{"id":3591,"date":"2021-05-12T15:02:22","date_gmt":"2021-05-12T19:02:22","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=3591"},"modified":"2023-12-12T15:14:55","modified_gmt":"2023-12-12T20:14:55","slug":"4d-brand-building-and-dei","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/4d-brand-building-and-dei\/","title":{"rendered":"4D Brand Building and DEI: Nurturing a Brand That Will Last"},"content":{"rendered":"<p><button id=\"listenButton1\" class=\"responsivevoice-button\" type=\"button\" value=\"Play\" title=\"ResponsiveVoice Tap to Start\/Stop Speech\"><span>&#128266; Listen to this article<\/span><\/button>\n        <script>\n            listenButton1.onclick = function(){\n                if(responsiveVoice.isPlaying()){\n                    responsiveVoice.cancel();\n                }else{\n                    responsiveVoice.speak(\"Building a strong brand goes hand in hand with building a strong business. Whatever success you\u2019re seeing in the market, it\u2019s your brand that helps you stand out and stay relevant over time by making a memorable impression on the market and by delivering consistent value. In other words, your brand positioning helps distinguish you from competitors and enables you to effectively communicate who you are, what you do, and why you do it, thereby cultivating long-term loyalty.\u00a0 In order to meet changing market demands and deliver dependable quality, your brand value should be evident at every touchpoint and should integrate diversity, equity, and inclusion (DEI) at the core of your business. Customer expectations have changed.\u00a0 A recent study from Porter Novelli examines business leaders\\' opinions on purpose-driven leadership and how business should engage on both social justice and diversity, equity, and inclusion (DEI) within the context of our rapidly-changing world. The results showed that 73% of executives believe DEI is a moral and business imperative that drives profit. 71% of executives understand that, to be truly purpose-driven, a company must be willing to take risks to address social justice issues. Yet, 43% leaders cite the number of stakeholders all wanting different things as their primary reason for not taking action.\u00a0 While this view is all too common, the reality is that consumers expect the brands and organizations they support to speak out and take a stand on societal issues. In fact, 70% of consumers say it\u2019s important for brands to take a stand on social and political issues, up from 66% in 2017. This disconnect between consumers\u2019 and business leaders\u2019 expectations for corporate social responsibility presents an opportunity for companies to lead, or risk falling behind.\u00a0 In truth, these changes started long before 2020\u2019s global pandemic and social justice reckoning although, certainly, these life-altering events have accelerated market changes that were already occurring. Businesses and organizations that anticipated shifts in market behavior, consumer attitudes, desires, and needs have benefited from deeper relationships that span the entire value chain, and those that didn\u2019t are clearly faltering.\u00a0 Still, many organizations are hesitant to take action or to speak up on societal issues because they don\u2019t know how to do the work, are afraid of making a mistake, or simply do not think it is important to their success. Some organizations have responded to this gap by jumping too quickly to a solution -- like posting a statement of support on social media without doing the internal work first. This is a recipe for trouble that often backfires. In short, it seems the events of 2020 have worked to separate acts of performity from authenticity.\u00a0 With that context in mind, how should business leaders position their brands for long-term impact?\u00a0 Building a brand that is resilient and well-positioned to create future growth opportunities requires an inside-out approach to brand development and positioning. This inside-out approach could also be termed as 4D brand building -- multidimensional brand development that focuses simultaneously on four key dimensions that flow outward from your corporate brand. They are: employer, community, innovation, and customer brand, or ECIC. Yet, thinking about brands this way is counterintuitive for most leaders and their organizations as, traditionally, brand positioning begins and ends with a focus on the customer.\u00a0 How do ECIC branding and DEI tie together? The modern market is proving that, in order to build an internally- and externally-consistent ECIC brand, DEI must be woven into the core of your business and expressed in each of these four dimensions. In other words, a focus on equity for employees, for the community, in innovation, and in your target market, will help your organization to move from compliance-based diversity programs to an allyship-based diversity strategy. Let\u2019s unpack the brand elements in more detail. Figure 1 - ECIC Brand Growth Elements Employer Brand Your employer brand communicates your employee value proposition, both to potential and to existing employees. To cultivate their employer brands, many organizations spend extra time carefully curating their Glassdoor and LinkedIn profiles to create a particular impression of what it is like to work inside their organization. This is an important area of emphasis, but it\u2019s also critical to remember that your employer brand must be connected to authentic employee experiences.