Introduction
Brand motives are a key component of a brand’s success and effectiveness in its activities. This is because these aspects directly appeal to consumers and must align with their values and views. Thus, at this moment, promotion practices towards empowering the First Nations Community (FNC) and Indigenous peoples’ culture are of critical importance. This is because it promotes equality and diversity. Therefore, companies should, through their branding, focus on Indigenous culture and support for the FNC.
Literature Review
First, it is necessary to conduct a literature review of academic and industry sources to better understand concepts such as brand purpose, brand activism, and woke branding. This step will provide an opportunity to identify factors with a greater impact on the outcomes of branding moves, data, and benefits for organizations. The value of conducting this research lies in gaining awareness of the aspects that impact purposeful branding and communication.
Furthermore, it is essential to consider the concept of brand purpose. Cuong (2020) stated that “the importance of branding has been building a strong relationship with customers, and it will have the power to direct the choice of customers and loyalty” (p. 3151). Defining and spreading awareness of a brand’s purpose also provides an essential competitive advantage in the market. Through this, the company can communicate to consumers what is most important to them. In this context, factors such as authenticity become integral. This aspect represents how its values and purpose align with what it offers to the market.
Another vital component is following the brand activism concept. This phenomenon is defined as a “strategy that seeks to influence citizen-consumers by means of campaigns created and sustained by political values” (Manfredi-Sánchez, 2019, p. 343). Thus, one of the problems of this kind, relevant to modern society, is the promotion of equality and diversity. This aspect involves considering Indigenous culture and supporting FNCs, which often receive limited representation in various aspects of society (Bourhis, 2020). By taking an active role in shaping societal conditions and supporting these groups, the brand can increase customer engagement and loyalty.
Woke branding also refers to initiatives undertaken by the company to support the fight against various political and social issues. Mirzaei et al. (2022) emphasized that “62% of customers expect companies to take a stand on social issues, 53% are likely to complain if they are unhappy with the actions, and 17% may never come back” (p. 2). From this information, it follows that, for the company, properly configuring this aspect is critically important to retain customers and increase their engagement. This is also because woke branding significantly impacts factors such as brand sentiment and individual perception of the brand. Thus, aligning with these ideas enhances the organization’s competitiveness and strengthens its relationships with consumers.
Case Study Analysis
Nike
The next aspect is the consideration of companies that incorporate a focus on First Nations and Indigenous peoples’ culture into their branding campaigns. The first example is the well-known global company Nike, which implements numerous initiatives that support these groups of the population. The brand itself states that the “community has shown up and reminded each other of the innate strength and resilience of Indigenous people, and we continue to respect and recognize the contributions we have made” (“Proudly Indigenous,” n.d., para. 1).
This statement shows that the brand’s purpose and image focus on attracting and supporting Indigenous cultures, as evidenced by the N7 by Nike collection. Native American and Aboriginal communities in North America are becoming the primary focus of this initiative. The company developed the collection in partnership with athletes and artists who brought the culture of their people to it.
Nike is an example of how to effectively incorporate the culture of indigenous peoples into the brand and provide ongoing support and assistance to their representatives. In addition to creating the N7 collection, the popular sports brand also established the N7 Foundation, which provides resources to indigenous peoples of North America.
It is stated that “N7 Fund has awarded more than $4 million in grants to 185 communities, schools and nonprofit organizations across the U.S. and Canada, reaching more than 400,000 youth” (“Nike N7 fund,” n.d., para. 3). Thus, this brand motif corresponds to factors such as authenticity, recognizing social problems and following the brand sentiment of consumers.
Ginew
Another example of a company that takes indigenous cultures and FNCs into account and incorporates them is Ginew. This brand is “one of the first-and only- Native-owned denim brands in the world” (“9 native-owned brands,” 2021, para. 6). The main focus of the company is the creation of garments that represent the culture of the native peoples of America and the dissemination of awareness about these communities.
The creators of the brand emphasize that they “aim to connect to a diverse community through our storytelling and to provide opportunities, especially for the Native community” (“The power of purpose,” n.d., para. 4). This clear and understandable resolution of the purpose of the brand helps to increase loyalty and appreciation among consumers.
Comparison
The study of these companies’ examples provided a broader understanding of the factors to be considered when promoting initiatives to support and shape brand image. First of all, a straightforward translation of the purpose of this kind of initiative has a critical role. This is because, in this way, companies can interact directly with consumers and demonstrate the value of indigenous culture and its protection.
