Let me make something clear, to succeed in today’s oversaturated market your brand has to offer something of value to customers and it has to differentiate itself from competitors. To achieve this, your brand has to create genuine connections with all customers. The marketplace is a melting pot of customers from different cultures with unique traditions and ideologies. In response to this, branding is transforming itself to become more inclusive because all of these customers from different backgrounds want to see themselves in that brand. Regardless if you operate a brick a mortar store or an online business, I want to challenge your brand to become more relevant to a broader audience by updating your branding strategy.
Consumers are demanding authenticity, credibility and inclusivity from brands because these are issues that matter to them. Make no mistake, consumers pay close attention to the steps, or lack of there of, that your brand is taking to genuinely serve everyone regardless of race, ethnic background, gender, age, or sexual orientation. Consumers can tell if your brand’s efforts are authentic or a pure gimmick in the hope of attracting attention. Additionally, consumers are demanding that brands start pushing boundaries in the market to become the change we want to see happen.
The challenge for brands starts with understanding how to properly appeal to this broader audience, while remaining credible. The thing to remember is that inclusivity doesn’t happen overnight. Inclusivity is a concept that has to evolve over time, as it starts at the core of your brand. This is the only way your message will resonate with customers, who want to feel enabled to fit within your brand. I suggest that your brand builds and adheres to a long-term inclusivity strategy and that inclusivity becomes part of your brand’s core values.
It is not just about advertising your products with people from different races or cultural backgrounds, displaying the Pride flag in your website or store during Pride month, or even showcasing two handsome, white men kissing in your advertising campaigns. Inclusivity is about wanting to be part of these communities at a deeper level and creating safe spaces for your customers in which they can be their true selves. In essence, if you plan to become an inclusive brand, you have to do your research. Become an inclusive brand, which respects the integrity and dignity of everyone.
The good news is that more brands are staring to join the inclusivity conversation and are getting better at embracing diversity. Just remember, the path to inclusivity will vary from brand to brand, but the ultimate goal should be to have a clear brand strategy that builds trust and personal relationships with all of your customers.
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