Diversity Best Practices: Diversifying Your Brand

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Diversity and Inclusion for Small and Independent Craft Breweries

Diversity and Inclusion Series

Part 4: Diversifying Your Brand

This is the fourth in a five-part series created by the Brewers Association’s Diversity Ambassador, J. Nikol Jackson-Beckham, Ph.D. to help BA members in their efforts when pursuing diversity and inclusion.

The statement that the business of craft beer is about relationships has become cliche, but it’s true. By putting relationships at the center of branding efforts, it’s possible to more accurately characterize the challenges and opportunities associated with building diversity through a brand. From this perspective, it’s easier to understand that an inclusive brand is not just one that reaches many different types of people, but one that is also the foundation of many different types of positive relationships.

In this document, Dr. Jackson-Beckham takes a look at four important aspects of your brand and its role in helping you pursue diversity and inclusion.

  1. Brand Identity – What is your why?
  2. Brand Image – How will you be seen?
  3. Brand Culture – What do you stand for?
  4. Brand Personality – What kind of relationships will you build?