Build a strong brand with inclusive marketing
We previously wrote about the importance of color, emotion and storytelling in creating a strong brand. But there is another crucial aspect that is becoming increasingly important: inclusivity. The goal of inclusive marketing is to embrace everyone, regardless of background, gender, ethnicity, age, religion, sexual orientation, physical ability or other characteristics. In this blog, Sebastiaan de Ruiter shares his thoughts on the impact of inclusivity in marketing and how it helps you build a strong brand story.
Inclusiveness in all shapes and sizes
Inclusive marketing assumes that the world is a diverse place where no one is excluded. Every self-respecting brand has to do something with that today. But where it can feel rather manufactured at one organization, others truly have inclusivity as their core focus throughout their operations. They embrace diversity not only in external communications and campaigns, but also in the internal structure and corporate culture.
Inclusive marketing in practice
The first brand that comes to mind when I think of inclusive marketing is Dove. For years, they have stopped showing only slim models and instead portray people with different body types in a positive way. HEMA already stopped gender labeling on children's clothing in 2017. Nothing "boy" or "girl," but just "kids. In 2021, HEMA made its beauty department permanently more inclusive, with transgender model Loiza Lamers as the figurehead. But HEMA also supports inclusivity internally. Hey Pride is a body made up of store, distribution center and office colleagues and acts as a sounding board for colleagues when it comes to diversity and inclusivity.
Personal and individual versus embracing everyone
Yet this can also make marketing complex. On the one hand, you want to embrace everyone and exclude no one, but it is equally important in marketing to communicate personally and individually. In my blog on developing a brandvoice, I already wrote about the important role of a buyerpersona. By doing so, you address a specific target group, and almost as a matter of course exclude people, whereas inclusive marketing means that you want to appeal to a diverse group.
No distinction
This is where Digital Asset Management (DAM) comes in. In targeted, personalized communications, you need a lot of content and media that you can deploy quickly. In inclusive marketing, that large amount of content also comes in handy, because appealing to diverse audiences requires diverse content. Whether you are targeting an inclusive audience or a very tightly defined audience, a good DAM system makes no distinction. With a Digital Asset Management system, you are able to manage your content in a well-organized way and provide it with relevant metadata. This allows you to create specific communication as well as to be more inclusive and diverse. With a good content pool at your disposal, you can always find the right content at the right time and for the right audience.
Curious?
Inclusive marketing is the future. It allows you to create valuable connections with your diverse audiences. Wondering how Digital Asset Management can support your inclusive marketing efforts? Then request a no-obligation demo of our Brand Management solutions. Would you like to talk further about the benefits of marketing automation for your organization? Of course, that too is always possible! Give a call to (0)20 820 83 82 or email info@comrads.nl. We would love to get to know you.