Welcome to Breaking the Blueprint— a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success.

how to do representation in marketing

Representation matters.

We hear this over and over again. And most people agree.

However, not all representation is created equal, and this is important to recognize, especially to ensure your efforts in including more people in your marketing are received positively rather than being met with frustration and skepticism.

As the number of brands embracing inclusive marketing and prioritizing visual imagery that accurately represents their target audience grows, it becomes crucial for marketers to become well-versed in how to do representation in marketing the right way.

When done right, it demonstrates to underrepresented consumers that you’re committed to them and their communities. When done right, representation in marketing makes the people you serve feel seen, supported, and like they belong with you.

Below are what consumers have shared with me in recent years about what is important for them to see in terms of representation.

But first, to make sure we’re on the same page, let’s talk about why representation in marketing is so important.

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Why Representation in Marketing Matters

The people you serve need to see themselves and who they aspire to be reflected in the visual imagery your brand puts forth.

When they see themselves, it is a permission slip to take the next step forward with you in your customer journey. When they don’t, many consumers receive the message “this isn’t for me” and go off in search of another option that does make them feel like they belong.

The 2021 State of Representation in Marketing study I conducted revealed that 74% of consumers choose to…

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