Uncover Growth Opportunities with an Inclusive Brand Audit
Ready to reach new audiences & increase your brand relevance? We’ll show you how.
*Link takes you to a Stripe booking page
In today's diverse marketplace, there is no single “majority consumer.”
Traditional marketing strategies no longer work, and consumers are no longer just buying products—they’re buying into brands that align with their values. If your brand doesn’t reflect the diversity of your audience, you’re leaving revenue on the table and risking long-term irrelevance.
Our Inclusive Brand Audit is the first step to understanding where your brand stands and shows you how to make impactful changes that resonate with today’s market. We dive into your brand’s digital touchpoints to identify missed opportunities, highlight growth opportunities, and give you practical solutions to start building a more inclusive brand—right away.
The marketplace is evolving – are you keeping up?
2015Landmark report finds that inclusive brands are up to 35% more likely to outperform their competitors (McKinsey)
2017 - ONWARDSBody-positive, inclusive challenger brands (such as Aerie and Fenty Beauty) continue to grow and dominate their categories, pushing out their less inclusive competitors.
2019A global survey of +2,000 people finds that 38% of consumers are more likely to trust brands that do well with showing diversity in their ads (Adobe)
2020New research by Centre for Inclusive Design, Adobe and Microsoft finds that inclusively designed products and services can reach 4x the number of intended consumers (Centre for Inclusive Design)
202085% of the Forbes 100 Most Valuable Brands actively communicate about their Diversity, Equity & Inclusion (DEI) efforts (Radley Yeldar)
2021Consumer demand for diverse and inclusive brands is skyrocketing, with a 181% search uplift in consumers searching for ‘diverse brands’ (Brandingmag)
2022High-growth brands are more frequently establishing key performance metrics for DEI objectives than their lower-growth competitors (Deloitte)
“Omg, I don’t have time for this!”
As a small but mighty team with a wealth of experience in Marketing, we know what it’s like to feel like you’re spinning plates, managing everything from lead generation, reputation management, team troubles, and now, inclusive marketing.
We don’t want time to be a barrier to creating the just world that we all deserve. So we’re making it really easy by providing advice that is practical, actionable & aligned to your business goals. Win-win-win!
We’ve worked with…
What We Measure in an Inclusive Brand Audit —
-
Reach refers to the extent to which a brand is engaging with the Total Addressable Market (TAM) available.
Questions we ask to ascertain your brand's Reach through a DEI lens include:
How well does your brand understand the demographics and needs of diverse communities within your Total Addressable Market (TAM)?
Does your brand marketing and advertising target a broad range of demographics?
*TAM is the largest possible market you could address with your product or service. Multiplying this number by the average transaction value represents the revenue opportunity that a company has if it has 100% of the market share and there is no competition.
-
Representation & Authenticity measures the diversity of those portrayed across your brand's communication and storytelling, as well as how authentic and accurate the representation is. Questions we ask to ascertain your brand's Representation & Authenticity through a DEI lens include:
How well is your brand represented by diverse individuals across your marketing materials, including race, ethnicity, gender identity, sexual orientation, age, and ability?
Does your brand storytelling go beyond stereotypes and clichés when portraying diverse characters or situations?
-
Accessibility refers to the extent to which a brand's target audience has access to information about the brand and its products and services. Questions we ask to ascertain your brand's Accessibility through a DEI lens include:
Does your brand offer customer service in different formats and languages?
Are you ensuring compliance with accessibility guidelines and regulations?
-
Social Responsibility refers to the brand's commitment to creating a positive societal impact, including integrating DEI (Diversity, Equity, and Inclusion) themes into its vision and actions. Questions we ask to ascertain your brand's Social Responsibility through a DEI lens include:
Does your brand integrate social responsibility initiatives that address issues relevant to diversity and inclusion into its mission or vision?
Does your brand actively promote diversity, equity, and inclusion within your company culture and practices?
-
Reputation refers to the reputation of a brand (incl. employer brand) from its customers and employees. Questions we ask to ascertain your brand's Reputation through a DEI lens include:
Do you proactively analyse customer feedback across social media and online reviews to identify inclusion-related concerns and opportunities?
Do you actively benchmark your DEI practices against industry best practices and leading companies?
-
Responsiveness refers to the processes and behaviours that enable audience empathy and the ability to adapt in a dynamic market. Questions we ask to ascertain your brand's Responsiveness through a DEI lens include:
Are you aware of the barriers that customers might be experiencing - online and/or offline?
Does your brand actively listen to and analyse feedback across the customer journey from underserved audiences?
What's included in an Inclusive Brand Audit?
Through a blend of demographic, trend and social listening analysis, we’ll help you build an inclusive growth strategy, reach new, underserved markets and develop an authentic brand that resonates with diverse audiences.
For A$449, you receive:
— A pre-audit questionnaire to help us understand your brand’s current position
— A detailed audit of two key digital platforms (e.g. website, Instagram, or LinkedIn) based on our six inclusivity pillars
— Tailored recommendations to engage new, relevant audiences and make impactful improvements
— An accessibility-optimised report and Loom video with clear next steps and actionable insights
— A 30-minute call to discuss the findings and explore growth strategies
BONUSES +++
We’ve also got a BUNCH of resources we’ve created & collected over the years & will share those with you at no cost! They include:
— Accessibility Tools & Checklists
— List of the most common biases we see in Marketing & Go-to-Market strategy design
— A database of 20+ stock & illustration sites
— Database of 20+ high-profile influencers from marginalised communities
OUR PROMISE: 100% RISK-FREE
We’re so confident in our process that we offer a money-back guarantee. If we don’t uncover any areas for improvement, you’ll get your money back—no questions.