\u00a0 Your employer brand isn\u2019t what the leadership team says or what HR wants to be true. It\u2019s what candidates, new hires, and long-tenured employees believe and communicate about your business. Organizations that are able to do this well think about their employer brand as an extension of their vision and values, and that includes diversity, equity, and inclusion. Incorporating a diversity of voices and viewpoints into the talent management process is critical to success; in fact, companies that do it well have a 50% lower cost of hiring and 28% reduction in turnover. One good example of how to do this well? Netflix. Community Brand Your community brand communicates your value proposition in the areas where your future and existing employees live, play, or work. This dimension of your brand demonstrates the value that an organization is going to provide beyond improving the tax basis of the surrounding municipality. How will your business improve people\u2019s lives, improve the environment, and contribute to its communities? By understanding the communities they serve, providing necessary resources for development, and working to be a good community citizen, organizations can build strong communities and community brands. There are many organizations that spend a great deal of effort integrating themselves into new locations as they expand or relocate. One example is Toyota Financial Services, which exemplifies the value of a strong community brand by investing in underserved youth, nonprofit organizations, and a multitude of partnerships with locally-based community-improvement organizations. Many businesses also commit to skill-building and leadership development opportunities for all employees, especially those from diverse backgrounds. IBM\u2019s New Collar program is another terrific example.\u00a0 Innovation Brand Innovation is typically viewed through a technology lens, but your innovation brand is much more broad than how or what you create technologically. It applies to all industries, services, products, and sectors. Your innovation brand shows your ability to pivot, reinvent, and adapt to changing circumstances, always with an eye to improving the future. Wondering how DEI ties to innovation branding? Study after study has shown that diversity of thought and experience leads to greater innovation and better problem solving by encouraging more and better discourse during the decision-making process.\u00a0 There are many things brands can do to include more diverse people in the innovation process. For instance, you can expand your board of advisors, or create partnerships with companies led by founders from underrepresented communities. Internally, work to create a culture where the best idea wins, and where everyone is encouraged to contribute to the conversation.\u00a0 In the tech sector and entrepreneur community specifically, there is much work to be done to incorporate diverse founders, employees, and companies, but what we are learning is that an early focus on DEI -- especially within companies that are not yet diverse -- may be the key to unlocking venture capital and private equity for emerging companies.\u00a0 One good example of a strong innovation brand built around DEI is the retail chain Target. Target has long been committed to helping Black-owned businesses build their capacity to scale, and they recently announced a $2B commitment to work with Black companies. This is an important part of Target\u2019s overall business strategy, and the fact that this announcement was made by Target\u2019s EVP and Chief Growth Officer Christina Hennington signals loudly that working with Black founders is an important element of Target\u2019s innovation brand. Customer Brand You may be surprised to see customer brand mentioned last, but that\u2019s because it has so often been front-and-center in the marketing and brand-building conversation. Traditionally, this is where most organizations put the lion\u2019s share of their time and energy, and rightly so. The goal of a strong customer brand is to occupy a unique space in the minds of your customers, in order to meet specific consumer needs or desires.\u00a0 In terms of DEI, a diversity-focused customer brand offers a huge opportunity to expand your market. A diverse team of employees can help you build accurate insights into your diverse customers, externally, as you seek to better represent the customers and communities you serve. Inclusive marketing that features diverse people will also help you build your customer brand. To learn more, look at Gap\u2019s Color Proud Council: a strong example of how to leverage diverse identities and perspectives for a stronger, more sustainable customer brand.\u00a0 Integrate DEI into your ECIC brand development\u00a0 Some organizations, like Coinbase and Basecamp, see social justice as a non-business issue and have made public statements that show they will not entertain employee dialogue on societal topics or participate in discussions on social equity. Of course, these organizations have the right to reject these \u201coff-topic\u201d dialogues, but doing so will take a permanent toll on their employer, community, innovation, and customer brands by signaling a uni-dimensional business whose primary interest is not corporate social responsibility but profit and efficiency alone.\u00a0 How do we know that consumers and job seekers care about DEI and want brands to speak out on social issues? We follow the data, from Adobe, from McKinsey, from Edelman, and many more. In fact, when reviewing the most valuable brands of 2020, it\u2019s clear that those which have experienced the most growth also had strong ECIC brands. They\u2019ve worked to set themselves apart from each 4D angle: employer, community, innovation, and customer.\u00a0 The core of this new brand focus is that DEI is no longer on the periphery but is central to sustainable success. Yet DEI -- and advancing equity so that employees can feel safe as their full, authentic selves to contribute their best at work and in their communities -- is certainly not an easy task, and if mismanaged, it can easily overwhelm.\u00a0 What it requires is sustained, thoughtful, intentional effort. While there is still much work to be done on this front, it helps to see these strong examples of organizations that are embracing the notion of four-dimensional ECIC branding to nurture and develop diverse talent, diverse communities, and diverse perspectives.\", \"US English Male\");\n                }\n            };\n        <\/script>\n    <br \/>\n<span style=\"font-weight: 400;\">Building a strong brand goes hand in hand with building a strong business. Whatever success you\u2019re seeing in the market, it\u2019s your brand that helps you stand out and stay relevant over time by making a memorable impression on the market and by delivering consistent value. In other words, your brand positioning helps distinguish you from competitors and enables you to effectively communicate who you are, what you do, and why you do it, thereby cultivating long-term loyalty.