In an age where we strive for inclusivity, representation and diversity, it is crucial for brands to also consider these key factors when coming out with new products, key messages and building their tone of voice.
As we read in our week 9 reading, audience members want to see themselves represented within the brand they interact with. This is important for brands to consider this as they should always keep in mind who their target audience is, what their brand is serving to them and how will they use their marketing strategies to gain attention and build a connection.
Photo Credit: OXWEST
In our week 10 class, we have guest speaker Nneka Elliot talk about her journey to becoming a digital content creator and some of the key takeaways she learned throughout her process of finding her brand voice. One thing she said to us that stood out to me was with all the ideas that are floating in the content creation space, it’s important for you to find a niche that resonates with you and make sure you stay true to yourself throughout the process. Audience members look out for authenticity and vulnerability on the part of the creator which is one of the biggest things that make them want to come back to your brand and build trust with it. They also continue to follow the brand because they may feel as if they are being represented through your work and your brand is actually providing them a space to be heard.
As mentioned earlier, you want to make sure that that is one of your target goals as it not only helps build followership but it also helps retain audience support as well.
Let’s look at a quick case study with an example of a brand that did a great job including diversity and inclusivity within its brand and marketing strategy. Nike is a well-known brand that is known for their athletic apparel such as footwear, clothing and sporting equipment. Throughout the years, Nike implemented new faces and new products that resonated with a previously untapped audience market. For example, in recent years they incorporated a Nike Pro Hijab for Muslim female athletes, adaptive activewear for people with disabilities and plus-size athletic wear that promotes body positivity. In the past, Nike was known to serve a specific community which described audience members as predominately male, white, and with an athletic build. However, over the years, especially in their advertisements, they incorporated more people of colour and diverse genders to represent their brand and expanded their products to serve people who are outside of the initial audience market.
Photo Credit: Vector Seek
Not only did this boost sales for them in the long run but it also tapped into a new audience market which grew more followership, which eventually led many people to build more trust with the brand.
This is one example of many, however, this just shows how incorporating diversity and inclusivity in marketing strategies is essential to see your brand grow and expand in the long run.
Written by: Brintha Manoharan
Date: November 20, 2023