Let’s get started. Book your Inclusive Brand Audit today.
*Link takes you to a Stripe booking page
Inclusive Brand Audit Preview
Inclusive Brand Audit cover page
Screenshot of a video frame from a website audit
Brand Inclusion score snapshot covering each of the 6 pillars
An example of Pillar 2 observations, ranging from "Doing well" to "Needs urgent attention"
A recommendations roadmap segmented into "Do Now", "Do Next" & "Best Practice Going Forward"
Inclusive Brand Case Studies featuring Fenty, Tommy Hilfiger & Target.
Inclusive Brand Blueprint
Looking for a More Comprehensive Solution?
We offer a comprehensive Inclusive Brand Blueprint that goes beyond the surface, evaluating both your external brand and internal culture. From product design to marketing strategies and team dynamics, we’ll uncover gaps and guide you toward inclusive, forward-thinking practices that resonate with today’s diverse audiences.
What We Deliver:
Representation Analysis
Assess how well your products, services, and messaging reflect the diverse customers you serve—or aim to serve.Audience Insights
Gain a deeper understanding of your current audience and uncover underserved communities with untapped potential.Marketing Review
Identify gaps in representation, stereotypes, or exclusion within your campaigns and storytelling.Accessibility Check
Ensure your products, communication, and brand experience are accessible to all, including those with disabilities or unique needs.Internal Culture Assessment
Analyse how your internal processes, workforce diversity, and team dynamics align with your inclusivity goals.
This strategic, all-encompassing service is designed for organisations committed to long-term transformation and growth.
Contact us today to learn more about our Inclusive Brand Blueprint and discover what’s possible when brands go beyond the status quo through the lens of inclusion.
We're transforming the brand marketing industry by empowering big-hearted brands with inclusive, measurable & sustainable strategies for growth.
Join us?
Who conducts the audit?
Hi & welcome! I’m Lyndal, Founder of (ide)ate Studio.
Before (ide)ate, I led Marketing & Service Design at a global DEI consultancy, helping some of the world’s most loved brands, identify & engage meaningfully with marginalised demographics.
However, I quickly became frustrated at how inaccessible the field of DEI was for small-to-medium businesses. This not only limits a brand’s potential but also creates a barrier to creating the just and equitable world that we all deserve but not all have access to.
I believe businesses and communities can thrive together, and I’m excited to show you how through our Inclusive Brand Audit.
Testimonials
FAQs
-
Your report will be delivered in an accessibility-optimised format 5 business days from the time you fill out your questionnaire.
-
Great question! In some cases, you might have someone who can manage the recommendations that we put forth at which point, we hand all information over to you to do as you wish.
In other cases, businesses realise the extent to which non-inclusive practices are impacting their business and in those cases, we look at the urgent and important recommendations + how we can support their implementation.
We have a range of engagements types available including: co-design, full ownership or upsklling your team to lead similar type initiatives in future.
-
Once you complete the purchase, we will be in touch via email to share the link to the questionnaire.
Questionnaire must be completed promptly once purchased.
You will have access to ask one round of questions only once your audit has been delivered.
Your report will be delivered in an accessibility-optimised format 1 week from the time you fill out your questionnaire.
-
The audits are conducted by our Founder, Lyndal, who has 15+ years of experience leading Sales, Marketing and Diversity & Inclusion (D&I) strategies across APAC, UAE & USA for clients including Spotify, Adobe, AWS, and Coles.
-
While we think most organisations can take something away from this audit, this version has been designed with the below folks in mind:
Small-medium Business Owners
Social Media Managers
Brand Managers
Marketers and
Go-to-Market Strategists
…within big-hearted brands who are ready to thrive in today's diverse market.
-
Technical support or troubleshooting issues.
Implementation of recommendations.
Ongoing support or feedback (unless you’d like to then, in that case, we’d move to a different project type).
-
Absolutely. We ask for your invoice information in our first email to you, which contains the questionnaire. You can just reply with your info & we’ll get that right across to you.
-
There are different variations. We’ve created and use our own Inclusive Brand Framework as it provides a more holistic view of the points in which inclusion can be hindered or helped. It runs across the following key pillars:
Reach
Representation & Authenticity
Accessibility
Social Responsibility
Reputation
Responsiveness
-
Here are some of the questions that have uncovered some amazing insights:
What demographic trends are being predicted in the short, medium & long term (e.g. aging population, changes in gender-related data collection)?
Are there potential markets or customer segments that are being missed due to current practices?
How much potential revenue is being missed by not catering to a wider audience?
How does your brand/product/service compare to competitors in terms of diverse representation, accessibility and inclusivity? What can you learn from them?
Are there areas where incorporating diverse perspectives could lead to more innovative ideas?
What potential consequences might arise from excluding certain user groups over time?
-
Refunds are not available once the questionnaire is completed and work by our strategy team has begun.
In saying that, we’re so confident in our process that we offer a money-back guarantee. If we don’t uncover any areas for improvement, you’ll get your money back—no questions asked.
Let’s get started. Book a zero-risk Inclusive Brand Audit today.
*Link takes you to a Stripe booking page