From good intentions to a solid communications strategy: How to enhance the articulation between communications, marketing and corporate impact in 7 steps
In a world where brands are evaluated not only by their products, but also by their social and environmental impact, companies have the opportunity to integrate their communications, marketing and impact areas into a coherent and powerful strategy.
Below, we present a route to achieve this articulation in an effective manner.
1. Aligning purpose, strategy and action
A company's purpose should not remain an inspirational phrase, but should be translated into clear strategies and concrete actions. The alignment between the "why" (purpose) and the "what" and "how" (strategy and action) is fundamental to build credibility.
Walk the talk: permeate purpose in all areas.
An impact strategy cannot be an island. From operations to customer service, every area must live the impact strategy. This integrated approach ensures that purpose and sustainability are not just words, but tangible practices.
3. Good friends: numbers and storytelling
Measuring impact is essential to demonstrate progress, but numbers alone do not tell stories. A strong narrative that brings that data to life can inspire and generate emotional connections. What is the story behind sustainability and impact achievements? What stories can corporate brands tell?
4. Who is the target audience of your social impact?
Clearly defining to whom you want to communicate your social impact is key. Is it the end customer? The investors? The local community? Marketing and communications should customize messages to the target audience to maximize their effectiveness. Internal and external stakeholders speak very different languages, but both are important to the business. In addition, each area has a different audience, especially sustainability and foundations.
5. Are brands connected to impact perception or ESG rankings?
ESG (environmental, social and governance) rankings and public perception of your brand are two sides of the same coin. An aligned strategy ensures that your work translates into tangible recognition, both in metrics and perception. The technicalities of climate action, diversity and impact performance are important, but does your audience understand them?
6. In addition to the heart, the business is driven by profitability.
Impact is not at odds with financial results. In fact, the most effective sustainability strategies often answer an essential question: What problems are we solving? Solutions that benefit society and the environment can also be drivers of profitability.
7. High-performing sustainability claims
Consumers are self-centered by nature. Messages that appeal to their health, their well-being and their world are more likely to resonate. This approach should guide campaigns that seek to connect sustainability with consumers' personal motivations.
Latimpacto: The opportunity lies in articulation
At Latimpacto, we have seen how an effective articulation between communications, marketing and impact can transform the perception and results of companies. Beyond words, companies need concrete strategies that connect purpose with actions and the stories they tell, and above all that leverage the value they deliver to their stakeholders.
Are you ready to align your efforts and communicate your impact to the world? Do you want to deep dive into this topic and have your business vision integrate your impact strategy effectively? Write to us at juanita@latimpacto.org
