Brand-Building and What Diversity Has to Do With It
Let's face it, over the past 30 years or so diversity within the corporate world has become somewhat of a buzz word. Thanks to the tech giants in Silicon Valley this past year and a half, their transparency with diversity (or lack there of), has caused the discussion around the topic to go beyond those diversity experts/supporters and on to the mainstream of business channels.
Companies of all sizes have some aspect of their business that is dedicated to their company's diversity initiative. Diversity & Inclusion plays an increasingly important role as result of a deeper-connected globalized community and shifting demographics. Companies and corporations of all sizes are speaking about having diversity and the idea of diversity in thought, but very few know exactly what that means, how to execute it and how it attributes to company culture and the bottom line.
Understanding diversity and how it impacts the brand is very important. Agreeing that your brand is the D.N.A. (Designed Natural Ability) of your business, made up of the vision and objectives, diversity should be one of these macromolecules within your system.
Within todays business environment, competition is at an all time high. Businesses are fighting for talent, greater market share, and consumers loyalty. Technology and innovation is quickly becoming an even playing filled across many industries and now the only thing that will yield success is peoples belief in a brand.
Organizations seek to attract and retain top talent from a diverse pool; however, long-entrinched bias often times manage to get in the way. The only way to combat these bias is to strategically place systems in place that minimize bias. This can effectively be done through a brand platform that incorporates diversity as a function of the business.
Potential employees judge a company based off of things that they find on the internet. The voice and opinion of people has a greater impact than that of the company recruiter. If from a social standpoint your company does not reflect the diverse markets it serves, it is having a negative impact on the brand potential in the long run.
Beyond attracting top talent, consumers are much more apt to support brands that have a cooperate social value. According to The Nielsen Company's latest sustainability report, 62% of consumers view their brand/company trust as a key purchasing driver. Also 41% of respondents indicated that purchasing from a company committed to their particular community is a key purchase driver. Seeing people that look like you can help build initial trust--- we do it all the time in society. Knowing that a brand genuinely supports your community can also lead to loyalty.
True D&I efforts will resonate throughout the company culture.Companies that actively believe in the importance of diversity will not have to make bold claims on their websites, because their position on the matter will shine throughout all of their touch-points including its employees, strategic partners, vendors, and community involvement.
Embracing diversity is becoming more that a politic correct buzz-word. It is now the reality of ALL companies if they want to continue to see growth in the not so distant future.
At Mellie Blue our mission is to help great brands create great experiences that make people want to be a part of their culture. We approach solutions with three things in top of mind--- diversity, experience and defying the conventional. Culture and diversity starts at the beginning of our process and is not thought of after the fact. We seek to partner and support brands that believe in inclusion and our goal is to help them flourish and achieve new heights, both strategically and creatively.