Why Accessibility Needs to Be Part of Your Branding Strategy

Let’s talk about something that often gets overlooked when it comes to branding: accessibility. Sure, we all know it’s important to have an inclusive brand, but how many of us really think about making sure our brand names, product categories, and even the way we organise our stores are accessible to everyone—including people who are neurodivergent? If this sounds new to you, don’t worry, we’ve got you covered!

First off, what do we mean by neurodivergent? We’re talking about people who are dyslexic, dysgraphic, or dyscalculic— people who may navigate the world a little differently than you do. These differences affect how people process information, whether that’s reading, writing, or understanding numbers. And if your brand isn’t thinking about how to make things easier for these individuals, you could be unintentionally creating barriers.

The good news? There are some straightforward ways to make your brand more accessible to everyone. Let’s dive into a few ways you can make sure your branding works for all your customers.

Why Branding Accessibility Matters

Branding isn’t just about flashy logos or catchy taglines (though those are fun). It’s about how people interact with your company—from the names you use to the way you present your products and services. For neurodivergent people, even something as simple as a product name could be confusing or hard to remember if it’s too long, too complex, or just plain hard to read.

Here’s why accessible branding should be on your radar:

· Readability: Are your brand names easy to read? Think about someone with dyslexia—long, complicated words might cause unnecessary frustration.

· Ease of Recall: If your product names are too complex or difficult to pronounce, people with dyslexia or memory issues might struggle to remember them.

· Consistency: Neurodivergent users benefit from predictability. If your naming conventions are all over the place, it can get confusing fast.

· Cognitive Load: Let’s keep it simple. The more mental energy it takes to figure out your branding, the harder it will be for neurodivergent users to engage.

What We Can Learn from Global Standards

If you’re thinking, “OK, this all sounds great, but how do I know I’m doing it right?” there are already some awesome standards out there to help guide you beyond the ADA. For example, in the U.S., there’s the Web Content Accessibility Guidelines (WCAG) 2.1, covering a wide range of recommendations for making Web content more accessible, as well as a range of local building standards depending on your state.

And if your brand operates internationally, you’ll want to consider global guidelines too. Whether it’s aligning with accessibility standards in different countries or using international resources like the UK Association for Accessible Formats (UKAAF), there’s no shortage of support to help you make sure your brand is accessible everywhere.

Small Changes Make a Big Impact

At the end of the day, accessible branding isn’t just about doing what’s right (though that’s important)—it’s about making your brand as welcoming and easy to engage with as possible. By taking steps to consider neurodivergent accessibility in your branding, you’re not only enhancing the user experience but also showing that your brand cares about everyone’s needs.

So, whether it’s simplifying your naming conventions, making your product categories easier to navigate, or making sure your fonts are legible, these small changes can have a considerable impact on how people interact with your brand. And trust us, your customers will notice.

Ready to make your brand more inclusive? We’re here to help! Get in touch, and let’s talk about how we can make your branding work for everyone.