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">In order to meet changing market demands and deliver dependable quality, your brand value should be evident at every touchpoint and should integrate diversity, equity, and inclusion (DEI) at the core of your business.<\/span><\/i><\/p>\n<h3><b>Customer expectations have changed.\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/73-percent-of-business-executives-agree-companies-have-more-responsibility-than-ever-before-to-take-stands-on-social-justice-issues-according-to-research-by-porter-novella-301133383.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">recent study from Porter Novelli<\/span><\/a><span style=\"font-weight: 400;\"> examines business leaders&#8217; opinions on purpose-driven leadership and how business should engage on both social justice and diversity, equity, and inclusion (DEI) within the context of our rapidly-changing world. The results showed that 73% of executives believe DEI is a moral <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">business imperative that drives profit. 71% of executives understand that, to be truly purpose-driven, a company must be willing to take risks to address social justice issues. Yet, 43% leaders cite the number of stakeholders all wanting different things as their primary reason for not taking action.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8876 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png\" alt=\"TDM Library: your one-stop-shop for update, expert DEI Resources. Explore the platform with a free trial. Click here to learn more.\" width=\"1024\" height=\"341\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/341;\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">While this view is all too common, the reality is that consumers expect the brands and organizations they support to speak out and take a stand on societal issues. In fact, <\/span><a href=\"https:\/\/sproutsocial.com\/insights\/data\/brands-creating-change\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">70% of consumers say it\u2019s important for brands to take a stand on social and political issues<\/span><\/a><span style=\"font-weight: 400;\">, up from 66% in 2017. This disconnect between consumers\u2019 and business leaders\u2019 expectations for corporate social responsibility presents an opportunity for companies to lead, or risk falling behind.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In truth, these changes started long before 2020\u2019s global pandemic and social justice reckoning although, certainly, these life-altering events have accelerated market changes that were already occurring. Businesses and organizations that anticipated shifts in market behavior, consumer attitudes, desires, and needs have benefited from deeper relationships that span the entire value chain, and those that didn\u2019t are clearly faltering.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Still, many organizations are hesitant to take action or to speak up on societal issues because they don\u2019t know how to do the work, are afraid of making a mistake, or simply do not think it is important to their success. <\/span><a href=\"https:\/\/cmr.berkeley.edu\/2020\/10\/de-marketing-social-causes\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Some organizations have responded to this gap by jumping too quickly to a solution<\/span><\/a><span style=\"font-weight: 400;\"> &#8212; like posting a statement of support on social media without doing the internal work first. This is a recipe for trouble that often backfires. In short, it seems the events of 2020 have worked to separate acts of performity from authenticity.\u00a0<\/span><\/p>\n<h3><b>With that context in mind, how should business leaders position their brands for long-term impact?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Building a brand that is resilient and well-positioned to create future growth opportunities requires an inside-out approach to brand development and positioning. This inside-out approach could also be termed as 4D brand building &#8212; multidimensional brand development that focuses simultaneously on four key dimensions that flow outward from your corporate brand. They are: employer, community, innovation, and customer brand, or ECIC.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet, thinking about brands this way is counterintuitive for most leaders and their organizations as, traditionally, brand positioning begins and ends with a focus on the customer.\u00a0<\/span><\/p>\n<h3><b>How do ECIC branding and DEI tie together?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The modern market is proving that, in order to build an internally- and externally-consistent ECIC brand, DEI must be woven into the core of your business and expressed in each of these four dimensions. In other words, a focus on equity for employees, for the community, in innovation, and in your target market, will help your organization to move from compliance-based diversity programs to an allyship-based diversity strategy. Let\u2019s unpack the brand elements in more detail.<\/span><\/p>\n<h6><em><span style=\"font-weight: 400;\">Figure 1 &#8211; ECIC Brand Growth Elements<\/span><\/em><\/h6>\n<p><img decoding=\"async\" class=\"alignleft size-medium wp-image-3594 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-12-at-12.26.52-PM-300x235.png\" alt=\"ECIC Brand Growth Elements chart\" width=\"300\" height=\"235\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-12-at-12.26.52-PM-300x235.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-12-at-12.26.52-PM-600x470.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-12-at-12.26.52-PM-768x601.