How do brands manage to meet the expectations of different stakeholders without sacrificing consistency? A LinkedIn infographic provides insight.
The audience of a brand ranges from (potential) customers to employees and future employees to investors and partners. Each of these groups, LinkedIn explains in a new blog post, plays an important role in the growth of a brand and should therefore be considered in the marketing strategy. Nevertheless, there is no need for different approaches that take up the different perspectives.
New opportunities through The Great Reshuffle
The experiences that different stakeholders have with a brand and its content can vary in nature and combine to create familiarity. According to LinkedIn, it is therefore not a disadvantage if potential customers see recruitment posts from the company, or an applicant sees a brand campaign. Especially in the context of the Great Reshuffle, today’s customers can become tomorrow’s employees, and employees, in turn, can become partners. A consistent and, above all, uniform presence and communication are therefore advantageous:
[… T]he most valuable brands are brands that tell a unified story. They show up consistently across audiences and touchpoints and the different dimensions of their brands have a hugely positive, cumulative effect.
Different groups, similar expectations
According to LinkedIn, after two years of the pandemic and many changes in the (working) world, people’s expectations of brands have changed. Contrary to the assumption that the different groups such as consumers, employees and investors have different needs, they are surprisingly similar. The desire for a representation of values that reflect one’s own, as well as the need for community and trustworthy partners unites the interest groups. In the following infographic you can see all the advantages of a uniform brand story and ways to implement them in detail.
