Aspirational Reputation – Institutional Inspiration

Businesses have a challenge. Fortunately, they can fix it and increase their competitive advantage at the same time. The solution is to create an aspirational reputation for your company. Simply help your stakeholders believe in the great potential of your business and you will both benefit. Stakeholders who are enthused about your business will help it thrive. Likewise, you can help your stakeholders aspire to greater things by connecting them with the aspirations of your business. You can accomplish all this through authenticity and by creating institutional inspiration.

institutional inspiration

The Challenge

The challenge is that many American’s have lost confidence in a better life for themselves and their children. This has been reflected in recent elections and is felt despite remarkably low unemployment. Interestingly, you can see this in many other parts of the world, as well. This is both a societal problem and a real concern for businesses.

A disaffected population can constrain the economy and increase costs to society. Concurrently, disaffected populations are gravitating toward stronger political leadership to guide and protect them in more difficult times. This phenomenon was seen in the rise of fascism following the disruption of World War I and during the global depression of the 1930s. Significantly, some analysts see a parallel in the current dislocation of the tech revolution and globalization.

With large segments of the population feeling abandoned or even betrayed by elites, the risks to businesses are real. As businesses respond to growing technological and competitive challenges, the gulf between business elites and the have-nots widens. Businesses need to bridge this gap before they become the target.

Why Business Should Act

If the problem is frustration and resignation, the best defense may be to provide opportunities worthy of enthusiasm. Remember, businesses need consumer confidence, an engaged workforce and enthusiastic stakeholders to do well. Fortunately, developing an aspirational reputation builds enthusiasm and makes stakeholders want to associate with your business. The key is to advance institutional inspiration in communication programs and as a priority for both leaders and employees.

aspirational reputation

Most businesses do much better when public sentiment is positive. This is particularly evident when sentiment about an individual business is favorable. When a business encourages its stakeholders to see the business as a positive force that improves conditions, it builds an aspirational reputation. This is a reputation that facilitates a positive outlook and a belief that association with the business makes those associated with it better.

Aspirational Taglines

Advertising can be a very effective tool for capturing the sentiment of an aspirational reputation. Consider these slogans and you should see what we mean:

  • We bring good things to life
  • Be all you can be
  • I think, therefore IBM
  • Just Do It
  • Think Different
  • We Try Harder
  • The Few. The Proud. The Marines.
  • Don’t be Evil

Of course, there’s much more to a company’s reputation than a slogan or tagline, but they help illustrate the concept. In addition, when a company with an aspirational reputation moves on from a specific slogan that can also indicate a shift in focus that will ultimately change the culture and reputation. Some might argue that GE dropping We Bring Good Things to Life coincided with a challenging period of change for the company.

In most cases, great taglines come long after a fundamental philosophy and culture are formulated by leaders and influencers. In some cases, the actual terms are formulated by leaders and influencers.  For instance, Thomas J. Watson first used the slogan Think in 1911 before IBM was formed and three-quarters of a century before the slogan “I think, therefore IBM” was coined.

Impact of Aspirational Reputation

Similarly, Google’s Don’t be evil manifesto was put forward nearly two decades ago by influential employees. This employee engagement is consistent with its more open and participatory style. Of course, some might argue whether the manifesto is controlling, but you can still see how it affects decisions. Interestingly, their willingness to forgo expediency and short-term gains in the early years may have helped deliver long-term success for Google.

These examples reflect the aspirational reputations of world-class companies, but they are important for emerging companies too. Ultimately, finding ways to inspire stakeholders can yield great value. Motivated employees are more productive, and often more innovative and engaged. Investors are more enthusiastic about the company and less likely to create distractions by finding fault. Customers find products more desirable and show greater brand loyalty. Communities welcome those who bring opportunity and elevate the region’s status.

Institutional Inspiration

How do you inspire stakeholders? Often it starts with the leader of the enterprise. Leaders inspire in many ways and the choices often reflect the leader’s individual style. They can inspire through principles, actions, ideas or even art. If that inspiration causes stakeholders to see the potential greatness of the enterprise, then that will begin an aspirational reputation. The leader may be essential to the effort but is rarely able to do it alone.

institutional inspiration aspirational reputation

Even a cursory study of change management demonstrates the importance of coordinated and consistent efforts to promote change. Since communication and motivation are so important, here are ten steps to help establish institutional inspiration:

  1. CEO presentations to all employees and various stakeholder groups, through video, blog, speech or announcement
  2. CEO discussions with executives to reinforce messages and secure buy-in
  3. Management team presentations to their reports and group meetings
  4. Town hall meetings
  5. Stories in internal publications, video or intranet
  6. Messaging in public speeches, analyst and community meetings
  7. Incorporate messages in web and promotional materials
  8. Consider updating boilerplate, vision and values
  9. Awards and recognition for those who demonstrate the inspirational change
  10. Incorporate in advertising and branding

Comprehensive Aspirational Reputation Program

Reinforcing the message across several channels is important in creating institutional inspiration, which will lead to an aspirational reputation. Furthermore, to resonate with audiences and seem authentic, you should go further than repetition. For instance, appeal to different styles by incorporating several genres into your communication programs. Corporate communications, advertising, and marketing can be important partners in these efforts.

Imagine the president of your company speaking from the heart about your organization’s potential for greatness and then positively reinforcing this with people throughout the enterprise. Now add uplifting theme music such as Classical Gas and people will start associating your positive messages and the uplifting music. Now create visual design and carefully researched slogans that reinforce culturally authentic messaging. The result could be a truly aspirational reputation that makes stakeholders want to be associated with your company.

Contact Us

Phone: +1.833.227.4747

Email: info@corporatecrisisgroup.com

Address: 405 Main Street, Suite 730
Houston, Texas 77002