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2021\/05\/Screen-Shot-2021-05-12-at-12.26.52-PM.png 838w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/235;\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3><b>Employer Brand<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Your employer brand communicates your employee value proposition, both to potential and to existing employees. To cultivate their employer brands, many organizations spend extra time carefully curating their Glassdoor and LinkedIn profiles to create a particular impression of what it is like to work inside their organization. This is an important area of emphasis, but it\u2019s also critical to remember that your employer brand must be connected to authentic employee experiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your <\/span><a href=\"https:\/\/business.linkedin.com\/talent-solutions\/blog\/2011\/12\/whats-the-value-of-your-employment-brand\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">employer brand<\/span><\/a><span style=\"font-weight: 400;\"> isn\u2019t what the leadership team says or what HR wants to be true. It\u2019s what candidates, new hires, and long-tenured employees believe and communicate about your business. Organizations that are able to do this well think about their employer brand as an extension of their vision and values, and that includes diversity, equity, and inclusion. Incorporating a diversity of voices and viewpoints into the talent management process is critical to success; in fact, companies that do it well have a 50% lower cost of hiring and 28% reduction in turnover. One good example of how to do this well? <\/span><a href=\"https:\/\/business.linkedin.com\/talent-solutions\/blog\/employer-brand\/2020\/how-netflix-adjusted-its-employer-branding\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Netflix<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>Community Brand<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Your community brand communicates your value proposition in the areas where your future and existing employees live, play, or work. This dimension of your brand demonstrates the value that an organization is going to provide beyond improving the tax basis of the surrounding municipality. How will your business improve people\u2019s lives, improve the environment, and contribute to its communities? By understanding the communities they serve, providing necessary resources for development, and working to be a good community citizen, organizations can build strong communities and <\/span><a href=\"https:\/\/everfi.com\/blog\/community-engagement\/how-diversity-equity-inclusion-should-inform-your-community-engagement-efforts\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">community brands<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many organizations that spend a great deal of effort integrating themselves into new locations as they expand or relocate. One example is <\/span><a href=\"https:\/\/pressroom.toyota.com\/toyota-financial-services-tfs-named-one-of-the-most-community-minded-companies-in-the-nation-2\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Toyota Financial Services<\/span><\/a><span style=\"font-weight: 400;\">, which exemplifies the value of a strong community brand by investing in underserved youth, nonprofit organizations, and a multitude of partnerships with locally-based community-improvement organizations. Many businesses also commit to <\/span><a href=\"https:\/\/blog.uweci.org\/corporate-citizenship-and-retaining-employees\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">skill-building and leadership development opportunities<\/span><\/a><span style=\"font-weight: 400;\"> for all employees, especially those from diverse backgrounds. <\/span><a href=\"https:\/\/www.ibm.com\/training\/newcollar\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">IBM\u2019s New Collar program<\/span><\/a><span style=\"font-weight: 400;\"> is another terrific example.\u00a0<\/span><\/p>\n<h3><b>Innovation Brand<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Innovation is typically viewed through a technology lens, but your innovation brand is much more broad than how or what you create technologically. It applies to all industries, services, products, and sectors. Your innovation brand shows your ability to pivot, reinvent, and adapt to changing circumstances, always with an eye to improving the future. Wondering how DEI ties to innovation branding? Study after study has shown that <\/span><a href=\"https:\/\/images.forbes.com\/forbesinsights\/StudyPDFs\/Innovation_Through_Diversity.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">diversity of thought and experience leads to greater innovation<\/span><\/a><span style=\"font-weight: 400;\"> and better problem solving by encouraging more and better discourse during the decision-making process.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many things brands can do to include more diverse people in the innovation process. For instance, you can expand your board of advisors, or create partnerships with companies led by founders from underrepresented communities. Internally, work to create a culture where the best idea wins, and where everyone is encouraged to contribute to the conversation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the tech sector and entrepreneur community specifically, there is much work to be done to incorporate diverse founders, employees, and companies, but what we are learning is that an early focus on DEI &#8212; especially within companies that are not yet diverse &#8212; may be the key to <\/span><a href=\"https:\/\/thediversitymovement.com\/dei-venture-capital-private-equity-whitepaper\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">unlocking venture capital and private equity<\/span><\/a><span style=\"font-weight: 400;\"> for emerging companies.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One good example of a strong innovation brand built around DEI is the retail chain Target. <\/span><a href=\"https:\/\/www.cnbc.com\/2021\/04\/07\/target-to-spend-2-billion-with-black-owned-businesses-by-2025.