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Build a Brand Persona

About the Series

About the Series

Here are 5 things brands should reconsider about LGBTQ-centered marketing based on dedicated primary research and decades of human marketing.

We believe the formula for successful modern LGBTQ-centered marketing is: brands + culture and voice of inclusion + shared-valued strategies.

  • We believe in doing what you say, building rich, meaningful connections with LGBTQ and straight ally audiences. This starts with finding and developing programs that strike on the shared value between brand and consumer.
  • We believe in less bull-horning, and back-patting for strong brand programs, but instead, outreach and inclusion that brings the brands’ DNA into the LGBTQ community in meaningful and impactful ways.
  • We believe in fewer LGBTQ generic corporate sponsorships and more authentic programs that represent honest brands and real commitment to a customer’s total

Creating a human approach to LGBTQ policies can generate attention, but can also be polarizing.

Try:

Speaking from the internal voice of your brand, first.

Not:

Aligning with polarizing celebrity spokespeople who could possibly do more harm than good in the end.

Brands who lean on celebrities or even executive leaders to deliver their inclusivity message miss the opportunity to tell the meaningful brand story and risk polarized and often negative spin on the figurehead.

We recommend:

  • Building a brand persona (not a single individual) that represents the brand’s culture of inclusivity and diversity. Telling this more meaningful story represents the brands’ values and DNA rather than a single thought-leader.
    • Example: Apple gets much attention for Sam Cook as an openly gay executive, but that buzz is intrinsically linked to him personally and often doesn’t represent what’s earnest about Apple’s culture of inclusivity. Whereas, Google generates tremendous conversation and buzz around their unique and creative support campaigns like their google docs rainbow celebration or YouTube creators series.

What the research says

Celebrities fuel topical discussions and garner the most polarized commentary around LGBTQ issues.
(Listening evaluation 2015 Netbase data)

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LGBTQ-centered marketing

Services We Offer

imre helps brands evaluate their programs and strategies and build strong marketing recommendations that bring brand values to life in the LGBTQ communities. We specialize in these two categories:

Total marketing capabilities

Help brands build inclusive programming for mass audiences that strike the important chord of inclusivity, diversity and acceptance while activating straight allies and general population. Our goal is to find the meaningful and shared values that our audiences find relatable, and to authentically build a brand story that speaks their language and tone.

Niche marketing capabilities

Help brands target individual segments of the LGBT population (ex. Transgender or bi-sexual) with resonant, human-focused programming. We also build programs that target the LGBT demographic based on core consistencies and inclusivity insights.

Interested in our LGBTQ services?

Send Marco a note—he can help.

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Build a Brand Persona