Brand Development Framework
Businesses must embrace the authentic voice of the Hispanic Super-Consumer. Our cultural values and immigrant perspective can inform brands and positively impact their growth.
The Hispanic Super-Consumer presents a huge opportunity for business. But selling to them requires a new approach. The Center for Hispanic Leadership offers a new Brand Development Framework that enables the growing influence and purchasing power of the Hispanic consumer to help build and expand brands.
The Brand Development Framework is based on CHL's proven and successful Leadership Development Framework. Under this framework, Hispanic employees flourish with the freedom to innovate. Instead of being forced to assimilate, recognition of their unique immigrant perspective enables them to become thriving business leaders.
In a similar way, the immigrant perspective can help you and your business reach higher levels of success. With CHL's Brand Development Framework as your guide, you can unlock the Hispanic Super-Consumer opportunity in just three steps.
Step 1: Unite the Hispanic Community
CHL advances Hispanic leaders in the workplace by embracing their cultural values as sources of strength rather than barriers to achievement. Assimilation is seen as counterproductive, as it often hides what's best about us, instead of appreciating our differences and developing our inner strengths.
The Brand Development Framework takes the same approach to activate the Hispanic Super-Consumer as a formidable force that can help you build your brand. As you embrace the cultural values of the Hispanic community, give voice to their stories and authentically communicate why their voice matters, you will be breaking the barriers to advancement for both Hispanics and your brand.
Step 2: Empower Hispanic Authenticity
Hispanics more easily ascend to leadership positions in the workplace when we open doors by embracing the unique ways they think and act. Empower leadership skills and earn trust by unleashing the talent inherent in the immigrant perspective, and you can cultivate exciting new business outcomes and innovations.
The same holds true for the Hispanic consumer relationship. An understanding of their authentic selves and behaviors that celebrates their unique immigrant perspective will drive purchasing habits, build trust and foster brand loyalty. CHL's Brand Development Framework focuses on the six unique characteristics that define the immigrant perspective (outlined below), aligning them with your business and showing the Hispanic community that your products and services, their features and benefits, represent them and can enrich their lifestyles.
Step 3: Expand Hispanic Consumer Influence
Encouraging Hispanic professionals to share their authentic voice and identity enables them to expand their sphere of influence and contributions to workplace goals. As they become trusted leaders to the entire workforce, the impact of the immigrant perspective enhances performance throughout the workplace and helps drive business strategies to successful outcomes.
In the same way, encouraging Hispanic consumers to share their authentic voice and identity through your brand messaging and communication platforms empowers their unique identity and builds trust across all consumer group demographics. Brand loyalty will be won by those who display a genuine desire to help advance Hispanic influence in society; who put the immigrant perspective into action through their promotional activities; and who can maximize the relevancy and importance of the six unique characteristics of the immigrant perspective to their brand.
What is the Immigrant Perspective?
There are six characteristics that define the immigrant perspective. We know these characteristics define Hispanic leadership and drive the skills that enable Hispanics to become business leaders. We also know these same behavioral traits will enable Hispanics to influence your brand and drive its growth through their loyalty. They are:
|•||Keep Your Immigrant Perspective|
|•||Employ Your Circular Vision|
|•||Unleash Your Passion|
|•||Live with an Entrepreneurial Spirit|
|•||Work with a Generous Purpose|
|•||Embrace Your Cultural Promise|
|" An understanding of their authentic selves and behaviors that celebrates their unique immigrant perspective will drive purchasing habits, build trust and foster brand loyalty amongst Hispanics"|
|--Annette Prieto, CHL Director of Client Relations|