforcing the notion that they are, in fact, the real deal.

From Content Factory, the in-house agency at Coca Cola, to Best Buy’s Yellow Tag Productions to Fidelity Communications and Advertising (or FCA for short), internal agencies and creative organizations are building environments and identities that differentiate them from their corporate counterparts down the hall.

So, what’s in a name? Well, plenty if you ask the internal agencies that have embraced branding as yet another way to distinguish themselves. Where do you stand on branding your in-house team? Is it an important part of positioning and promoting your group? Tell us what you think.

Cindy Hale is a former in-house agency leader and current CMO at KHJ Brand Activation.