An established promise needs a tested connection
An established brand promise can support sustainability when customers recognise a meaningful connection, not simply when employees value the idea. Yokogawa Test&Measurement's Precision Making platform already had strong internal recognition: employees called themselves "precision makers." The question was whether precision could extend beyond a technical benefit to address the sustainability challenges its customers were working to solve.
For Yokogawa, 24 stakeholder interviews, a global quantitative survey across four markets, and competitor and desk research tested that connection. Customers wanted a partner with its own clear sustainability vision, and the work found that precision could credibly carry that meaning. The resulting positioning evolved Precision Making around innovation in sustainability, spotlighting the expertise of the people responsible for accurate, repeatable measurements.
The practical test is whether an existing promise connects technical capability with a contribution customers understand and value. Siemens' 2025 account similarly connects its technology-focused corporate purpose with customer decarbonisation, resource efficiency and societal outcomes, supported by an audited sustainability statement. Retain familiar positioning where the connection is substantiated, rather than relying on internal attachment alone.
Sources: Yokogawa: Elevating sustainability – precisely, Research and insights