What if your strongest brand ambassadors aren’t your marketing team, but the people who experience your culture every day? In this episode of Elevate, host Joy Fajardo sits down with Tanya Bevington, Head of Communications at IKEA Canada, to explore what happens when internal communications, culture, and brand aren’t treated as separate things, but as parts of the same experience. For Tanya, that starts with a simple principle: coworkers come first. Across more than 7,000 coworkers in Canada, many of whom don’t sit behind a desk, IKEA has built a communications approach designed around how people actually work, connect, and consume information. And before a major campaign reaches customers, the work starts internally, making sure coworkers understand it, believe in it, and see the role they play in bringing it to life. Together, Joy and Tanya discuss: Why IKEA makes sure coworkers hear important company news before they hear it anywhere else.How IKEA brought thousands of coworkers into its Bring Home to Life brand platform before taking it to market.What the Cannes Gold-winning Secondhand Tax (SHT) campaign taught the team about trust, purpose, and taking meaningful brand risks.How mental health training, wellness days, and listening to employees can strengthen culture and retention.Why reaching a frontline workforce takes more than email, and how IKEA combines digital channels, leaders, face-to-face communication, and even TikTok-style content.Why leaders across the organization need to see themselves as communicators.What Tanya has learned about authenticity, vulnerability, and taking up space after more than 20 years in communications.How AI can make communicators faster without replacing the human voice that makes communication believable.At the heart of the conversation is a reminder that a brand isn’t only what customers see. It’s also what employees experience, what leaders reinforce, and what people are proud enough to carry with them. If you work in internal communications, employee experience, HR, culture, or brand, this episode offers a practical look at what it takes to build trust from the people closest to your organization outward. STAY CONNECTED! LinkedIn: https://www.linkedin.com/company/linezero/ Website: https://www.linezero.com/resources/podcast ============================= Music: Ramaramaray by Aiyo | Get Up on That Horse by spring gang Via Epidemic Sound © 2026 LineZero