What’s the best way to execute strategies without sounding tone-deaf and insensitive?

What sets brands apart from each other? The strategy that they adopt to promote their products and services and how they perceive their target audience is what sets them apart. But the one place where many brands tend to go wrong is their tone and the sensitivity they show towards their target audience. Many brands have made certain tone-deaf and insensitive remarks that have not gone down well with people. Brands also have had to face a lot of backlash for the same. 

So, what is the best way for brands to execute strategies without sounding tone-deaf and insensitive? 

• Sympathize with the audiences: If a brand sympathizes with its people, they will start relating more to the brand and its ideologies. People today are facing a lot of insecurities and issues and if a brand addresses and acknowledges this, then they will surely gain the support of the people. 
• Produce relatable content: Relatability is one factor that is driving a lot of brands. If your target audience relates to your ideologies, then it is beneficial for your brand. For instance; Coca-Cola has created a young image in the minds of people, hence a lot of youth today relate to this brand.
• Do not be racist: Racism is a deep-rooted problem all over the world. There have been outrages on many occasions about people being racist. Brands being racist is certainly a tone-deaf move by them. The ‘White is beautiful’ campaign by Nivea was certainly racist and didn’t go down well with the people. 
• Address prevalent issues: Brands need to address current happenings in the world. They just cannot sit back and keep promoting things like they were earlier. For instance; today, we are in the middle of a pandemic and if a brand doesn’t address this issue, it is clearly being insensitive.

If brands follow these simple rules, they will be able to create a unique image for themselves which will benefit them in the long run.