Driving growth through Inclusive Brand Strategy
For big-hearted brands ready to thrive in today's diverse market.
Shifting demographics and rising social awareness mean traditional brand marketing strategies are no longer sufficient.
Many brands, for many reasons, are struggling to keep up in an increasingly diverse and dynamic market and instead opt for the status quo.
With a limited view of customers, a large segment of the population goes unseen and remains underengaged and excluded.
This isn't just a social issue – it's a business one.
Non-inclusive thinking creates a ceiling on your brand's reach, limiting its potential for growth and impact.
The good news? You don't have to navigate this alone. If you’re ready to grow in a diverse market, we’re here to help.
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)
2023Consumer demand for diverse and inclusive brands is skyrocketing, with a 181% search uplift in consumers searching for ‘diverse brands’ (Brandingmag)
2024Kantar’s Brand Inclusion Index finds that diversity and inclusion influenced purchase decisions among 8 in 10 people worldwide
“Omg, I don’t have time to learn another thing!”
As a small but mighty team with a wealth of experience in Brand and Marketing, we know what it’s like to feel like you’re spinning plates.
We don’t want time to be a barrier to creating the business outcomes that you want or the just world that we all deserve.
OUR SOLUTION
Inclusive Brand Strategy
Our Inclusive Brand Strategy solution is a collaboration between (ide)ate Studio and B-Corp certified brand strategy agency, Collective Objective.
Together, we provide research, training, strategy, and design services to help you spot underserved market opportunities, and create a loveable brand reputation through inclusive accessible communications while having a positive social impact.
Unlike traditional brand and marketing agencies, we combine innovative DEI methodologies with practical brand marketing applications, ensuring successful business outcomes and stronger audience connections.
Phase 1: Discovery & Insights
Discovery Sessions: A 360º deep-dive into who you are, what you do, how you do it, and who you do it for so we can better understand your business, processes and people. This includes a comprehensive Inclusive Brand Audit of your current brand using our proprietary Inclusive Brand Framework to assess DEI-related strengths and opportunities.
Audience Research: Identify underserved, high-potential customer groups and potential needs and wants to include in your Inclusive Brand Strategy.
Phase 2: Development & Design
Audience Strategy: Leveraging insights gathered in the Discovery & Insights phase, we’ll co-create an inclusive audience strategy that leads to more effective and inclusive marketing strategies.
Brand Strategy: Aligning the heart and soul of your business to your business strategy as well as current and future audiences to differentiate yourself against the competition as an inclusive brand.
Brand Framework: Creating a robust Inclusive Brand framework including brand pillars, messaging and proof points.
Brand Design & Communication: Developing an inclusive brand identity and design system that allows you to connect more authentically with diverse audiences through accessible language and look and feel.
Experience Design: Inclusive experience design ensures your products, services and experiences are accessible and enjoyable for users of all abilities and backgrounds.
Phase 3: Implementation & Improvement
Inclusive Brand Guidelines: Guiding internal and external communication including accessibility considerations, key watch-outs and dos and don’ts
Team Capability Building: Workshops, explainer videos and webinars for your team to help sustain and embed learnings and answer questions
Inclusive Brand Strategy is win-win. We’ll show you how.
Hi and welcome!
Hi and welcome!
Lyndal Hamwood, DEI Strategist and Founder (ide)ate Studio
Before (ide)ate, I led Marketing & Product Design at a global DEI consultancy, helping some of the world’s most loved brands craft more inclusive brand reputations through DEI initiatives.
However, I quickly became frustrated at how inaccessible the field of DEI was to small-to-medium-enterprise businesses. This not only limits a brand’s potential but also creates a barrier to reaching the just and equitable world that we all deserve but not all have access to.
I believe businesses and communities can thrive together, and we’re excited to show you how through this joint Inclusive Brand Strategy service.
Dean Hazelgrove, Strategic Creative Director and Founder of Collective Objective
With eighteen years of brand & communication design experience across an eclectic range of industries and sectors, Dean has honed his ability to think strategically and creatively to curate and build unique brand experiences that communicate and connect with real purpose, heart and soul.
In early 2021 he felt compelled to build a collaborative, open and safe environment that invites clients, colleagues and collaborators to bring their collective expertise to the table and so Collective Objective was established.
By working with you, they firmly believe that collectively we can design truly unique and impactful solutions that positively impact the world around us.
Inclusive Brand Case Studies
By gaining a deeper understanding of the total addressable market available, strengths compared to key competitors, and insight into consumer sentiment, the following brands were able to create new, novel and loveable experiences that had a profound impact on brand reputation and bottom-line
We're transforming the brand marketing industry by empowering big-hearted brands with inclusive, measurable, and sustainable strategies for growth.
Testimonials
Are we a good fit?
While we’d love to help everyone, there are some business challenges that our Inclusive Brand Strategy is more suited to help.
If the below is you, let’s chat. If your organisation falls outside of this, send us a message and we can design something more tailored to your needs.
Industry & Role
You are a Business Owner or Brand/Marketer in the consumer brand space.
Size
You are a small-to-medium enterprise with 250 employees or less.
Stage
You have an existing brand that would benefit from a refresh OR, you’re creating one.
FAQs
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There are different variations.
We use our Inclusive Brand Framework that runs across the following key pillars:
Reach
Representation
Accessibility
Social Responsibility
Reputation
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Implementing an Inclusive Brand Strategy brings several tangible benefits, including
increased market reach by engaging with a broader audience,
enhanced brand reputation through a genuine commitment to social responsibility, and
improved customer and employee loyalty by fostering trust and authentic representation.
Additionally, enhancing accessibility and responsiveness ensures that your brand remains relevant and adaptive in a dynamic market, ultimately driving growth and sustainability.
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Our goal is to integrate DEI principles seamlessly, making your brand more inclusive, sustainable and resonant with diverse audiences while preserving its core values and essence.
If you already have a brand, our Inclusive Brand Strategy is designed to build upon and enhance your existing brand equity and identity.
We'll work with you to identify where we can make significant gains in the most efficient way by identifying areas of strength and opportunity within your current brand and ensuring that your brand capital is retained and built upon.