What Is Institutional Marketing?

Institutional marketing refers to the set of communications a company makes with its audience. The purpose of this strategy is to build and strengthen the brand’s image in the market. Businesses accomplish this by providing both products and services as well as exhibiting cultural and social values. This article will help you discover how institutional marketing can help your business establish itself in the market.

Difference Between Institutional & Endomarketing Marketing

Most people mix up institutional marketing and endomarketing since both are intended to help build a brand. This is a common misunderstanding, even among professionals. 

Endomarketing Marketing

If you want to avoid this mistake, make sure to remember that endomarketing is about optimizing internal relationships. Focused only on strengthening departments within the business. 

Human resources usually oversee an endomarketing strategy. This involves the identification of employee needs, organizational structure issues, or factors that motivate low engagement. This information is used to decide on actions that will lead to a more efficient production line with a lower turnover rate.

Institutional Marketing

Institutional marketing, on the other hand, serves to enhance a brand’s reputation and prestige. As a result, marketing professionals are responsible for defining both internal and external strategies that strengthen the corporate environment. 

A lot can be accomplished with social and cultural marketing strategies in the latter case. Various promotional campaigns among employees like business celebrations, and internal campaigns are very helpful to any business model.

To consolidate a brand on the market, every cog in the machine must be working in such a way that the company develops. It is, therefore, important to include those that actually make things happen. In spite of their differences, institutional marketing, and endomarketing strategies can work well together, and both make a good case to be a worthwhile investment

Positive actions encourage the employees to evaluate the company on platforms such as Glassdoor, which directly improves its reputation.

Employees can express their opinions about the organizational environment, wage levels, and other aspects of a company or business on these types of websites. These evaluations take the brand’s culture and values beyond that and help promote it to customers and other professionals.

Why Invest In Institutional Marketing?

The relationship between your audience and your brand is strengthened when you value your brand based on value positioning. Particularly in light of the current economic recession, with the market once again reorganizing itself, all strategies are now geared towards conversions to sales.

Considering modern consumers, such an onslaught can be counterproductive. Marketers are expected not only to offer promotions and competitive prices, but also to display a position on current issues.

Through the internet and social media, consumers have easier access to information, which has led them to choose their purchases more carefully. 2 in 3 people disapprove of the way companies communicate about their products, according to the Edelman Global Earned Brand survey.

In this new era of more demanding consumers, brands must not only meet consumers’ needs but also convey trustworthiness and share the same values.

5 Steps To Achieve Better Communication With Your Customers

Let’s discuss a few tips for developing an effective institutional marketing strategy now that you understand the concept and goals. A well-thought-out plan is crucial to improving the relationship between the institution and its clients.

1) Create a Brand Persona

Creating a brand persona is the first step. The idea is to maintain the characteristics of your business’ personality regardless of changes in the market. This factor is known as brand essence and is a characteristic similar to a person’s personality. 

The essence of your brand is like your company’s DNA or soul. When you know what your business is all about, you’ll be able to better explain its purpose to your customers as well. 

Companies usually describe their “essence” in a few words. There are several examples of brand essences you may already be familiar with, such as Nike’s “Authentic Athletic Performance” or Apple’s “Think Different”. Those words highlight the company’s purpose and let customers know they’re connecting with the right people.

Besides conveying trustworthiness, it makes identification easier for consumers. A positive brand persona raises awareness and supports additional principles such as the Pareto principle.

2) Define Your Value Proposal

As you build your brand persona, you need to develop your value proposition that translates all of this personality into a business model. Doing so allows you to create a more personal connection with your customers. 

Your positioning is what ties together all the characteristics that define a brand’s essence and persuades your audience to buy your products over your competitors. This investment is even beneficial to your customers since more investment in your products leads them to think of you and your brand as an experience rather than simply a product.

3) Set Yourself Apart From Your Competitors

It’s also a good idea to study your competitors’ marketing strategies with their products. This will give you a better idea of how to build a relationship even more engaged with your audience. 

