Brand Colors: A Beginner's Guide to Racial Equity and Authentic Branding

BRAND COLORS A BEGINNER'S GUIDE TO RACIAL EQUITY AND AUTHENTIC BRANDING

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Table of Contents Click to Navigate!

Introduction

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Speaking the Same Language

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What Does the Data Say about Race and Branding?

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How Does DE&I Look Externally? The Three E’s

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How Does DE&I Look Internally? The Three I’s

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Conclusion

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Sources

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Table of Contents

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Introduction In the past year, issues surrounding racial equity have come to the forefront across the world. After thoughtful reflection, we decided that we needed to join the conversation on racial equity in the workplace from a marketing and branding perspective. Through our work with clients, we have found that organizations know that racial equity is important to their brand experience. They know it’s a vital part of reaching their audience. Our clients know the “what” of racial equity, but they are still missing the “how.” That’s why we are sharing our insight. Many organizations aspire to make racial equity a clear and present component of their brands, but they don’t know how to make the transition from who they are to who they want to be.

Now you may be wondering, “what does racial equity in the workplace have to do with marketing and branding?” Just hear us out—it’s bigger than HR. Speaking of HR, please take a moment to read the following disclaimer: This is NOT a human resources manual for addressing diversity. This is a guide to creating brand alignment by setting a positive culture around race relations at every level of leadership in your organization.

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Introduction

Speaking the Same Language Branding: More Than a Logo Often, branding is focused on the visual identity of an individual or organization. However, a logo, color palette, website, or social media merely scratches the surface of how branding is defined. Branding is a positive or negative memorable experience based on the people, processes, and performance of that individual or organization. Brand alignment is the continuity of that brand experience that is heavily dependent upon the organization or person's ability to implement their core values at all levels. In essence, branding is what you see, hear, touch, smell, taste, and—perhaps most importantly—what you feel. It is a sensory experience that determines how an organization is perceived.

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DE&I: Similar but Not the Same Words like “diversity,” “inclusion,” “equality,” and “equity” are often tossed around, with everyone having a varied perspective on what they mean. To help you navigate through this guide, here are our baseline definitions.

Equity Recognizing historic, structural, and systemic barriers that impact people based on race/equity, gender, etc—and offsetting those barriers to ensure fair distribution of opportunity and power in each setting.

Inclusion Equal treatment and equal social acceptance of individuals who may vary demographically.

Diversity Statistically significant presence of individuals who vary in race or ethnicity, age, gender, sexual orientation, religion, and disability status.

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Speaking the Same Language

What Does the Data Say about Race and Branding?

01. Experts predict that by 2044, groups that were considered “minorities” in the US will altogether make up the majority population.¹ 02. Multicultural consumers make up almost 40% of the U.S. population, but multicultural media spending is only 5.2% of total ad and marketing spending.² 03. Diverse companies are 70% more likely to capture new markets.³ Overall, this data suggests that your company’s future success will be deeply rooted in understanding how to effectively and genuinely diversify your branding.

U.S. Population Share by Ethnicity in 2018

U.S. Advertising & Marketing Revenue Share by Ethnicity in 2018

Asian American - 5.8%

Asian American - 0.14%

African American - 13.4%

African American - 1.44%

Hispanic American - 18.1%

Hispanic American - 3.59%

All Others - 62.7%

All Others - 94.83%

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Race and Branding

How Does DE&I Impact Your Brand Externally? The Three E’s If you want your organization to reflect the values of DE&I from a public relations perspective, it’s important to follow these important steps to socially progressive branding:

Elevate Diversity Through Visual Mediums Representation matters! Research on the subject revealed that 62% of consumers feel like a brand’s diversity (or lack thereof) has a direct impact on how they perceive its products and services.4 Ignoring diversity in advertising tells consumers that your company can’t be bothered to think outside of what it knows, which could harm your brand because: • 4 in 10 consumers are more likely to trust brands with diverse advertising.5 • 64% of consumers are likely to take some sort of action after seeing an ad they considered to be diverse or inclusive.6 Bottom line: There are real financial consequences to ignoring diversity and much to gain when putting it at the forefront.

TRY THIS: Work with diverse suppliers that specialize in capturing people of color.

