Building Diversity, Equity, &
Inclusion Into Your Brand’s DNA

You’ve committed to DEI (that’s a great start!). Your social team proclaimed Black Lives Matter and Stop Asian Hate. Your cool-looking rainbow logo got tons of likes. “Insert your brand name here” stands against injustice and sees DEI as part of its mission. 

But is it, really?

Do your digital channels serve people with hearing impairments? Does your storytelling position marginalized groups in a dignified way? Follow the money… Are your marketing and communication investments equitable? What about your social media practices? How about that commitment to being antiracist?

Antiracist practices and DEI probably aren’t central to your brand DNA (yet!)

This work is hard.

Do. It. Right.  

Coding Diversity, Equity, and Inclusion Into Your Brands DNA

A Bespoke Approach

360 DEI Brand Audit

 

This is step one.

The 360 DEI Brand Audit begins with an examination of your brand through the lens of antiracism, DEI, and authentic allyship. The holistic approach includes a thorough review of DEI commitments and your brand’s marketing and communications landscape.

Stakeholder Research: Brand Culture Assessment

 

The audit proceeds with a brand culture assessment that looks into power dynamics and ways of work. This phase may include a series of focus groups, stakeholder interviews, and an analysis of equity & inclusion reports, company reviews, and social listening data to better understand potential brand reputation risks, challenges, community sentiment, and opportunities to grow a base of loyal, diverse stakeholders.

Spoiler: an inclusive brand culture that your community feels connected to and trusts is key!

DEI, Brand Marketing, & Digital Analysis

 

An immersion into your brand's digital engagement data and brand marketing practices follows. This phase may cover content production processes, social media and PR strategies, storytelling, community engagement practices, and how your brand shows up in advertising.

Internal norms related to institutional policies and practices are evaluated in the immersion to pinpoint systemic barriers to achieving your mission.

Roadmap to Build DEI into Your Brands DNA & Measure Success

 

Strengths, challenges, and opportunities are synthesized into a clear and compelling roadmap to build DEI into the DNA of your brand. This roadmap may include visual and verbal guidelines, strategic recommendations tied to social media marketing, paid media, community building, and brand risk mitigation.

To ensure your team is prepared to track and measure progress, a tailor-made digital analytics reporting structure can be designed that includes social publishing and tagging recommendations, link-tracking processes, and measurement best practices.

“Not everything that is faced can be changed, but nothing can be changed until it is faced.”

—James Baldwin

Testimonials

  • "Kayla is one-of-a-kind. Visionary. A bold champion of diversity and inclusion in everything she touches. Brimming with big ideas and armed with the know-how to execute on them masterfully every time."

    Sonia Acosta, Content Marketing Lead, U.S. East Marketing, Shopify

  • “A fierce innovator, Kayla creatively develops partner communication and public awareness strategies that deliver social impact, delight partners, and attract funders.”

    Alice Hockenbury, Deputy Chief Strategic Partnerships and New Ventures Officer, Girl Scouts of the USA

  • "Kayla’s diligence, instincts, and insights are among the best of the best. Her handling of sensitive issues and leadership of initiatives that balance social good with business results, position her uniquely to succeed - today and tomorrow!"

    Christine Butler, Vice President Creative & Constituent Engagement at The Leukemia & Lymphoma Society