what it is, how to apply it in your company and 5 successful examples – WAU

Institutional Marketing is a type of strategy whose main objective is to convey the best possible image of a company. In this post you will learn what it is, the different types and how to apply Institutional Marketing in your business.

You’ve probably heard the statement from the father of management, Peter Drucker, who says that 60% of an organization’s problems are caused by communication inefficiency. That way, we can understand the reason for so many different marketing strategies.

It is not a new strategy, but the Institutional Marketing still leaves many doubts in managers and directors of small, medium and large companies. If you have difficulties in this matter, this post is for you!

Read on and find out what Institutional Marketing is, how to apply it, in addition to successful cases for you to see in practice how it works!

The definition of Institutional Marketing

THE image that people have of your company it is essential to define whether or not they will buy your product and service. It is exactly the generation of this good impression of the organization that Institutional Marketing aims to.

However, it is extremely important that this strategy is not designed solely and exclusively for customers and future customers. Institutional Marketing aims to transmit a message and a good image to all its stakeholders. That is, the actions must also think about the company’s employees.

In addition to the good image generated by Institutional Marketing actions, she also wants to make the brand be Top of Mind. This means that when your persona thinks about a subject related to your segment, your company will be the first to be remembered.

We can exemplify with the case here at WAU. A large number of people remember WAU when they think of Digital Marketing or Content Marketing.

This happens because we tell, here on the blog, how we do marketing to ourselves. In this way, we transmit to our audience our attributes, behaviors and philosophy.

How to do Institutional Marketing

Easy access to communication has increased competition between companies in the same segment. After all, you are not only competing with organizations in your city or region, but from around the world.

So it’s even more important invest in communication actions to stand out from the competition. But how to do that?

Perhaps, the most valuable tip is to remember that your company’s employees are the first and most important consumers and promoters of what you offer. Therefore, take actions focused on communicating the main attributes not only of your products, but also of the company.

They must know the mission, vision and values ​​of the organization. It may not seem like it, but it relates directly to the way they sell and talk about your company and products

That is, however structured your company is, take a few steps back if your business does not have a mission, vision and values.

These three pillars are fundamental to the success of any company or solution. It is through them that you make important strategic decisions, as they show you where you are going.

As with any marketing strategy, in Institutional Marketing it is also essential to know with whom you want to communicate.

When the audience for a particular action is known, there is a greater chance of effectiveness. Knowing the public makes the choice of media more appropriate, as well as the language to be adapted.

As in Institutional Marketing we are talking to different stakeholders, their actions must be different.

That is, you should not talk to your customer and future customer in the same way that you communicate with your employees. So, don’t forget to segment your actions and communications to get more and better results.

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The different types of Institutional Marketing

For your actions to be more efficient, it is possible to work two different types of Institutional Marketing: endomarketing and employer branding. Keep reading to know the peculiarities of each one of them!


As the name implies, this strategy is about the company’s internal relationship and communication. Its target audience is the organization’s employees.

The goal is transmit news for everyone who works at your company and also open a communication channel so that everyone can make suggestions and resolve doubts.

In addition to engaging employees, making them proud to work there, the endomarketing makes employees its primary and most valuable consumers. So, for sure, they will use and defend their products and solutions in the market.

Employer branding

If your human resources team has a hard time attracting good talent to work for your company, it may be time to bet on employer branding strategy. Plan a series of actions that will make the company recognized as a good employer.

In addition to helping to attract talent, employer branding strategies positively interfere with the perception that your end customer has about your brand.

This is because its employees are primarily responsible for building and improving the results of the operation. Not only will they be more productive because they feel good in the workplace, they will also be your brand’s main advocates.

5 examples of institutional marketing success

For you to better understand how Institutional Marketing works in practice, we selected 5 successful cases. Check out!


Banco Santander ‘s Institutional Marketing campaign is very clear: talk to your audience directly and transparently.

After all, in your market segment, there is the thought that there is a lot of information that is not spoken by banks to their customers. Therefore, for a long time, Santander asked ‘What can we do for you today?’.

After a few years of working with this strategy, the brand went further. Since the beginning of 2019, Santander has brought its flame in its signature with the new question ‘What can our flame do for you today?’.

With each piece and advertising video the end of the sentence changes, according to the situation. It is replaced by boldness, passion, among others, for example.

The change happened to communicate that the bank is very proud of its work to benefit its customers and especially the financial market. The message reflects the boldness the bank has in working in the segment.

Using the flame, Santander wants to reinforce its brand and strengthen the concepts of daring, inspiration and transparency.


To celebrate the brand’s 50th anniversary, Natura developed an Institutional Marketing campaign that reinforces its innovation, care for sustainability and social action.

With the launch of the movement ‘The World is More Beautiful With You’, the brand aims to invite customers and non-customers to be, as well as Natura, transformation agents.

A series of commercials reinforce this social and ecological role of the brand that supports and carries out different social and sustainable actions. In a practical way, the brand launched a series of mini documentaries on its digital platforms on this topic.


In the last decade, Ambev has been gaining prominence with its institutional campaigns. Usually, the company uses different communication channels, online and offline, to reinforce its message.

The most recent one caused public surprise at first. The pieces and films were part of the international traffic safety project, Maio Amarelo. In London, the campaign’s main objective was to raise awareness of the risks of taking the wheel after driving.

Referring to the fact that the human brain understands the words even with the internal letters exchanged, Ambev changed the name of some beers. For example, Brahma became Bhamra and Budweiser became Bwedusier.

ambev exchanges beer labels


Another bank that stands out when it comes to Institutional Marketing is Itaú. After many years working with the message ‘Made for you’, the company has renewed its institutional communication.

In order to bring the public (customers and non-customers) to the focus of the dialogue, Itaú asks ‘What are you looking for?’.

Thus, the bank places itself as a facilitator of dreams, in addition to highlighting its role in today’s society. This concept accompanies all Itaú advertising pieces to inspire customers and potential customers.


As an example of internal marketing, a type of Institutional Marketing as we have seen, we have Toyota. The company has been a reference worldwide for many years when it comes to internal communication and teamwork.

Toyota invests in different actions that reinforce the importance of creativity and engagement of each employee. Among these actions are motivational lectures, adoption of project ideas suggested by employees. In addition to a five-month training process to learn the company’s culture and the entire production process of the cars.

In summary, Institutional Marketing aims to reinforce the company’s mission, vision and values. This should be done not only for the external public and with the purpose of increasing your sales. The growth of your business is a consequence of a good Institutional Marketing strategy.

As we have seen, the company employees are an essential part for these actions to be effective. We can even say that they are the beginning of this gear called Institutional Marketing.

So, it’s time to think even more carefully about the development of these people. Do not waste time and download our free ebook ‘Career Plan: How to establish it in your business’!