• 4 min read

đŸ”„ How to get employees obsessed with your brand

You do not have a brand if your employees are not living it every day.

Your customers aren't reading your brand manuals, they are experiencing the product and service your team is delivering. And if they aren't aligned, I have bad news for you: your brand isn't performing for you. It's just maybe a lil cute, nothing more.

Getting employees obsessed with your brand isn’t about mandatory workshops or motivational posters in the break room (they literally don't want your free pizza Fridays, sorrrryyy).

It’s about creating a culture where the brand is part of the everyday experience—something they genuinely believe in and want to champion.

Here’s how to turn your employees into your biggest brand advocates:

1. Make your brand feel personal

No one's going to rally around a brand that feels forced, fake, or corporate. Your team needs to see how the brand connects to them—their roles, their values, and their work.

How to do it:

  • Explain the “why” behind your brand. What’s the mission? What problem are you solving? Show how their day-to-day work contributes to the bigger picture.
  • Tailor the brand message for internal use. Employees don’t need the same pitch as your customers. Translate the brand into language that keeps them excited and aligned with the business goals.

Example: Patagonia employees aren’t just making clothes; they’re part of a movement to protect the planet. The brand’s mission is woven into their roles, from sustainable manufacturing to activism opportunities.

2. Give them a seat at the table

People don’t want to be told what the brand stands for—they want to help shape it. When employees feel involved in the brand process, they’re more likely to embrace it wholeheartedly.

How to do it:

  • Host brand workshops where employees can share their perspectives on what the brand means to them.
  • Crowdsource ideas for campaigns or initiatives. Your team is on the front lines and often has invaluable insights into what resonates with customers.

(At Backroom, every brand project we do includes at minimum an internal survey, and ideally multiple collaborative sessions with employees to ensure we are building a brand from the inside out, not top down).

Example: LEGO regularly involves employees in brainstorming sessions for new product lines and campaigns. This collaboration helps align the brand internally while fueling innovation.

3. Live your brand every day

A brand is more than a mission statement—it’s a set of values and behaviors. If your brand talks about innovation, market domination, or fun, those values need to show up in the workplace.

How to do it:

  • Align policies with brand values. If you say your brand is all about creativity, do employees have room to experiment? If you live by a Ruler archetype, do you really own the market category?
  • Celebrate wins through the lens of the brand. Recognize employees who exemplify brand values in their work.

Example: Zappos, known for its customer service, reinforces its brand internally by empowering employees to make independent decisions to wow customers. The brand isn’t just a promise to buyers—it’s a daily practice for the team.

4. Communicate consistently and often

You can’t just roll out a brand strategy, hand employees a deck, and call it a day. Keeping your team engaged requires consistent communication about the brand and its evolution.

How to do it:

  • Make brand updates a regular part of meetings. Show how the brand is evolving and share wins that highlight its impact. (AND MEASURE IT!)
  • Use storytelling to bring the brand to life. Share customer stories, campaign results, or internal anecdotes that tie back to your brand’s mission.

Example: Airbnb regularly shares stories of hosts and travelers during all-hands meetings. These stories aren’t just customer testimonials—they reinforce the brand’s core promise of belonging.

5. Reward brand advocacy

When employees go the extra mile to live and promote the brand, acknowledge it. Recognition reinforces behavior and motivates others to follow suit.

How to do it:

  • Create brand ambassador programs where employees who embody the brand can lead internal initiatives or represent the company externally.
  • Celebrate team contributions publicly. Shout out employees on social media or in internal newsletters for embodying the brand.

(We love HeyTaco - where you can create peer-to-peer recognition systems based on your values, and gamify with rewards redemptions).

Example: Salesforce rewards employees who actively participate in the company’s philanthropic initiatives, tying their actions back to the brand’s core value of giving back.

TL;DR

Your brand isn’t just a promise to your customers—it’s a culture for your team. When employees believe in the brand, they become your most authentic advocates, delivering consistent messaging and experiences that customers can feel.

Start by making the brand personal, involving your team in the process, and aligning your internal culture with your external promises. Because when your team is obsessed with your brand, it doesn’t just look good on paper—it becomes unstoppable.

Ready to turn your employees into brand superfans? Apply to be a client. đŸ’Ș

What to know this week

đŸ—łïž 57% of y'all are crunching rather than coasting through this holiday season. Didn't vote? It's not too late.

😔 If you're not getting results, maybe your messaging sucks. (yeah I said it).

🛑 Ever just been done? I was and quit my job with no plan. 2/10 don't recommend unless you're unhinged like me. Watch the clip to see how it went down.

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