The Three E's

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Employ Your Brand Ambassadors No, we’re not saying you should hire influencers as full-time staff. Nevertheless, your full-time staff should naturally champion diversity as a part of your brand based on its demographic makeup. A diverse talent corps is crucial because it provides the wide range of voices and perspectives needed to create a culture of racial equity. Besides, there are several advantages to having a diverse team: • • • • •

Faster innovation Fewer blind spots Increased brand value Better decision making Improved brand reputation

The best part is that a diverse and inclusive team is a direct act of dismantling racism. As people spend time with others who differ from themselves, fear and the stereotypes and biases that result are steadily debunked.

TRY THIS: Connect with HBCUs and other multicultural organizations that serve students who are entering the workforce.

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The Three E's

Establish Brand Perception through Corporate Social Responsibility While it’s important to make sure stakeholders know that your organization values diversity, you run the risk of your brand being perceived as disingenuous to both internal and external stakeholders if there’s no tangible action. It’s reported that 35% of employees are reconsidering their current job because their company is not doing enough to address social justice issues externally. This is where corporate social responsibility (CSR) comes into play.

CSR = the idea that organizations should use their money, power, and influence for good, particularly when it comes to social or ethical matters.

Even more pointedly, they should contribute to the well-being of the communities from whom they benefit from in an authentic way. When organizations fail to do this, they can leave those communities with a sense of exploitation—especially those who have been historically disenfranchised (i.e. women, minorities, etc.)

Something as simple as partnering with a food bank or scheduling opportunities for employees to volunteer their time can expose individuals to other cultures and help forge a stronger bond between organizations, their employees, their customers, and their surrounding communities, therefore authenticating your brand’s perception amongst the public.

TRY THIS: Put employee resource groups in the driver’s seat of open-choice donor and volunteer efforts.8

The Three E's

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How Does DE&I Impact Your Brand Internally? The Three I’s Congratulations! You’ve already taken the first step by reading this e-book. We’re going to let you in on a secret: anyone can create a culture of racial equity. You don’t have to be the CEO, or Chief Diversity Officer, or the boss. You just have to be willing to be aware and proactive. We discussed how DE&I impacts a brand externally, but before you can even focus on the impact, successful branding starts in break rooms, email threads, and all the other places within the organization that the public can’t see.

Here are the three “I’s” of creating internal brand alignment around an anti-racist culture:

Integrate Humanity in Your Guiding Principles Brand archetypes and traits are built on culture and a culture of racial equity starts with being proactive.

Don’t wait until a major incident occurs; set the foundation early. By simply setting a standard upfront through internal brand messaging, traits, and vocabulary, organizations can deter some racially charged incidents from initially happening. Even when those incidents do happen, it’s easier to recognize and address them. Why? Because those incidents will be so incongruent with the brand that they will stand out drastically. When an organization makes its stance clear immediately, it helps to create greater awareness among stakeholders. But it doesn’t stop there. Front-line employees can contribute to this culture by intentionally expanding their interactions and being direct in championing DE&I. TRY THIS: For Management • Use an inclusive brand voice and messaging in every part of your organization.

• Identify how your organization's values support racial equity.

• Develop clear policies and onboarding programs to communicate those standards.

• Reinforce D, E, and I by infusing touches of culture in the work environment and experience.

TRY THIS: For Front-line Staff • Resist bystander effect by sharing your discomfort when you witness bias.

• Engage in activities that break your personal and social norms.

• Find ways to utilize diverse cultural elements in your work.

• Make an extra effort to be inclusive in social engagement with coworkers.

• Be vocal in support of racial equity initiatives.

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The Three I's

Identify Innovative Ways to Start Conversations Around Racial & Cultural Sensitivity Sometimes racial equity conversations can be a non-starter because people are unaware of their need, are uncomfortable having the conversations or, are unsure if such conversations are allowed based on the company’s brand position. When those conversations don’t happen, people get stuck in their own ideological silos. When you add on the human brain’s natural propensity to process quickly and confirm our biases, getting everyone on the same page about the workplace experience can be tougher than it sounds. Small but frequent organic conversations about current events relating to race and culture are helpful to move the needle, and shows internal stakeholders that the entire company–from founder to intern–is invested in breaking down bias, is a statement that has impact. A large part of aligning your organization’s brand direction is putting effort into showing that this is a definitive characteristic of your organization. Here are a few things you can do: • Consider bringing in a qualified professional to address bias and level set with all employees who will be leading and working closely with racial equity initiatives in company sponsored workshops or conferences.

• Use collaboration to create team-building activities that incorporate the various cultural backgrounds of your team members.

• Practice makes perfect: use the team building activities you have created in diverse groups, such as team huddles, to help break down the cognitive habits that cause biases and stereotypes.