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Target<\/span><\/a><span style=\"font-weight: 400;\"> has long been committed to helping Black-owned businesses build their capacity to scale, and they recently announced a $2B commitment to work with Black companies. This is an important part of Target\u2019s overall business strategy, and the fact that this announcement was made by Target\u2019s EVP and Chief Growth Officer Christina Hennington signals loudly that working with Black founders is an important element of Target\u2019s innovation brand.<\/span><\/p>\n<h3><b>Customer Brand<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You may be surprised to see customer brand mentioned last, but that\u2019s because it has so often been front-and-center in the marketing and brand-building conversation. Traditionally, this is where most organizations put the lion\u2019s share of their time and energy, and rightly so. The goal of a strong customer brand is to occupy a unique space in the minds of your customers, in order to meet specific consumer needs or desires.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In terms of DEI, a diversity-focused customer brand offers a huge opportunity to expand your market. A diverse team of employees can help you build accurate insights into your diverse customers, externally, as you seek to better represent the customers and communities you serve. Inclusive marketing that features diverse people will also help you build your customer brand. To learn more, look at <\/span><a href=\"https:\/\/bananarepublic.us\/2020\/01\/21\/br-qa-bahja-johnson\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Gap\u2019s Color Proud Council<\/span><\/a><span style=\"font-weight: 400;\">: a strong example of how to leverage diverse identities and perspectives for a stronger, more sustainable customer brand.\u00a0<\/span><\/p>\n<h3><b>Integrate DEI into your ECIC brand development\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Some organizations, like <\/span><a href=\"https:\/\/www.nytimes.com\/2020\/09\/29\/business\/dealbook\/coinbase-social-activism.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Coinbase<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.wsj.com\/articles\/a-tech-company-tried-to-limit-what-employees-talk-about-at-work-it-didnt-go-well-11619967600\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Basecamp<\/span><\/a><span style=\"font-weight: 400;\">, see social justice as a non-business issue and have made public statements that show they will not entertain employee dialogue on societal topics or participate in discussions on social equity. Of course, these organizations have the right to reject these \u201coff-topic\u201d dialogues, but doing so will take a permanent toll on their employer, community, innovation, and customer brands by signaling a uni-dimensional business whose primary interest is not corporate social responsibility but profit and efficiency alone.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How do we know that consumers and job seekers care about DEI and want brands to speak out on social issues? We follow the data, from <\/span><a href=\"https:\/\/blog.adobe.com\/en\/publish\/2019\/06\/04\/despite-25-years-of-advertising-growth-diversity-remains-a-challenge.html#gs.014hbl\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Adobe<\/span><\/a><span style=\"font-weight: 400;\">, from <\/span><a href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/diversity-wins-how-inclusion-matters#\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">McKinsey<\/span><\/a><span style=\"font-weight: 400;\">, from <\/span><a href=\"https:\/\/www.edelman.com\/trust\/2021-trust-barometer\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Edelman<\/span><\/a><span style=\"font-weight: 400;\">, and many more. In fact, when reviewing the <\/span><a href=\"https:\/\/www.forbes.com\/the-worlds-most-valuable-brands\/#5083bf05119c\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">most valuable brands of 2020<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s clear that those which have experienced the most growth also had strong ECIC brands. They\u2019ve worked to set themselves apart from each 4D angle: employer, community, innovation, and customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The core of this new brand focus is that DEI is no longer on the periphery but is central to sustainable success. Yet DEI &#8212; and advancing equity so that employees can feel safe as their full, authentic selves to contribute their best at work and in their communities &#8212; is certainly not an easy task, and if mismanaged, it can easily overwhelm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What it requires is sustained, thoughtful, intentional effort. While there is still much work to be done on this front, it helps to see these strong examples of organizations that are embracing the notion of four-dimensional ECIC branding to nurture and develop diverse talent, diverse communities, and diverse perspectives.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8041 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png\" alt=\"Display ad for TDM Library. Text says &quot;Find more content like this in TDM Library. Start my free trial&quot;\" width=\"1024\" height=\"85\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/85;\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Building a strong brand goes hand in hand with building a strong business. Whatever success you\u2019re seeing in the market, it\u2019s your brand that helps you stand out and stay15<\/p>\n","protected":false},"author":2,"featured_media":3595,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57,5],"tags":[],"tdm_type":[92],"class_list":["post-3591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inclusive-marketing-sales","category-blogs","tdm_type-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4D Brand Building and DEI: Nurturing a Brand That Will Last - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"In order to meet changing market demands and deliver dependable quality, your brand value should be evident at every touchpoint and should integrate diversity, equity, and inclusion 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