How a Tidy Locker Room Can Teach Us Everything About Brand Culture
Now, this might seem like a strange place to start—especially if you’re not a soccer fan—but stay with me for a moment.
Picture this: It’s the 2022 World Cup. The world’s most watched sporting event after the Olympics. Emotions are high. The crowd is buzzing. The Japanese men’s national team has just played their hearts out on the world stage. And after the final whistle, they leave the stadium… but not before doing something quietly extraordinary.
They clean their change room.
No, really. They didn’t just chuck their towels into a corner or leave water bottles rolling around like forgotten dreams. They folded their kits. They picked up every scrap of rubbish. They even left behind some cute origami swans with thank you notes for their hosts.
And the best part? They didn’t make a fuss about it. They didn’t post a Reel or write a lengthy caption about “values” or “respect” or “being the change.” They just did it.
The photo of that immaculate locker room did all the talking for them—and the message was loud and clear.
Culture doesn’t need a press release
What I love about this story is that the team never said anything. They didn’t need to. Their actions spoke volumes about who they are and what they stand for: respect, humility, shared responsibility. You can’t fake that. And frankly, you don’t need to when it’s real.
Which brings me to your business.
So often, we feel the pressure to be loud about our culture. To write long paragraphs on our website about our “core values” and our “vision” and our “why”. And look, those things can be useful—but only if they’re actually reflected in what you do.
Because if you say you’re all about community, but your clients are treated like afterthoughts, or if you claim to value creativity but every post feels like it was generated by a dusty template from 2016… well, it starts to feel a bit hollow.
Let your brand culture show, don’t just say it
The truth is, your brand’s culture and values should be obvious before you ever have to point them out.
It’s in the way you speak.
It’s in the visuals you choose.
It’s in how you treat your team, your clients, and even the person who empties your office bin on a Thursday night.
You don’t have to write it on the wall in neon lights. (Though I do love a good neon sign.) You just have to live it—and let that shine through everything you do.
So, what does your “locker room” look like?
If someone took a behind-the-scenes snapshot of your business—your process, your client experience, your team culture—what would it say about you?
Because sometimes, the quietest gestures leave the loudest impression.
And that, my friend, is a far better marketing tool than any Instagram carousel could ever be.
Be like the Japanese football team.