Today’s business environment requires companies to be more than just suppliers of products and services; they need to be agents of social and environmental transformation , earning the trust of consumers who are increasingly aware of corporate practices. Relevant data reinforces this need:
A Deloitte study revealed that 73% of consumers expect companies to help solve social and environmental challenges .
Companies that invest in institutional strategies can see an increase of up to 20% in customer loyalty , according to research by Harvard Business Review.
Furthermore, institutional marketing is essential in times of crisis. A company that builds a solid image over time tends to suffer less impacts on its reputation during adverse situations, as it has already established a basis of trust with the public.
Long-term benefits of institutional marketing
Building a unique identity : Helps create a memorable and consistent brand, valued not only for its products but also for its values.
Talent attraction and retention : Companies with a strong institutional reputation are more attractive to qualified professionals and are able to retain employees for longer.
Increased resilience : A solid institutional lebanon email list image protects the company against market fluctuations or crises of confidence.
Strengthening competitiveness : In saturated markets, brands that have a good perception of value are able to charge premium prices and position themselves as leaders.
How this article will help your business
In the following sections, you will 4 ways to relax after work discover how institutional marketing can be implemented to increase the perception of value for your company. We will explore 15 strategic actions, each with detailed guidance and examples that will help your organization stand out in the market.
Transformation starts here. Ready to take the next step? Let’s dive into the actions that can shape the future of your brand.
Clear Brand Positioning
The importance of a consistent message aligned with the company’s values
Brand positioning is the foundation dating data of any effective institutional marketing strategy. It defines how the company wants to be perceived by the market and reflects its values, purpose and competitive edge. A clear positioning not only attracts customers, but also creates an identity that resonates with all stakeholders, including employees, investors and society.
Well-positioned companies are able to:
Create recognition : The brand is easily remembered for its unique message.
Establish trust : A clear positioning demonstrates that the company knows who it is and where it is going.
Align internal and external actions : The entire ecosystem of the organization operates based on common principles.
How to define a clear positioning
Identify the company’s purpose
Ask: Why do we exist? What impact do we want to make on the world?
Examples:
Natura: “Well-being well” — promoting balance between the individual and the collective, with a focus on sustainability.
Tesla: “Accelerating the world’s transition to sustainable energy.”
Get to know your target audience in depth
Discover your audience’s expectations, pain points, and values. Align your brand positioning with these insights.
Examples:
Youth-oriented brands like Red Bull emphasize adventure and pushing boundaries.
Traditional companies like IBM emphasize innovation and reliability.
Define competitive advantages
What makes your brand unique? What attributes can’t be easily replicated by your competitors?
Use these elements as a basis for positioning.
Communicate consistently
Align tone of voice, visual identity and institutional actions with the brand’s purpose and values.
Make sure all areas of the company (marketing, sales, service) reinforce the same message.
Success Story: Starbucks
Starbucks’ positioning goes beyond coffee. The brand defines itself as a “third place ,” a space between home and work where people can connect and relax. This positioning is reflected in every detail of the customer experience, from the welcoming ambiance of the stores to the personalized ordering.
The importance of reviewing positioning regularly
Markets change, and consumer expectations evolve. Reviewing your positioning regularly ensures that your company remains relevant and aligned with current demands.
Practical example : Avon, a traditional cosmetics brand, repositioned itself to highlight its commitment to inclusion and diversity, reflecting cultural and social changes.
How to measure positioning success
Brand recognition : Surveys can measure how the brand is remember and associated with specific values.
Engagement in communications : High interaction with institutional campaigns indicates alignment with the public.
Employees partners and investors must be align with the positioning.
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