How brand representation helps to attract a diverse group of consumers to a brand
Modern marketing focuses on creating visual images that are close to the target audience. However, there is a risk that narrow groups of consumers are left out of the brand’s reach. For these groups, representation is needed to make them feel wanted by the company. It is about making the company relatable to a diverse cross-section of the target audience.
Representation is crucial in today’s market, where personalisation is king. Customers need to see their emotions, needs, and pains reflected in a brand’s marketing. Only then will they be ready to trust the company? According to research, more than 74% of consumers make a purchase decision when they are close to a brand’s visuals. Many consumers surveyed point to a need for more representation in the company’s advertising. This gives the impression that a particular consumer is not essential to the company.
For example, the fashion industry often ignores plus-size women. Similarly, beauty and fashion magazines tend to feature people with model looks. This approach creates the illusion that there are no women with less-than-perfect skin or figures. It also contributes to the creation of stereotypes, which is detrimental to society’s development as a whole. With this in mind, it is vital to work towards an inclusive brand representation that can reach a diverse consumer base.
Basic representation principles
Company representation most often occurs through visual elements, but this is not the only aspect. All components of a marketing strategy should follow the same principles. Among them:
- Products. They should be equally accessible and helpful to different consumer groups. The company’s range should demonstrate and maintain diversity.
- Content. Marketing materials should reflect the characteristics of the target audience. Every customer should see a piece of themselves in the content.
- People. This aspect involves building representative teams. Having diverse people on the team demonstrates the brand’s attitude of inclusivity.
- Marketing mix. It is vital to ensure that the brand is represented at every touch point between the company and users. It is the brand’s responsibility to demonstrate that it understands and accepts each consumer. It is also crucial that the marketing strategy reflects the company’s commitment to providing an equal level of service to all groups.
It is not just the visuals that are important but also the brand’s intention to promote inclusivity. The brand must make it clear that its actions are aimed at creating equal opportunities for all consumers, regardless of their characteristics. This is what helps a company gain the audience’s trust and build its reputation.
Pay attention to reviews to better understand your audience and their feelings. This is where users can talk about the problems they see in a company’s marketing strategy. The faster a brand acts on feedback, the more loyal the community will be.
