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According to social identity theory, when group members begin to identify with the group, they start to see themselves as part of a larger social entity. This can lead to a sense of belonging and connection with the group, as well as a feeling of shared identity and common goals. As a result, individuals may become more motivated to work towards the group's success and may also experience an increase in their self-esteem.

Identifying with a group can provide individuals with a sense of social support and validation, which can positively impact their self-esteem. When individuals feel connected to a group and perceive it as a source of positive social identity, it can enhance their overall sense of self-worth and confidence. This is because being part of a group that is valued and respected can contribute to a positive self-concept and feelings of pride and accomplishment.

On the other hand, if individuals do not identify with the group or feel marginalized within it, it can have a negative impact on their self-esteem. This can lead to feelings of exclusion, low self-worth, and a lack of motivation to contribute to the group's success.

In summary, when group members begin to identify with the group, it can have a positive effect on their self-esteem by providing a sense of belonging, social support, and validation. However, the impact on self-esteem can vary depending on the individual's perception of their group identity and their experiences within the group.