From good intentions to a solid communications strategy: How to strengthen the link 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 departments into a coherent and powerful strategy.
Below, we present a route to achieve this articulation effectively.
1. Align purpose, strategy and action
A company's purpose shouldn't just be an inspirational phrase, but rather translated into clear strategies and concrete actions. Alignment between the "why" (purpose) and the "what" and "how" (strategy and action) is essential to building credibility.
2. Walk the talk: infuse purpose into every area
An impact strategy can't 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
Impact measurement is essential to demonstrate progress, but numbers alone don't tell stories. A strong narrative that brings those data to life can inspire and generate emotional connections. What's the story behind the sustainability and impact achievements? What stories can the corporate brands tell?
4. Who is the target audience for your social impact?
Clearly defining who you want to communicate your social impact to is key. Is it the end customer? Investors? The local community? Marketing and communications must tailor messages to the target audience to maximize their effectiveness. Internal and external stakeholders speak very different languages, but both are important to the business. Furthermore, each area has a different audience, especially the sustainability and foundation areas.
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, business is driven by profitability
Impact is not incompatible with financial results. In fact, the most effective sustainability strategies often answer a fundamental 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, 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 is in the articulation
At Latimpacto, we've seen how effective coordination between communications, marketing, and impact can transform business perceptions and results. 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 take a deep dive into this topic and effectively integrate your business vision into your impact strategy? Write to us. juanita@latimpacto.org
