How can you ensure that your brand identity and positioning strategy is inclusive?

Companies may provide products or services but great brands know they create lasting value by connecting meaningfully with likeminded consumers across a set of shared values. Define your company’s core values and put them front and center in everything you do. In this way, you become open to anyone, but not for everyone.

Before you get all tangled up in trying to please everyone and everybody with everything and become a bland reflection of nothing, decide very quickly, who you are, what your represent,what you have to offer,why and how its different or needed. Then be clear on your purpose of being relevant. Like a toolbox...you dont need everything in there just the the right things to do the job perfectly and the talent to get the most out of them. For those quick to whip me or shoot me down, remember this is an opinion based on my journery of learning and successes. Keep everything simple, be honest and clear. Your brand will resonate,many will become your champion because they see how your messging of purpose value and relevance includes theirs.

Ensure that the brand name and identity are not offensive to other cultures and work in other languages so that you can take your brand global. Your brand attributes can be niche and yet inclusive.

Embrace diversity as a strategic imperative. Diversity and inclusion should not be an afterthought or a box-ticking exercise but a core strategic imperative for your brand. Embed inclusivity into the DNA of your brand, making it an integral part of your decision-making processes, resource allocation, and performance metrics. Cultivate a culture of belonging. Create an environment where everyone feels valued, respected, and empowered to bring their authentic selves to the table. Foster a sense of belonging by actively listening to diverse voices, encouraging open dialogue, and celebrating the unique perspectives and experiences of individuals from all walks of life.

Creating an inclusive brand demands deliberate efforts and a pledge to DEI principles. Key strategies include: 1. Understand your audience deeply to ensure resonance across diverse backgrounds. Incorporate diverse imagery to broaden appeal and enhance relatability. 2. Use inclusive language that's respectful and culturally sensitive. 3. Focus on accessibility in design for wider comprehension. 4. Commit to DEI education, stay open to feedback, and evolve strategies based on new insights. These steps help your brand stand out with respect and inclusivity at its core.

Es vital que tu marca haga sentido con los valores de tu audiencia, que esté alineada la identidad de marca con sus creencias, sentidos, emociones... en una palabra que conecte...puede tener la imagen corporativa más bonita del mundo pero si tu público no entiende lo que les quieres transmitir empezando por lo esencial quién eres... No funciona. La investigación y el testing es el mejor aliado.

Don't get too stuck on your brand identity and positioning. It's good for a great start but overtime we all need to evolve. Our consumers evolve and because of this our brand needs to evolve with them. Sometimes what works on paper doesn't really reflect real life real people. Be open and be flexible but be firm on what your brand stand for.

Do you know why you love your wife or husband? The one key to love is the fact this person knows how to lift you up or motivate you when you are down. We are not all the same, some need nurturing when we are down and others need a "kick in the pants". The idea of getting to know the target is to provide extra added value, beyond the product, so much so that they love you for it. Example, when Nike tells the story of how Ronaldo had a rough upbringing and he just kept focusing on his talent until he was successful, this helps low income kids see a path to success. These kids love Nike for it because it helps them solve a pain point they have and then gives them a nudge, Just do it!

Após estabelecer com clareza o propósito e os valores fundamentais da sua marca, é essencial conduzir uma pesquisa abrangente sobre o público-alvo e suas necessidades. Compreender quem s?o eles, suas características demográficas, psicográficas e comportamentais é fundamental. Além disso, identificar seus desafios, objetivos e aspira??es, bem como suas origens culturais, preferências e expectativas, proporciona uma vis?o holística e empática do público. Ao compreender como o público percebe a marca e o setor, é possível direcionar as a??es de forma mais eficaz, promovendo uma conex?o autêntica e significativa com os consumidores.

Don’t Rely on “Mesearch” Marketing Rule #1: Know your customer Marketing Rule #2: You are not your customer No matter how empathetic you may be don’t fool yourself into thinking that you can read the mind of those you’re trying to reach. Do the research. Trust the research, not your gut. And for Heaven’s sake, don’t rely on kitchen table research from your spouse, your child, your dog… whomever and whatever. It always help to gather thoughts and opinions from all around, but never use yourself as a focus group

I’m going to be a contrarian here. Your brand is just that - yours. Stakeholders should include your team, advisors, and influencers. However, your research should be thorough enough that your client/potential customer voice is understood. The concept of “co-creating” your brand with the community is a recipe for disaster. The very best designs are created by small teams or individuals who do their homework, know their audience, and understand the problem the companies product or service is trying to solve. Examples include: -Apple (Ronald Wayne) -IBM (Paul Rand) -I??NY (Milton Glaser) -Starbuck’s (Terry Heckler) -FedEx (Lindor Leader) Design by committee is fraught with challenges, and rarely leads to optimal outcomes.

Getting buy-in from all stakeholders ensures that everyone sings from the same hymn sheet. People believe in what you are doing as they have helped to develop it. build a culture where feedback is welcomed and people feel safe to give it honestly.

To me, co-creating is a great way to learn about all the relevant audiences for a brand. Being inclusive means including everyone's authentic connection point to the brand. Instead of passive learning, talk with them, see them, be with them (actually or digitally). Each is unique. So the way they will engage with the brand, the way they will interpret the brand position is equally unique. When you know how they authentically act/react, the creative strategy and the creative itself will be more effective. Quick end point: remember that with campaigns today, if the creative isn't connecting with an audience or audience segment, change it. Right away. Digital/social content can be adapted or edited almost imediately to stay on point.

