Corporate Messaging & Brand Strategy: How to Communicate Effectively

June 17, 2020 3:42 pm Published by
Ethical consumerism is gaining a mainstream following. More than ever, investors factor Environmental, Social and Governance (ESG) considerations into their decisions. Research shows that three quarters of investors expect companies to define their purpose from this perspective and use it as the “primary force” guiding corporate strategy.

From boycotts to ESG-oriented shareholder activism, the C-suite and boardroom are taking note. Leadership, in turn, is looking to their PR and communications staff for guidance on messaging.

The rationales for Corporate Social Responsibility (CSR) are honorable and practical. Satisfied employees are healthier and work harder. Thriving, equitable communities are safer and encourage recruitment. A stable natural environment is a sound long-term investment in more ways than one. Productivity begets profitability and efficiency dovetails with sustainability. Doing what’s right is also good for the bottom line.

Therefore, both a company’s well-earned reputation and clear communication that speaks to stakeholders’ interests are critically important. But operating according to declared values is not an interchangeable concept with having a reason to be in business in the first place: To consistently live up to a unique brand promise to satisfy customers’ needs.

Companies should articulate their commitment to the greater good and authentically express it internally and to the world. Teams at smart and successful companies will find touchpoints between their social responsibility and brand promise. But these ideas are not one and the same.

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