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5 reasons why institutional advertising is essential for your clients

by Chance Bulger

In an era of immediacy, why investing in institutional advertising is so important to your clients?   Convincing your clients to invest in institutional advertising is essential for the qualification of service, best visibility, recognition of the public and to provide a sense of engagement for the target of their services.

Over the years, consumers, media and critics have evolved and became much more demanding. The internet facilitates the spread of praise and criticism, so the public is not so easily satisfied with the traditional advertising, and new tactics of engagement and trust are necessary and must be in constant practice.

“Companies are working on the digital media area to try to improve their organizational image, facilitate communication and proximity to their audience.”   You should keep in mind that institutional advertising is not aimed at presenting the value of the product, but rather promoting the image of the company, to add value to the products and services.

It also aims to increase the demands and interests of each company, from the return of services provided to the satisfaction of employees. That is, institutional advertising is the promotional message intended to create an image, enhance reputation, encourage goodwill, or defend an idea or philosophy of an organization, rather than only promoting sales.

Institutional advertising needs to address informative data about the institution, aiming to show transparency of its products and services, thus promoting a philosophy, social responsibility and the promotion of strategic actions of the organization must also be considered, never leaving aside ethics.

Here are 5 reasons to encourage your clients to invest in institutional advertising:

1) To disseminate a concept or positioning of the company: With institutional advertising, concepts and arguments that reinforce its identity and values ​​are worked out, as well as to disseminate the opinion, in what the company believes and its purpose of existence, express the personality of the brand, and the more present it is, the more it becomes important in its segment.

2) To get recognition before the public of the brand: Analysis of the value chain, ie, which are the audiences that relate to the company: employees, customers, potential customers, community, suppliers, partners, government agencies, press, etc, and the respective impacts, and include in the plans of actions of the campaign showing its value and closer relations.

3) To promote the brand and to increase perceived value: Institutional advertising is an important ally for the brand to spread relevant content so that the public have approximation and acceptance, seeking to generate identification between public and brand, in order to “build” these symbolic constitutions and interpretations, which potentiates the alignment between public perceptions of the brand and what it wants to appear.

4) To increase competitiveness for similar brands: Through institutional advertising create a personality for each brand, differentiating it from the rest and avoiding similarity. Regardless of the size of the company, investing in institutional advertising will never be an additional expense, but a long or short-term investment in the quest for new customers.

5) To humanize the brand: to train employees and work the sense of belonging to the company, as well as to seek fans and allies among other audiences. Choose the place where it most suits the segment and start the strategy.


In a new era of communication, show your customers the importance of being prepared to invest more and more in an advertising that adds value to their brands. As an advertising professional you should open the eyes of the companies and brands in order so they can understand the evolution of the current scenario and the need to invest in relationships.

When used by the right businesses in the right way, institutional advertising can be a powerful tool for any brand. Big companies that are “household brands” have worked hard to ingrain their products and services into our minds, institutional advertising just helps to  reinforce that message.   It’s fundamental for advertising companies to make a strategy for each brand and company they are working with. An institutional advertising solution can be extremely useful for one company, but not for all.

Some of them are so focused on promoting the company image that they usually discourage the sales of the product itself. For example, alcohol companies runs commercials that warn of the dangers of excessive drinking or drinking and driving. These commercials are intended to enhance the company’s image, making them appear more trustworthy and responsible.

Another form of institutional advertising is the promotion of an industry, rather than a particular company. This happens for industries that own other small businesses that do not have the budget needed for advertising, especially in national media.

For example, small law firms often do wills prepared by their lawyers. An association for inheritance lawyers conducts an advertising where it gathers a television commercial promoting the importance of getting a will, then lists a website that leads viewers to find lawyers in their area. In this way, institutional advertising will have a wide appeal and of great importance for the association of lawyers.

Companies will recognize the benefits of more incisive and effective institutional advertising in today’s times, where competitiveness overlaps opportunities. Competent institutional advertising will play a decisive role in the future model of brand approach. So you better start projecting these strategies for your clients.

Author: Chance Bulger

Writer, blogger based in Charlottetown, Prince Edward Island, Canada.

Yann Keerim
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