The world is becoming more culturally diverse as time goes on and there is a need to speak to that in branding and marketing terms. However, many companies make mistakes when attempting to do this, thinking more about demographics than demand. To keep your business successful, you need a company that understands how to appeal to the masses. San Diego graphic design and branding company Lien Design understands how best to reach out to your target audience regardless of cultural background. Read on to find out more about how to show your product in it’s best light.
When marketing, many companies make an assumption regarding who is going to respond to the product and advertising based on culture. For instance, when marketing salsa, many will try to appeal to the Latino community. However, salsa is very popular in many households, more popular than ketchup in fact. Therefore, there are many different cultures that consume salsa and the marketing and branding needs to appeal to the wide variety of ethnic groups that are buying it.
In order to do this, we must refocus the way we are thinking of marketing to different cultural backgrounds. We need to think beyond demographics. We need to change the way we view the products we are thinking of as culturally specific and realize that we need to appeal to a wider audience.
We also have to realize that culture transcends ethnicity. It is a shared passion for a common experience or product that can include food, sports, hobbies and fashion. It is open to a wide variety of people and can be authentic or adopted.
Also, while we understand that culture is a shared experience, where anyone can opt in, it’s not something that should be forced upon others. Most will feel more comfortable adapting to other cultures knowing it’s a choice, not something superimposed upon them.
So, getting back to branding and marketing, where does that leave us? Well, we must market to those who are multi-cultural in demand, not demographics. When thinking of graphic design, marketing and branding, we need to make sure to cast a wide net when focusing on the groups we must appeal to. Thinking about culture in minority majority cities is a good starting place.
In this culturally diverse world, it is important to realize that, just because an item was produced in a certain culture, that doesn’t prevent it from being consumed, utilized and enjoyed in other cultures. Therefore, when considering marketing, branding and graphic design, it’s essential to appeal to the demographic where demand for the product is highest, not necessarily the culture where it was produced. It’s not easy to figure out your target audience and the best way to market to them, which is why you need an expert company like California’s Lien Design to help you with your branding and graphic design needs. Think about your where the demand for your product is and make sure it is being marketed to its fullest advantage.