What the Lionesses Teach Us About Brand

Author:

Lisa Lavis

Lisa co-founded Glow in 2000 and built it into a thriving agency. A former national marketing manager for global professional services firm Deloitte, Lisa combines strong, hands-on leadership skills with strategic marketing and business acumen. She has over 25 years’ experience of developing powerful creative campaigns and strategies.

Posted:

29/07/2025

Why Internal Comms Matter More Than Ever

In today’s hyper-connected world, your brand is no longer just what you say it is – it’s what your people say it is. That’s why internal communications are no longer just an HR function – they’re a core part of brand and marketing strategy.

One unlikely but powerful example? That Lionesses recent podcast with Captain Leah Williamson and Jill Scott. It’s more than a feel-good football show – it’s a case study in how strong internal culture becomes magnetic external branding.

🎙️ From Dressing Room to Boardroom: Why It Matters

Hosted by Harriet Rose, the podcast gives us an insider’s look at the England Women’s team – not just how they play, but how they connect, communicate, and live the values of their brand. And for marketers and comms leaders, there’s a lot to learn.

1. Internal Culture Is External Brand

On the podcast, players joke, reflect, and share candid moments from their training camps and off-pitch rituals. It’s warm, real, and consistent with the public image of the Lionesses: authentic, unified, and passionate.

💡 In business, when internal culture and external brand align, it builds brand integrity. But when they’re out of sync, audiences (and employees) notice.

Brand lesson:

Great internal comms aren’t just about “keeping staff in the loop”—they’re about aligning every employee with the brand promise you’re making to the world.

2. Shared Language Builds Strong Teams

The Lionesses podcast is filled with recurring themes, inside jokes, and rituals – players reference “Lionesses camp life” in a way that clearly means something to them all.

💡 Strong internal communications create a shared language and emotional shorthand. This kind of alignment buildsteam identity – and that’s powerful brand equity.

Brand lesson:

A clear, consistent internal narrative helps employees embody the brand. This is what turns teams into storytellers and advocates.

3. Empowered Voices Strengthen Brand Trust

Harriet Rose doesn’t script players – she invites them to speak freely. And that authenticity builds trust with fans.

💡 When you give employees a platform to speak, you increase engagement – and create a more relatable, human brand externally.

Brand lesson:

Let your people be your brand voice. UGC (user-generated content) doesn’t just come from customers – it starts with staff.

4. Transparency Drives Belonging

Whether it’s an ice bath or pre-match nerves, the podcast embraces vulnerability. That kind of openness creates connection – not just within the team, but with their audience.

💡 Transparency in internal communications creates psychological safety and fosters inclusion – key to driving loyalty, innovation, and advocacy.

Brand lesson:

A transparent internal culture breeds belonging. And belonging translates to retention, productivity, and genuine external storytelling.

🧩 What Businesses Can Do Now

Here are a few ways you can channel your inner Lionesses and level up your brand through better internal communications:

Lionesses Insight	Brand Strategy Tip
Player-led storytelling	Launch internal podcasts or video diaries from employees
Consistent rituals and values	Create internal brand guidelines – not just visual, but cultural
Real-time updates and openness	Replace top-down memos with interactive comms – e.g., Slack ‘Ask Me Anything’ (AMAs), & internal blogs
Empowering voices	Invite employee-generated content on your brand channels

Final Word

This Lionesses Podcast reminds us: great brands start from within. When internal communication is clear, human, and values-led, it doesn’t just improve employee engagement – it supercharges marketing, boosts reputation, and builds a brand people want to belong to.

If your internal comms is still just about “informing staff,” it’s time to evolve. Like the Lionesses, your team has stories to tell – and the world is listening.

If you need some support or just don’t know how to get started, Glow can help. Internal comms, doing well and right, are our penalties of choice!

And to watch the Podcast https://www.englandfootball.com/england/womens-senior-team/News