No matter how well your branding and marketing work, they can work harder when you decide to make them representative of your target market.
Just ask Nike. In September 2018, the sportwear giant picked Colin Kaepernick as the face of its new ad campaign. Sure, there was a small backlash online, but it was nothing compared with the fact that in the days after the campaign release, Nike earned $6 billion.
You don’t have to hire a super athlete and civil rights activist for your company to be representative in its branding and marketing. Here is how we can help you do it.
A THREE-STEP TRANSFORMATION PROCESS
Get to know your customers and understand your brand story
We will ask you all the questions about your business, marketing and aspirations, get to know your product and target customers up close and personal. This is a full on immersion!
A comprehensive audit of all your marketing for the past six months.
Social media, emails, website, but also printed collaterals, any event you might have held, store signage etc. We’ll also ask for access to any analytics you might have.
We’ll examine and review the lot to see where you might be losing customers and identify which consumers don’t see themselves in your campaigns.
Create an actionable report
Part 1 - review of your existing marketing and branding
Part 2 - immediate as well as longer-term changes, including: ways to improve representation in photography, words to avoid going forward, tips for better digital accessibility and ways to update your brand book.
Part 3 - highlight potential pitfalls and how to avoid them. Including exploitation and cultural appropriation.
WHAT’S NEXT?
Hire us on a retainer
Representation is something to practice every day. We have the marketing expertise to accompany you on your brand journey as you create new, inclusive, multi-channel campaigns - click below to find out more about our services.
Book us for a specific digital marketing project
From social media content to email automation, representation is at the heart of all our digital marketing packages.