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4 Internal Marketing Tactics to Build Team Culture

Writer's picture: Rachel AcevedoRachel Acevedo

Updated: Feb 6

While marketing is often associated with generating leads, designing branded materials, and driving revenue for your sales team, internal marketing can also play a pivotal role in fostering a winning company culture. A strong company identity can help combat the workforce struggles of the print and packaging industry, including labor shortages, high turnover, and the need to attract a younger workforce.


Wondering how to get started? Take some inspiration from your favorite sports team. They’ve capitalized on branding, camaraderie and a shared goal to cultivate a community of loyal players and fans. Let’s break down some of the ways you can translate this to your business.


1. Look Good, Play Good – The Power of Company Swag

branded t-shirt

We’ve all experienced the power of a uniform, whether it’s a jersey and helmet or a polo with a logo. Just like wearing your team colors to a game, company-branded apparel and accessories promote a sense of pride and belonging. Uniformity reinforces the idea of being on the same team, both visually and emotionally.


How to do it: Throw your logo on t-shirts, polos, jackets, tumblers, notepads and anything else that provides values to your employees at work. Consider including a box of company branded goodies during y



our onboarding process. Bonus points if your company has a catchy slogan that helps employees quickly capture the essence of your culture.


2. Bringing Your Team Image to Life – Office Branding Ideas That Work


team locker room

Don’t stop at outfitting your employees. Bring your brand to life in your workspace. Use brand colors and graphics to promote a positive environment that employees can be proud of. Think of NFL locker rooms and offices with bold colors and inspiring messages meant to hype up the players and coaches to perform at their best.


How to do it: On a large scale, you can install professional wall murals, bold vibrant furniture, colored window films, update your cubicle fabric and more. On a DIY scale, you can paint accent walls, add colored accent pillows, put up branded posters and digital messaging on screens around the facility. Display culture, vision and mission goals as prominent reminders of the shared goals you’re all striving for.


3. Huddle Up – Internal Marketing Communication is Key

The backbone of any good team is quality communication. Transparency from leadership goes a long way with reinforcing visions and standards, so don’t be afraid to share the good, the bad, and the ugly. When done correctly, regular updates on performance and milestones can serve as halftime speeches that boost morale and align efforts across departments.


How to do it: Schedule quarterly or biannual team huddles to discuss company-wide

team huddle

progress. Create a company-wide newsletters to keep everyone informed across different locations and departments. Share successes, report results and provide actionable feedback to give your team a game plan and instill confidence in leadership and the future of the company.

 

4. Internal Events – Build Bonds Beyond the Workplace

 Team unity makes everything in your operations run more smoothly. One way to promote this is to understand them as people, not just employees. When you get to know the people you work with on a personal level, you can better align their work with their personal values, boosting motivation and performance. By understanding individual strengths and weaknesses, you can build teams with complementary skills and create a collaborative environment.


How to do it: In addition to the classic holiday parties and work anniversaries, celebrate your team wins to build a culture of achievement and host team bonding activities that foster collaboration and trust. Events such as volunteer outings, training camps, organized getaways, fitness challenges, and team building exercises can all bring your team together in an authentic way. Creating tighter team bonds, and even a little competition, can help you reach productivity goals in a fun way.


The Benefits of Internal Marketing for Company Culture

Now that you have some tips on how to utilize internal marketing to build your company culture, let’s recap the benefits you can anticipate.


Improve Recruiting and Retention: The print and packaging industry faces unique challenges in retaining skilled workers and attracting younger talent. By fostering a strong and vibrant internal culture, you make your company a desirable place to work and inspire loyalty and engagement in your existing workforce.


Employee Satisfaction Equals Customer Satisfaction: Happy employees deliver better performance and service, which customers notice. A cohesive, motivated team leads to higher quality output and stronger client relationships.


Create a Culture of Winning: By aligning your team around shared goals and clearly communicating your vision and mission, you foster a sense of value and belonging. Employees feel part of something bigger and work harder to achieve collective success.


Sense of Belonging: When employees feel they belong, they are more likely to stay with the company and contribute their best efforts. Loyalty is everything in employee retention and you can achieve that when employees genuinely enjoy coming to work each day.

 

Quick Tips for Implementing Internal Marketing

  • Start Small: Begin with branded swag or a single office update to gauge impact.

  • Involve Employees: Get feedback on what events or initiatives they’d find valuable.

  • Stay Consistent: Reinforce your culture through regular communication and visual reminders.

  • Celebrate Often: Use milestones and achievements as opportunities to build camaraderie.


Internal marketing has the power to transform your workplace into a winning culture. Take cues from the world of sports to foster a sense of pride, camaraderie and belonging among your employees. When everyone believes in the culture, you win together.

For more advice and assistance with your internal marketing efforts, contact the ACE team or subscribe to our newsletter.


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