Updated: Aug 10, 2020
An inclusive brand image delivers many benefits for your business. It helps to communicate brand elements around beliefs, through messaging, visual and other communication strategies. It helps to showcase your corporate and business identity, by highlighting diversity and inclusion.
Brand positioning is important to every business, but how many REALLY consider the diversity and inclusiveness of their brand? Developing a diverse and inclusive brand proposition is one of the most important facets of business branding.
Inclusion helps to showcase your brand, and therefore your products and services to potential consumers. It helps to attract a wider audience from across different communities.
When engaging in marketing activities, how do you include diversity and inclusion? Is it an integral part of your marketing strategy? If not, your business is missing out on engagement with communities that potentially hold the key to better marketability.
By promoting your brand in an inclusive way, your business will benefit from a more varied audience which increases your brand visibility.
Every business that wants to grow and capitalize on changes in customer and market conditions, must consider building diversity and inclusion into the heart of marketing strategy.
Increasing Visibility with Diversity and Inclusion
Increasing visibility across local, regional and even global locations, supports growth and increased market share. This can be achieved by ensuring that your brand proposition is researched and targeted in the right ways.
This will include not only showcasing the makeup of your staff teams, and any diversity and inclusion initiatives, but also the makeup of your target audience.
How do you produce content that supports diversity and inclusion? For starters, it’s more than just imagery!
Pictures on your website and promotional material are fine... but they are just the start!
A cautionary note here is that by trying to promote diversity and inclusion through your brand proposition when it doesn't actually exist, has the potential to backfire on you!
Diversity and inclusion is an important brand element. It's not just a marketing tool! Developing rhetoric around inclusion when your brand does not actively embed diverse and inclusive practice to support employees and customers, will inevitably cost your brand in many ways.
For example, your ability to enhance, and vary your staff teams will be stagnant and your customer base will not significantly attract people from varied communities in order to promote your brand within those communities. All this leads to a potential business loss and stagnation of your business.
For more information about embedding diversity and inclusion into your business, visit the Kenroi Consulting, diversity consultancy homepage.
Inclusive Content is a Winner
Developing inclusive and engaging marketing content, that resonates with a diverse audience, helps to align them to your brand. Now, you may think that all your potential customers are the same, but that couldn’t be further from the truth.
Inclusive brand propositions affect the way that customers and clients connect with your brand. When it comes to inclusion, it is important to understand that no two consumers are alike.
Customer needs, including their cultural and social needs, vary significantly. They all have different desires and aspirations and that is where inclusion comes in.
By developing an understanding of what your potential customers want, and aligning your brand to their needs, your business is better placed to i