To be successful, you should consider innovative strategies, like marketing initiatives that your competitors have not yet implemented. This makes it easier for businesses to catch the attention of consumers and stand out from the crowd.

It is important for companies to compete not only on price and quality but also in communication, which is often even more crucial. This is best exemplified by Tesla and mainly its CEO, Elon Musk. Although quite unorthodox, Musk’s down-to-earth persona and transparency alone move entire markets, as we’ve seen with both TSLA and DOGE

People simply subscribe to his brand and see it as quite an avant-garde entity. The same can be said for companies like Apple. Globally renowned for the quality and reliability of its products, the tech company incorporated these characteristics into its advertisements, which has clearly proven beneficial.

4) Accurately Identify Your Target Audience

Even when it seems as if all ways of promoting a product have been explored, as a marketer you cannot ever give up. You will always find a way to promote a company. However, before any action is taken, it’s important to understand whom you’re communicating with. Who is your buyer persona?

In case you’re not familiar with this term, it describes a fictional character that summarizes the key characteristics of your ideal customer. You can build the scope that represents your customers based on market research for your company or niche.

Factors such as age, habits, country of origin, job position, interests, or problems that they want to have solved. This method allows you to build your business’ image using a creative model that represents your audience better and automatically sets your business apart from others.

5) Incorporate Institutional Marketing In Your On-Going Campaigns

Lastly, you could incorporate institutional marketing into your current campaigns. For smaller brands with less recognition, it can be difficult to rely on a structured campaign and ample material. 

It is, however, possible to implement this step gradually. A simple “About Us” page on your website that informs your customers about your business’ values is a great place to start. You can also show the people behind your products through blog posts or social media posts. 

By developing the habit of including institutional marketing in all promotional actions, your target audience will get increasingly more familiar. In this way, your business can better communicate its personality and value to its customers.

Institutional Marketing Tools

Institutional marketing goes hand-in-hand with other forms of marketing tools. These are the three main tools that help in the creation of a successful institutional campaign. 

Video Marketing & Testimonials

A celebrity may participate in video testimonial campaigns, where he or she praises an organization, product, or service. A video like this can be a great foundation for your institutional marketing, especially when your brand’s representative demonstrates tradition, respect, and authority. 

These videos are usually narrated by business owners, because they know the brand’s history better than anyone, as well as its persona, positioning, and value proposition, from the beginning. 

It is important not to overlook others, including your employees, who embody the brand’s values and generate empathy. Customers can also prove that a product or service is worth the money by recording how they feel about it.


The first step to your brand’s success is to develop a content-production platform. Identify a theme that suits your business’ positioning. 

You can then start creating posts that relate to these two elements. Using this strategy, you develop an institutional campaign for your brand and demonstrate to the audience its authority in the field. 

Moreover, you can create an article about your brand to let customers know more about you. Write a compelling text that piques the interest of readers in your product line as well as all other areas of your business.


A newsletter is an email model that provides users with a brand introduction, links to news, and shares content. Therefore, its purpose is not meant to promote anything or make any type of market offer. Newsletters are strictly institutional messages sent out via e-mail blasts.

Using newsletters with your best content is a great way to gain a new audience or engage existing ones. Suppose you have a new customer sign up for the newsletter. This is a great opportunity to notify this potential customer about your brand. 

Your brand’s persona should let your customers know what exactly sets you apart from your competition! Take advantage of commemorative events such as New Year’s Eve, Mother’s Day, Christmas, etc., to create customer-targeted actions. 

This content can even include a value proposition or a call to action (CTA) that is aimed at getting a new conversion, but the message must be focused on enhancing your brand.

Don’t Be Discouraged From Trying

Although institutional marketing requires a lot of effort and in some cases a large budget, you shouldn’t be discouraged from trying. Don’t assume only large companies with big teams and professional equipment can do it. You can always start small and start incorporating the above-mentioned tips steps by step.

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