If you are not in a leadership position and you have limited control over initiatives, share ideas for how your team can engage in experiences to help make clear that elements of the company’s brand are rooted in furthering cultural exposure.

TRY THIS: Break norms in small ways, like ordering ethnic cuisine for a team lunch or bring on a firm that specializes in people strategy and events. They will help you achieve an experience on a larger scale that creates space for healthy conversations around racial equity which in turn, strengthens the bond between team members and ultimately strengthens the brand.

The Three I's

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Indulge in Authenticity with a Brand Audit We know that your organization may not have all the pieces in place, but it’s ok; we all start somewhere.

If this is indeed the case, it’s important to take honest inventory of your brand’s track record on racial equity. Additionally, acknowledgement of the current record among the team is important. Taking the time to conduct a brand audit and share the findings will create a sense of authenticity, as opposed to announcing changes or a “new direction” after a major racial incident occurs in the public or within the organization.

But why?

A brand audit shows a brand’s willingness to self-critique and hold itself to the same standards as the people who represent it. It also gives clarity and direction to rebranding efforts that focus on racial equity. From there, it’s easier for everyone who is invested in the organization to be onboard with the new, authentic direction.

TRY THIS: Many firms can conduct a brand audit and a rebrand, but it’s important to be selective in your search. In your search, try to partner with a firm that is always keeping your goal of being more diverse and inclusive at the forefront. Look for marketing firms that specialize in multicultural communications and can help you better connect with all your stakeholders. These steps will not only help find a partner who is aligned with your organization's goal, but it will underscore the genuineness of the brand audit.

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The Three I's

Conclusion There are many benefits to championing diversity, equity, and inclusion in the workplace. We know that 43% of companies that have diverse boards noticed higher profit margins. Imagine what the benefits could be if all levels of the company were diverse.9 Bringing balance and harmony between external image and internal composition not only makes your marketing and diversity initiatives more authentic but also creates space for a more thoughtful approach to work. When people feel seen and validated, they feel safe to explore different ideas which can lead to the abandonment of groupthink and expanding innovation. Making big strides in enacting racial equity both internally and externally makes a huge statement to current employees, future employees, and consumers of the brand—it says that racial equity is not a trend or a small detail that is put into effect and ran smoothly overnight. It’s a culture and mindset that influences and impacts everyone for good.

Want to learn more about how your organization can include diversity, equity, and inclusion in its brand?

Reach out to TeamABCD today! abcdandcompany.com teamabcd@abcdandcompany.com @abcdandcompany

About ABCD & Company — From Impossible to Conceivable to Tangible Our singular focus is cultivating relationships that touch lives and create a better world. That’s why we turn every interaction into a stunning experience that leads to trust. Marketing and events is what we do; a team of inspiring leaders is who we are. By leveraging technology, crossfunctional teams, and a national network of 200+ suppliers we transform how organizations connect and communicate with their internal and external stakeholders. Our core service offerings are branding, digital and creative services, events and meeting planning, people strategy, and communications and engagement.

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Conclusion

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4 - Miller, L. (2021). The Time for Diversity in Advertising Is Now. Entrepreneur. https://www. entrepreneur.com/article/364376 5 - Marketing Charts. (2019). Consumers Say That Diversity in Advertising Has An Impact on Them. https://www.marketingcharts.com/advertising-trends/creative-and-formats-109905 6 - Zalis, S. (2019). Inclusive Ads Are Affecting Consumer Behavior, According to New Research.

Think with Google. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/ diversity-and-inclusion/thought-leadership-marketing-diversity-inclusion/ 7 - Statistics every cause marketer should know - cause marketing statistics. (2021). https:// engageforgood.com/guides/statistics-every-cause-marketer-should-know/ 8 - Total Quality Logistics, Paycor, 84.51 Degrees. (2017). The Logistics of Corporate Giving: Six Proven Strategies to Strengthen Millennial and Gen Z Engagement. TQL Cares. https://www.tql.com/getmedia/ df3e189a-8169-46c8-8b0f-c6d0b0d01144/TQL-LogisticsOfCorporateGiving.pdf.aspx 9 - Hunt, V., Prince, S., Dixon-Fyle, S., & Yee, L. (2018, January). Delivering through Diversity (Rep.).

Retrieved https://www.mckinsey.com/~/media/mckinsey/business%20functions/organization/our%20 insights/delivering%20through%20diversity/delivering-through-diversity_full-report.ashx

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