Inclusivity wins in branding
When it comes to inclusivity and equitability we often turn to the need for tangible change. We install accessible ramps near entrances, designate areas for postpartum mothers and offer mental health days to our employees. We’re making some significant, and necessary changes in our day-to-day that make this society more inclusive to people of different abilities, races, ages, and genders. However, the demand for change and evolution has no tangible bounds.
In this age of digitalization, the demand for inclusivity extends beyond internal cultural initiatives that offer equal access to opportunity in your workplace. Today, businesses need to bring a dedicated focus to being inclusive in the way they communicate about themselves to the world.It’s time for brands to break through the complacency and start to celebrate the differences of their team members, customers, suppliers, and leaders –across all mediums.
To have an inclusive brand means being clear, transparent, and accessible in your communication. That can come in the form of words, visuals, user experience...the list goes on. If you’re ready to take steps towards building a more inclusive brand, but you’re unsure where to start, we have a few ideas for you:
- Amp up the accessibility of your websiteYour website is arguably the most significant communication tool for your company, and not to mention, it’s probably the last stop for potential employees and customers before they make the decision to join your team or support you. Making sure your website is accessible allows people with different abilities to use your site without any limitations. $6.9 billion, yes billion, is lost to competitors every year by companies that don’t have accessible sites. Ensuring your site is compliant with the Americans with Disabilities Act(ADA) is not only critical to the success and credibility of your company, but also a great start to becoming a more inclusive brand. Check out some website accessibility tips from our CTO, Ken Svoboda.
- Maximize diversity in your media selectionBuilding loyal customer relationships starts with trust –trust that can be earned by having a diverse selection of images and videos to represent different abilities, races, ages, and genders. Studies show that 59% of people say they are more loyal to brands that stand for diversity and inclusion in advertising. Incorporating diversity in the visuals people see when they visit your site, browse your social channels, or see your ad is a necessary step toward modernizing your look and instilling trust in your audience.
- Increase the readability of your messagingYour messaging is the foundation of your brand –it communicates who you are, and what you do. It needs to speak to many different types of people, and it should be inclusive and accessible to all.In crafting readable messaging, it’s important to find balance between technical/industry jargon and fluffy marketing speak. Choose words that are clear, craft content that is honest, and use language that is easily understood by your target audience. By taking a strategic approach to inclusivity in your messaging, you can ensure your audience interprets your brand the way you intend.
Establishing a more inclusive brand isn’t something that’s going to happen overnight, but it’s a journey that your business must embark on now, before your brand gets lost in irrelevance. It’s an ongoing effort to drive change, even in intangible ways. If you’re not sure where to begin, we’d love to hear from you!
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