None of Us is as Smart as All of Us The lone wolf may still have its moments, but these days, you have to learn to work together. Collaborate. Co-create. Crowdsource. And whether you’re standing alone or standing together with those who share your particular point of view, knowing how to get people together and ask the right questions is often half the battle in getting to the right answers. Not necessarily your answers. So, when others confront you with proof that doesn’t support your point of view, the real question is: Are you willing to change your mind?

é importante ressaltar que a cocria??o com o público e as partes interessadas deve ser feita de forma genuína e inclusiva. Certifique-se de incluir uma ampla gama de vozes e perspectivas, especialmente aquelas que s?o frequentemente sub-representadas. Isso pode envolver a realiza??o de sess?es de brainstorming inclusivas, a cria??o de grupos de discuss?o diversificados e o uso de plataformas online para coletar feedback de forma acessível a todos. Ao fazer isso, você n?o apenas garante que sua identidade de marca seja autêntica e relevante, mas também fortalece os la?os comunitários e promove uma cultura de inclus?o e pertencimento.

Uma dica legal é, importancia de estar atento à sensibilidade cultural e contextos sociais específicos ao adaptar sua identidade de marca e estratégia de posicionamento. Isso inclui entender as nuances culturais, valores e normas sociais em diferentes regi?es geográficas ou grupos demográficos. Ao demonstrar sensibilidade cultural e adaptabilidade, você pode evitar mal-entendidos, evitar ofensas e construir conex?es mais autênticas e significativas com seu público diversificado.

Para lograr esto se requiere desarrollar el pensamiento crítico. Esta es una de las competencias más importantes y que cada vez las van a demandar más, porque es un trabajo diario, requieres de mucha capacidad de entender la información que recibes, saber interpretar a, evaluar si es fidedigna o no, analizarla sin juicios, reforzar e investigar, de corroborar la información que es importante y discernir para la toma de decisiones, entender las audienncias siempre es escencial y conocer todo lo que las rodea

When in Rome, do as the Romans do. This saying doesn't mean to lose yourself completely in order to try to win over people. Rather it means to be respectful of the beliefs and values of others. Stay true to your brand always but don't trample on the sensibilities of others.

Adapting requires a flexible approach to the diversity of the audience and the specific characteristics of each communication channel. I also feel it depends on the strategies you are following and which communication channel is the right platform for that. Suppose, you have an achievement to showcase to your fellow entrepreneurs, your competitors, and manager level people, then this particular audience is on LinkedIn. Curate your content accordingly. When it comes to attracting blue-collar people, I've found that Instagram and Snapchat are the best platforms. It's a matter of tries and tests, depending on the industry.

One way I can tell when the new positioning is working is when people say I love (BRAND NAME). If you go to YouTube right now and look at old Adidas ads, you will see positive comments such as "this marketing department deserves a raise" or "I love this ad". Many see this as positive but it's not. It's akin to telling a doctor how you love the joke he told. It's doesn't help you love your doctors medical skills, you now just think he is funny as well. These types of comments do not increase brand equity. Now, go look at Nike commercials, I bet you will find many I Love Nike comments. This gives you brand equity and most likely with your target market. Become meaningful, the rest are just vanity metrics.

adicione métricas de inclus?o e diversidade em seus indicadores de desempenho. Além das métricas tradicionais de reconhecimento de marca e lealdade do cliente, inclua também métricas que avaliem o impacto de sua identidade de marca e estratégia de posicionamento na promo??o da diversidade, inclus?o e equidade. Isso pode envolver a medi??o da representatividade em suas campanhas de marketing, a diversidade em sua equipe de funcionários e parceiros comerciais, ou até mesmo o feedback específico sobre como sua marca está sendo percebida por grupos diversos. Ao fazer isso, você demonstra um compromisso tangível com a inclus?o e a diversidade, além de poder identificar áreas de melhoria mais precisamente.

Enhance inclusiveness by hiring a team with diverse backgrounds, spiritual practices and expertise. Even better if they are from an industry adjacent or outside of yours. Being cross trained, from different cultures, yet aligning on values creates an environment where limited viewpoints are challenged and naturally inclusive ideas bubble up!!

Inclusiveness has become quite important in today's world. It has even turned into a priority for brands that want to do "their share". And even though a brand can not be inclusive with everybody at the same time because it can water down messaging, it might be able to have communication that allows people to "widen their lens". I would guess that brands need to know from the start what kind of cause they are championing and how that relates to them culturally and business-wise. People need to know and feel those efforts are sincere and they are not only jumping on the bandwagon. If you do have a clear goal in mind, you should pursue communication that has a clear call to action and is told or built around specific milestones.

Be a Window, Not a Mirror The Hispanic community. The Black community. The Asian community. The LGBTQIA community. Name a community. All are proud of their roots, but they are even more excited for the future. So, if you’re in a position to help tell someone’s story, show that you know them beyond cliches and stereotypes. Show that you’ve worked to really know their whole story. Don’t just hold up a mirror of where a group once stood, or even where they stand now. Instead, tap into their dreams and aspirations. Help show the way into the future. That’s where you’ll find what motivates and inspires people. Not just where people have been but where they’re going.

One of the most obvious yet undervalued ways to assure your brand identity is inclusive is through your VISUAL identity. Showcase underrepresented communities through your brand photography and/or illustrations, placing these visuals at the forefront of your brand collateral (e.g., sales deck title slide, website home page hero, front visual of a brand flyer or white paper). In this small way, you're clearly communicating your inclusion intentions to your audience, making these underrepresented communities the hero of your brand.

El desarrollo de la creatividad, sin duda, está en la mente abierta, aquella que no le da miedo imaginar posibles escenarios, estrategias, soluciones y no tiene miedo a ejecutar, y si se equivoca lo vuelve intentar hasta lograrlo