Also known as "corporate communication," institutional communication encompasses all communication actions carried out by a company to build and strengthen its brand image, reputation, and legitimacy. Want to know how to structure your institutional communication strategy to improve your company's image? Discover our tips and best practices!
An institutional communication strategy relies on a series of channels and actions designed to assert your organization's identity, its mission, values, and commitments, and to strengthen your relationship and proximity with the audiences mentioned above.
On the organizational side, institutional communication is typically managed by a communication director or head of communication.
And much more! If after all this, you’re not convinced...
Let’s dive into some theoretical jargon. There are 3 main types of institutional communication:
Keep in mind that your image, reputation, and legitimacy are not built overnight. They will be developed step by step over time, which is why an institutional communication strategy is so valuable.
Marketing communication or institutional communication, it’s not always easy to understand the differences and nuances between each concept. However, these two types of communication have very distinct objectives!
But be careful! While they aim for different objectives, these two types of communication complement each other. As you might have guessed, institutional communication and marketing communication are complementary. It’s essential to deploy them in parallel while maintaining coherence between these two strategies and the resulting multichannel communication operations.
A solid institutional communication strategy relies on a wide variety of channels and tools to reach different audiences. It is recommended to use, as much as your human and financial resources allow, the following channels:
Looking to implement an effective institutional communication strategy? Just follow these 5 steps:
This email signature is like the digital business card of the sender and the company. It helps add a more professional touch to your communications and also serves as an often-overlooked institutional communication tool!
Easily customizable by adding a mail banner, it allows you to effectively broadcast certain messages or direct the email recipient to other content, such as your website.
For example, you can add a banner to your employees' email signatures to reinforce your brand image by including mentions that highlight your commitments, certifications, or values. If you are highly committed to environmental issues, the banner could include a phrase like "We are committed daily to a more ecological future."
As with any communication action, you must follow certain best practices, such as ensuring visual consistency of your banner with your brand image, regularly updating the information to prevent it from becoming outdated, and prioritizing simple messages. For this, don’t hesitate to turn to a ready-to-use signature template like those offered by Letsignit!
Yes, with the 'Campaigns' offer, it is possible to track the number of clicks on the email signatures of all your employees in the 'Statistics' area of the platform.
You can then access a detailed or global view of the number of clicks on the email signatures of each employee. You can use the search option to target a specific signature or a given period. Finally, you have the possibility to export all statistics to an Excel document.
If you launch campaigns with banners inserted in your email signatures, you can also access their performance via this same space.
With Letsignit, you can easily add social network icons in your collaborators' email signatures and link to your company pages. Also, our "attributes" feature allows you to manage personalized URLs for each of your collaborators such as their individual LinkedIn profile.
And that's not all: you can add links to an appointment-setting application, allow your customers to leave reviews easily, and integrate our 'Chat on Teams' widget to let anyone start a discussion via Microsoft Teams chat.
It’s up to you! As an administrator of the Letsignit platform, you choose whether or not to grant modification rights to your employees. These permissions are managed on an attribute-by-attribute basis, which means that you can decide to allow the employee to change their phone number, but not the address of your premises, for example.
This feature applies to all attributes in your directory, including custom attributes created on Letsignit. When your employees change one or more attributes, your directory is obviously not affected.
It often happens that employees make their email signature their own: custom format, bad fonts, colors inconsistent with the brand standards... all of this has an impact on your brand!
A consistent visual identity is considered authentic and outperforms a perceived weak one by 20%. And, your customers are 2.4 times more likely to buy your products.
With Letsignit, take back control over your brand identity by standardizing all your email signatures. Our tool has many features that allow you to customize your signatures by department, by audience or by subsidiary. Not to mention the possibility of carrying out campaigns within your email signatures thanks to our Campaign offer.
What is the user experience like for our employees?
In both cases:
In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.
With our "multi-signature" feature, your employees can benefit from multiple email signatures. No technical manipulation is required. Thanks to our Add-in for Outlook or the desktop app, they can change their email signatures as they wish with just a few clicks.
Regarding the creation of email signatures, you can make several variations such as:
Everything has been thought of to go further in the personalization process based on the recipient of your emails.
If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.
As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.
As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
