Why Every Brand Needs to Embrace British Sign Language (BSL)

Inclusivity and accessibility are more than just buzzwords – they’re essential components of a successful brand strategy.??

As businesses seek to reach broader and more diverse audiences, British Sign Language (BSL) is emerging as a critical tool in fostering inclusive communication.?

?It’s time for brands to embrace BSL and ensure that they are not just talking to their audience, but genuinely connecting with everyone. ? ?

The Growing Importance of Accessibility?

Accessibility has become a top priority in many industries, but too often it is narrowly focused on physical spaces or web accessibility features like alt-text or screen readers.??

While these are undoubtedly crucial, brands often overlook other aspects of accessibility.??

In the UK alone, there are around 151,000 BSL users, including approximately 87,000 Deaf individuals. That’s a significant audience that brands cannot ignore.?

If your content, advertising or events are not accessible to Deaf or hard-of-hearing individuals, you’re essentially cutting off a group of potential customers, partners and advocates.

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How BSL Strengthens Brand Reputation?

Brands that prioritise inclusivity by incorporating BSL into their communication strategies send a clear message: everyone matters.??

Here’s why this is beneficial:?

1. Fostering Trust and Loyalty? When a brand demonstrates its commitment to accessibility, it shows that it cares about the needs of all its customers. This fosters trust and can build long-term loyalty among both Deaf customers and their allies, who often value companies that champion inclusivity.?
2. Increasing Brand Reach? By incorporating BSL, brands tap into a community that is often overlooked. More inclusive messaging means a broader audience, which can translate into greater brand visibility and higher customer engagement.?
3. Enhancing Corporate Social Responsibility (CSR)? By supporting BSL, brands actively promote equal access and contribute to a more inclusive society. This, in turn, reflects positively on their CSR efforts.?
4. Boosting Engagement Through Accessible Content? Video content is one of the most effective ways to engage with audiences online. But without BSL interpretation and subtitles, much of this content remains inaccessible to Deaf individuals. Adding sign language interpreters or creating BSL-specific content ensures that your message is understood by everyone. Additionally, you may want to consider subtitling your visual content.??

Practical Ways to Incorporate BSL into Your Brand?

Embracing BSL doesn’t have to be complicated. Here are some practical steps brands can take to integrate British Sign Language into their communication strategies:?

• Include BSL Interpreters in Video Content? When producing video content whether it’s for social media, a broadcast advertisement or internal communications consider adding a BSL interpreter. This simple addition can make a big difference in ensuring your message reaches a wider audience.?

• Host BSL-Friendly Events? Make your events, whether in-person or virtual, accessible by offering BSL interpreters. From conferences and product launches to training sessions, this inclusion can help create a more welcoming environment.?

• BSL on Your Website? Consider adding BSL video translations to key sections of your website, such as the “About Us” page or customer support sections.?

• Train Your Team? Offering basic BSL training to customer-facing employees can enhance their ability to communicate with Deaf customers. Even simple greetings in BSL can go a long way in making customers feel valued and included.? ?

The Future of Brand Accessibility?

As the world becomes more aware of the importance of inclusion, brands that lag behind in their accessibility efforts risk being perceived as outdated or out of touch.??

Embracing British Sign Language is not just about reaching more customers; it’s about leading by example and championing a more inclusive society.?

?Forward-thinking brands that prioritise accessibility today will undoubtedly see the benefits in the years to come.? ?

Final Thoughts?

Brands that make accessibility a priority are better positioned to connect with their audiences, build loyalty, and foster a positive brand reputation. It’s time for every brand to embrace BSL and take a meaningful step toward inclusive communication.?

Contact us today for a free accessibility consultation.??