Begin brand purpose campaigns by focussing on employees’ well-being

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2022, 1:07 AM UTC

Before aiming to establish brand purpose externally, companies must first look inwards.

When it comes to purposeful messaging, focusing on the commitment to employees can help brands provide legitimacy to their external campaigns. Initiatives like paid parental leave packages or gender pay equity for employees can help brands create a positive impact on their audiences as well.

Brands must rely on data and insights when building a messaging strategy. Companies must first determine what goal they intend their purposeful campaigns or programmes to meet. Similarly, brands should also perform sentiment analysis on potential keywords before including them in branded campaigns.

Sentiment analysis can help brands identify what kind of messaging would drive favourability, trust and reputations among target audiences. Instead of posting event-specific statements or one-off campaigns, companies must highlight the “big picture” to make both audiences and employees feel that are a part of something substantial and impactful.

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