How (and Why) to Get Started with Internal Marketing

Your employees could be your best marketers—yet most home product manufacturing (HPM) leaders overlook them. Your employees interact with customers, dealers, and suppliers daily. But if they don’t fully understand—or believe in—your brand, they won’t be your best advocates. Internal marketing ensures they do by rallying your team around your brand, turning them into advocates who sell your lighting, flooring, or faucets with conviction. It’s not just for big corporations—boutique tile firms and mid-size cabinet makers can use it to compete.

Why internal marketing matters:

A team that’s aligned with your mission becomes a powerful asset—leading to stronger brand advocacy, better recruitment, and a more engaged workforce.

Here’s how it works—and how to start.

What is Internal Marketing?

Internal Marketing meeting, leader shares vision with leadership team

Internal marketing is about selling your home product brand to your employees first.

Think of them as your initial audience: if they believe in your mission, vision, and products—like why your windows outlast the competition—they’ll spread the word naturally. It’s not fluff—it’s strategy. Engaged employees don’t just clock in; they pitch your value at trade shows or post about your craftsmanship on LinkedIn. For home product manufacturers, where trade pros and customers trust frontline insights, that’s gold.

Why Internal Marketing Matters for Home Product Manufacturers

Creates Employee Advocates Who Strengthen Your Brand
Employees who believe in your mission become your best marketing asset—no extra budget needed. A warehouse lead who tells a contractor how your cabinetry holds up in high humidity can land a sale without a formal pitch. Research shows 70% of buyers trust employee insights over ads.
Enhances Recruitment and Employee Retention
Manufacturers can struggle to attract and keep top talent—from operations to management. A strong internal brand helps. If your window company stands for precision craftsmanship, engineers who care about quality will want in. Companies with strong cultures reduce turnover by 30%—a huge advantage in an industry facing labor shortages.
Aligns the Workforce to the Company’s Mission and Goals
Misaligned teams create bottlenecks and inconsistencies. Internal marketing keeps everyone on the same page—like a lighting company that cut rework by 20% after aligning employees on an “innovation-first” mindset. When your team understands the big picture, they don’t just build products; they build your competitive edge.

Your HPM Internal Marketing Playbook

1

Define and Communicate Your Internal Brand

If your team doesn’t know your mission, neither will your customers. Start with a simple, clear statement that connects everyone to the bigger picture. If you make home products designed to last, say: “We build products that our customers will be proud to use for decades.”

Now, reinforce it. Print it on walls, add it to emails, and repeat it so often that employees can’t forget it.

2

Implement Top Communication Channels

Newsletters and memos don’t inspire people—stories do. Use Slack or a quick video update to highlight wins (“Our tile just got featured in a national magazine!”). Host monthly or quarterly meetings where employees share how customers use your products in real life. When employees see their work making an impact, they engage more.

3

Train and Empower Employees as Brand Ambassadors

Make brand training practical instead of formal. A quick “Why Our Brand Stands Out” cheat sheet or a 5-minute team huddle before shifts keeps it top of mind. Encourage employees to share their own experiences—like an installer explaining why your hardware is easier to use than a competitor’s.

4

Foster Engagement Through Strategic Initiatives

Reward a machinist’s Instagram post of your sink in action—think gift cards or a shoutout. Small incentives go a long way. Encourage testimonials or behind-the-scenes videos of your process. A door maker’s “day in the shop” clip could sway a designer and a hire in one go.

5

Integrate Internal Marketing with Strategic Planning

Your internal brand should fuel your sales and marketing goals. If your employees are engaged, they’ll naturally reinforce your company’s positioning. Want to get started? Download the Fásnua Strategic Planning Guide to align internal efforts with your big-picture strategy.

Your next step…

Start small. Pick something above and implement it today.

Your employees don’t just build your products—they build your brand. When they understand your mission, they don’t just work for you; they advocate for you. That’s how you create a workforce that strengthens your brand, attracts top talent, and fuels business growth.

Turn your team into the competitive advantage it could be. Partner with Perk Brands to build and put an internal marketing strategy into practice to keep your employees engaged and your brand ahead of the competition. It’s simple to start. Start with a free 20-minute call.