Key Takeaways
- Employee engagement programs build loyalty and enhance workplace culture.
- Merchandising initiatives, like custom apparel, create a sense of unity within large organisations.
- Strong internal branding contributes to external reputation, demonstrating innovation and purpose.
Corporate culture is changing, and innovative businesses are leading the way by finding creative ways to engage employees. One standout example is the KPMG Airforces, an internal initiative focused on team-building, unity, and identity through custom-branded merchandise and programs. But what exactly are the KPMG Airforces, and what can other organisations learn from it? Let’s dive into the lessons businesses can draw from this unique initiative and how investing in meaningful employee engagement tools can benefit your brand.
1. Building a Stronger Team with Internal Merch
The KPMG Airforces started as a playful way for KPMG teams to identify with internal groups through branded apparel and merchandise, such as custom sneakers and uniforms. This initiative has demonstrated the power of well-designed, team-specific merchandise in fostering a sense of pride and unity. The result? Employees feel valued and connected, improving morale across departments.
Other businesses can take note: branded merchandise isn’t just for marketing—it can be used internally to create a cohesive and inspired workforce. Imagine how custom apparel for departments or project teams can strengthen workplace culture.
2. Enhancing Identity through Customisation
What makes the KPMG Airforces stand out is the sense of belonging and identity the initiative brings. By offering employees tailored merchandise that reflects their team’s personality, KPMG reinforces the idea that every role matters. This speaks to a larger trend in business today—personalisation in the workplace.
Companies looking to build loyalty can consider introducing customised products or experiences that connect their staff to the company’s vision. Personalisation makes employees feel seen, valued, and engaged with their organisation’s mission.
3. Aligning Internal and External Branding
KPMG’s focus on Airforces shows how internal branding impacts external reputation. When employees feel like they are part of something meaningful, they become natural brand ambassadors, promoting the company both consciously and unconsciously. A happy, connected workforce strengthens a business’s public image and employer brand—an essential factor in attracting top talent today.
Organisations can learn from this example by ensuring their internal values align with external messaging. Consider integrating branded merchandise programs not only for employees but also for clients and partners, signalling that your business is aligned, transparent, and forward-thinking.
Conclusion
The KPMG Airforces shows how thoughtful, creative initiatives can go beyond surface-level fun to enhance employee engagement, loyalty, and internal branding. Through custom merchandise and a focus on team identity, KPMG has built a program that brings people together and boosts organisational pride. The key takeaway? Branded merchandise can become a strategic tool, not just a gimmick, when it aligns with a company’s values and employee engagement goals. It’s not only KPMG doing this too. Competitors in the space, such as EY, have also used the exact same approach (their post here).
FAQs
What is the KPMG Airforces initiative?
KPMG Airforces is an internal branding program that uses branded apparel, such as custom sneakers, to build team unity and morale within the company.
How can branded merchandise benefit my organisation?
Branded merch helps foster employee loyalty, creates a sense of belonging, and aligns internal teams with your company’s mission and values.
Can small businesses apply these principles?
Absolutely! Even smaller companies can benefit from personalised merch, using it to build team spirit and express brand identity.
What types of merchandise work best for brand awareness?
Apparel, along with office accessories, work well for both practicality and brand visibility. These items etch their way into team life and are great as handouts for networking events.
Ready to start your merch journey? Contact us to start off on the right shoe!
