In today’s crowded brand landscape, grabbing attention is one thing; holding onto it is another. At Smarts, we believe that Cultural Endurance is what keeps a brand relevant, trusted, and meaningful over time—it’s the ability to resonate with people in a way that lasts. But true endurance doesn’t happen by chance. It’s built from within through something we call Cultural Indurance, the daily discipline of acting, creating, and communicating in ways that align with who you are and who you want to be. It starts with your employees. They’re the ones who bring your brand to life every day, shaping perceptions and carrying its story as much as any campaign ever could. The question is, are you giving them the tools to do it?

Too often, internal communications get stuck in the weeds—lengthy, top-down emails that go unread, updates that land with a thud. But when it’s done well, it’s transformative. It connects people to a purpose, creates pride, and turns employees into natural advocates. Imagine every person in your company becoming a ripple in a much bigger wave.

The untapped potential of employee advocacy

There’s nothing more powerful than someone sharing their personal connection to a brand. It’s not just what they say—it’s how they say it. Authenticity and enthusiasm are impossible to fake. In fact, studies show that while only 3% of employees share content about their company, they drive 30% of the total engagement a company sees. Even a small group of engaged employees can amplify a brand’s message in ways that no campaign ever could.

But advocacy isn’t something you can mandate. It has to feel real. That means creating an environment where employees genuinely believe in the brand and are excited to share it. If that sounds like a big ask, it doesn’t have to be. The groundwork is simpler than you think.

Putting Cultural Indurance into Practice

Take Aston Martin, for example. They don’t just design luxury cars—they find creative ways to immerse their team in the brand. Most employees will never own an Aston, but through track days, exclusive events, and behind-the-scenes access, they are invited to feel like insiders in a story of innovation and heritage. This thoughtful approach builds a sense of pride and connection that goes beyond ownership, creating advocates who carry the brand with them everywhere they go.

Four ways to breathe new life into internal comms in 2025

1. Make your content unmissable

Your employees are your most valuable audience—treat them that way. If your internal comms feel like a chore, something needs to change. Pay real attention to how you communicate, taking cues from how people consume content in their everyday lives. Think short videos, bold visuals, and quick, engaging updates that feel relevant and familiar. Give them something they want to engage with, not something they feel they have to.

2. Rally your internal influencers

Every workplace has those individuals who naturally inspire and energise others. These internal influencers often have strong networks and a knack for sharing ideas in a way that resonates. Identify them, empower them, and give them opportunities to amplify your culture. Their enthusiasm can spread across the organisation, creating authentic connections and spreading engagement in ways that feel personal and genuine.

3. Realise the potential of line managers

Line managers hold a unique position of influence. They are often the first point of contact for employees and play a pivotal role in building trust and fostering connection within teams. Equip them with the training, tools, and messaging they need to lead with confidence and clarity. By empowering line managers as a key communication channel, you can strengthen bonds across the organisation and ensure your culture is reinforced at every level.

4. Create moments that stick

People remember experiences, not announcements. Whether it’s Guinness teaching employees to pour the perfect pint or L’Oréal inviting a parfumeur to explain the art behind a new fragrance, these moments create advocacy and connection. And when employees feel proud, they share it.

5. Aligning the inside and the outside

Here’s the reality: what happens inside your company affects the outside. If your employees don’t feel connected to the brand, why should anyone else? They are your best advocates. When employees believe in the mission, that belief becomes visible to everyone they interact with.

So ask yourself, are your internal and external narratives aligned? Do your employees feel like they’re part of something worth sharing? Because these things are so much more than nice-to-haves. They’re the foundation of trust and credibility.

6. Looking ahead

Reimagining your internal comms doesn’t mean doing more. It means doing it better. It’s about creating conversations people want to join and moments they’ll never forget. 

At Smarts, we’ve seen firsthand how cultural endurance is built one interaction at a time. It’s in the stories your employees tell, the pride they carry, and the chain reaction they create. So, what’s next for your brand?