Strategic goals put into words: Lünstroth CI develops the highly motivating corporate philosophy.
Few practitioners immediately think of Corporate Identity as a corporate philosophy, corporate mission, purpose branding or code of conduct. However, the mission is one of the most important motivational carriers of an identity: only those who know the goals can follow the path.
“Unwritten laws” are everywhere, but one should not rely on them.
Lünstroth CI strategists develop modular guidelines with clear motivational content.
They are globally identical at the brand essence level, but in the “outer areas” of the Code of Conduct they focus on the respective conditions of the target culture in the affected countries and take their historically grown backgrounds into account.
That’s how we work.
- Check for existing corporate values and agree on the goals
- Check for possible problems (for example in other countries)
- Suggestions for a central guideline
- Development of different characteristics of the guides (for international branches or other parts of companies)
- Regular reviews
Purpose Branding: Why it's important for every corporation.
Stronger customer loyalty
- Emotional connection: Customers who identify with a brand’s values and purpose develop a deeper emotional connection and loyalty.
- Repeat Purchases: Loyal customers tend to make more frequent repeat purchases and spend more.
Market Differentiation
Unique positioning: Purpose branding allows companies to clearly differentiate themselves from competitors by communicating a unique, meaningful purpose.
Competitive Advantage: A strong, purpose-driven brand identity can be a sustainable competitive advantage.
Increased brand awareness and reputation
Positive Image: Companies that engage in socially relevant issues often enjoy a better public image and recognition.
Trust and credibility: Transparency and a clear purpose increase consumer trust in the brand and its credibility.
Employee engagement and retention
- Motivation and productivity: Employees who identify with their company’s purpose are often more motivated and productive.
- Attract and retain talent: Purpose-driven companies attract and retain talented professionals.
Economic Sustainability
Long-term success: Purpose branding fosters a long-term perspective that supports sustainable economic success.
Risk mitigation: Companies that align their decisions with a clear purpose can better manage risk and be more resilient to market changes.
Fostering Innovation
Creative thinking: A clear purpose can inspire innovation processes and lead to new, creative solutions.
Product development: Purpose-driven companies often develop products and services that address real societal needs, leading to greater demand and market acceptance.
Customer acquisition and expansion
- New audiences: A clear, socially relevant purpose can attract new, previously unreached customer segments.
- Referral Marketing: Satisfied and enthusiastic customers who share the brand’s purpose are more likely to recommend the brand.
Financial benefits
- Premium pricing strategies: Customers are often willing to pay a premium for brands with a higher purpose.
- Investor Interest: Purpose-driven companies attract investors looking for sustainable, long-term investment opportunities.
The bottom line
Purpose branding offers numerous business benefits, including increased customer loyalty, market differentiation, brand awareness and reputation, employee engagement and retention, economic sustainability, innovation, customer acquisition and expansion, and financial benefits. These aspects contribute to sustainable and long-term business success.
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Corporate Brands can increase their market shares dramatically by boosting their reputation.
Not only the greater economic success is relevant but the better image regarding employer branding.