In addition, according to woke branding, both organizations raise critical social issues, such as the lack of or low representation of indigenous culture in the industry. For example, Ginew highlighted the importance of broadcasting historical and cultural values through clothing to raise awareness in society (Allaire, 2019). Nike, in turn, also emphasizes the need to promote initiatives to help indigenous peoples in the fight for equality (“With N7, Nike celebrates Indigenous stories,” 2022). Thus, companies pursue authenticity and promote efforts to address social and political problems.
Managerial Recommendations
Firstly, the primary recommendation is to establish a brand purpose that directly conveys the company’s values and goals to its customers. This aspect is essential when empowering the FNC and celebrating their culture, as individuals should be aware of their worth to the company. This aspect contributes to the formation of brand identity, which “is considered an important factor in increasing bonds and engagement, in the same way that people establish links with one another” (Bairrada et al., 2019, p. 33). It is also worth noting that a clear display of brand purpose fosters transparency, which, in particular, strongly affects consumer involvement and loyalty.
The following recommendation is to collaborate with local artists and figures who represent the indigenous community. This recommendation is based on the fact that including these individuals in the development of policies and strategies will provide a comprehensive understanding of the problems faced by these groups within the population. Moreover, this kind of partnership will ensure the introduction of a cultural and traditional component, which will be the most authentic and unique. From the consumer’s perspective, attracting representatives of indigenous communities will garner significant approval and increase interest in the brand.
Of particular importance is paying attention to the political and social issues faced by representatives of the Indigenous and First Nations community. Companies should devote financial resources to conducting the necessary research to identify the most disturbing aspects. After receiving this information, the brand must identify measures that will empower these groups. For example, when faced with the underrepresentation of an indigenous community in the industry, it is necessary to attract as many creators who represent this culture and tradition as possible.
The brand should focus not only on spreading awareness among consumers and society but also among employees. This is because, in the absence of appreciation and knowledge within the company, it is impossible to achieve the desired effectiveness of branding practices in empowering the FNC. Research showed that “possessing cultural knowledge was widely perceived to be ‘best practice’ and necessary for effective cross-cultural communication and service delivery” (Shepherd et al., 2019, p. 9). Therefore, providing knowledge about indigenous cultures, traditions, and people contributes to expanding cultural awareness and encourages engagement and improves the brand.
Conclusion
In conclusion, aspects such as brand purpose, brand activism, and woke branding play an essential role in ensuring a brand’s effectiveness and productivity. This is because, through this concept, there is an improvement in relations with consumers and in the communication of the company’s core values and goals. In this context, the application of these aspects to empower and maintain Indigenous culture and the First Nations community is of critical importance.
Companies like Nike and Ginew are examples of the measures and brand motives that should be implemented to achieve these goals. In addition, several factors determine a company’s success with indigenous peoples, including authenticity, brand sentiment, and openness to consumers. Following these aspects will allow you to create the most productive and efficient company, which will not only gain competitiveness but also spread knowledge and awareness among society.
References
9 native-owned brands & artisans to support this Indigenous peoples’ day. (2021). The good trade.
Allaire, C. (2019). Meet Ginew, an Indigenous-made denim line with a traditional twist. Vogue.
Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23(1), 30-47.
Bourhis, R. Y. (2020). A journey researching prejudice and discrimination. Canadian Psychology/Psychologie canadienne, 61(2), 95.
Cuong, D. T. (2020). The impact of customer satisfaction, brand image on brand love and brand loyalty. Journal of Advanced Research in Dynamical & Control Systems, 12(6), 3151-3159.
Manfredi-Sánchez, J. L. (2019). Brand activism. Communication and Society, 32 (4), 343-359.
Mirzaei, A., Wilkie, D. C., & Siuki, H. (2022). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1-12.
Nike N7 fund. (n.d.). CAF America.
Proudly indigenous. (n.d.). Nike.
Shepherd, S. M., Willis-Esqueda, C., Newton, D., Sivasubramaniam, D., & Paradies, Y. (2019). The challenge of cultural competence in the workplace: perspectives of healthcare providers. BMC Health Services Research, 19(1), 1-11.
The power of purpose. (n.d.). Ginew.
With N7, Nike celebrates Indigenous stories. (2022). I-D.