How to Connect with Our Customers
Purpose, a fundamental ally in consolidating an organization
January 21, 2024
There is no magic potion or single key to ensure that a company endures in the medium and long term, but there are several levers or fundamental pillars that can contribute to its longevity and permanence. Among these are purpose, human and approachable leadership, and, of course, an empathetic and well-established brand that knows how to create connections with its stakeholders; all of which, let’s not forget, also involves managing and responding adequately to their demands and expectations.
Furthermore, to endure over time it is essential to build a legacy based on trust, value creation, and shared prosperity. All of this without neglecting responsible management, which means adopting stances and making decisions coherently based on consultation with the different stakeholders. As we say, it is fundamental to take into account the concerns of all of them—not only customers and shareholders but also our employees and suppliers, and, of course, society as a whole, since companies must always keep in mind what this world and its people need.
Marketing and Communication with Purpose
We live in very “purpose-driven” times. Today, it seems that every company has a purpose, and although many of these may be created expressly to align with this trend, it is difficult for a company without purpose to meet its customers’ expectations. Consumers are increasingly aware and committed to their surroundings, and they look more favorably upon brands that are in tune with this way of thinking and acting.
In this regard, the most significant brands are those that have managed to create a deep connection by attending not only to functional aspects but also to aspirational ones, building a two-way relationship with their customers.
Consumers, clients, and stakeholders in general are beginning to clearly discern that many brands have moved beyond mere statements of intent to a committed, activist, and challenging stance—and they are communicating this openly. In this sense, communication is essential to connect with those audiences who understand our brand and our purpose, and to convey objectives and values, because only in this way can trust be generated and a good reputation built.
This purposeful communication must be constant and transparent, allowing the company to respond to the changing needs of the market, manage crises appropriately, and reveal the true value of the organization.
To achieve this, a culture of innovation rooted in the company will also be decisive to adapt to market demands and achieve sustained growth over time.
Relevance and Difference
Relevance and differentiation are key aspects when developing our brand, which is largely achieved by having a shared purpose that represents the organization’s reason for being.
This purpose will act as a compass and also drive us to look beyond, creating a balance between the demands for returns in the short, medium, and long term. In other words, we must consider the long term and avoid short-sighted views or the mere pursuit of business profits. Responsible and committed leadership will also ensure that the common good prevails and that a legacy is left in the form of a contribution to society. It will also generate feelings of admiration and trust, resulting in behaviors such as purchase or loyalty, talent attraction, or investment and support from shareholders for the initiatives the organization seeks to undertake.
This is the true meaning and raison d’être of ILUNION Hotels, reflected not only in our latest campaign Where to Sleep is to Wake Up but also in its aspirational and emotional extension, Dreamers.