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Organisations are under constant pressure by their stakeholders to demonstrate value. And whilst the idea of sustainability isn’t new, incorporating ESG (environmental, social and governance) strategies into a business plan is becoming increasingly expected.


In fact, by placing these values at the heart of your organisation’s brand and marketing strategy, you’ll increase your brand loyalty and value. But be warned, feel-good messaging without any solid positioning and evidence will likely create more confusion than confidence amongst your audience.

The key lies in effectively communicating and demonstrating your organisation’s purpose. Here’s how…

 

Clear and consistent messaging

Standing out in an increasingly competitive marketplace starts with making sure that your organisation’s mission, values and goals are clearly identified. These should form a key part of your brand narrative and be recognisable to your audience.

It’s also very important to ensure that your values and goals are shared and understood by your internal team. This will help keep messaging around your organisation’s purpose consistent and unified.

 

Active public relations

The media plays a pretty key role in shaping your reputation. You should therefore be thinking of a public relations strategy that puts the power of the media to good use by sharing news and stories of your organisation’s ESG efforts.

You should also explore guest blogging opportunities for any clients, partners or suppliers you work with. By sharing your expertise on other organisations' websites, you can establish yourself as an authority figure within your sector, build relationships with other thought leaders in your field and expose your brand to a much wider audience.

 

Results-driven case studies

Whilst your organisation’s ESG strategies are a growing priority, your services, performance and expertise are ultimately going to carry the most weight when it comes to your audience’s purchasing decisions.

The key to striking this balance is making sure that your case studies are both led by results and also centred around your purpose and values. For an example on how to do this effectively, take a look at our case study for the foster carer recruitment strategy we delivered for Wiltshire Council.

 

Ultimately, your organisation’s ESG efforts should extend beyond just marketing. It’s all about adopting a collective view and shared set of values, as well as finding opportunities to empower and involve your employees through ESG goals and activities.

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