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How do you create an inclusive brand?

By 11th July 2023News

In today’s world, consumers are more aware than ever of the importance of brands being inclusive. They want to do business with companies that reflect their values and that make them feel welcome and respected. Following on from Pride Month in the UK last month, we have put together some handy tips to create a meaningful and inclusive brand, whether you are creating a new brand from scratch or looking to evolve.

If you want to create an inclusive brand, there are a few things to bear in mind:


    1. Start with your values. What do you believe in? What do you stand for? Once you know your values, you can start to make sure that every facet of your brand reflects them, from the language you use, to the images that appear in your content. It takes time, effort, and careful thought to create a successful inclusive campaign – it’s not just about picking a couple of stock images and ticking a box.
    2. Be authentic. Don’t just try to be inclusive because you see it as ‘the latest trend’. Be authentic in your commitment to inclusivity – hire a diverse workforce, support inclusive causes, and make sure that your brand’s values are reflected in everything you do, not just during an awareness day or month, but every day of the year.
    3. Talk to your customers and ask them what they want from your brand. What do they think about your current level of inclusivity? What would they like to see more of? Listening to your customers will help you to create a brand that they can truly connect with. Better still, include your customers in your marketing journey and highlight their real, unique stories.
    4. Be proactive. Don’t wait for someone to complain about your brand’s lack of inclusivity. Be proactive in identifying and addressing potential issues. Review your marketing materials, your website, and your customer service policies to make sure that they are inclusive.

Here are some of our favourite inclusive campaigns from around the globe:

There are associations that can help you to become inclusive, such as: Creating an inclusive brand is not always easy but is important to highlight what you stand for as an organisation. If you need help nailing your brand values, proposition, and messaging, get in touch with OWB today.