How to be Inclusive with Your Exclusive Brand

What are the benefits to being inclusive and exclusive when it comes to branding? And how do you welcome new members to your exclusive club?

Most marketers will say you need to find your niche in the marketplace and promote what you do differently in order to stand out. I would. But what happens when that means excluding some portions of the population? Will you get portrayed as the bad guy? It all depends on how you approach it.

What’s the risk of being too inclusive?

First of all, let’s define inclusive and exclusive. Inclusive brands strive to be everything to everyone. Think Microsoft or UPS. The goal of the brand is to relate to anyone and everyone. The problem comes when the features of the product or service become so watered down that no one has any passion for them. It’s hard to cultivate brand advocates when what they think of your product is: “Sure, this adequately meets my needs.”

What’s the risk of being too exclusive?

On the opposite end of the spectrum, exclusive brands cater to one section of the population and do all they can for that group. Think sports teams or luxury brands like Tiffany. You have to commit to a team or achieve a certain level of wealth in order to be in the club. These brands gain loyal followers who are passionate about their products and services. So, what can go wrong? You can run the risk of being seen as snooty or out-of-touch. Fashion can change and you’ll no longer be the “it” brand. Or, you can price yourself out of the available market.

How do you achieve the right balance?

Here are some techniques to make sure you create your niche but avoid marginalizing your brand.

1. Make sure your market is big enough to be sustainable

Do your research to make sure the niche market you want to target is large enough to sustain your business. Typically, you can command a higher price for an exclusive brand, but if there are only a handful of people who want to buy from you, you won’t stay in business long.

2. Create low-risk points of entry

Even Tiffany has a few items in the $100-150 range. While their top-end products can cost tens of thousands of dollars, entry-level customers can buy a locket or a keychain and still get the elegant service and the signature blue box. These customers help continue your brand allure because they feel special by getting a taste of it (and will share that with others). Plus, they may go on to buy those higher-end items as their wealth grows.

3. Take a stand and add emotion to the equation

Taking a stand can galvanize your most loyal followers. In 2025, for Mental Health Awareness Month, L.L. Bean paused all social media activity and encouraged customers to spend time outdoors and prioritize their mental health. It was the fourth consecutive year they took this stance. The emotional impact of this move was key. Forgoing an entire month of social media engagement was a risk, but it clearly showed they cared.

4. Stay in touch with your audience and market trends

There’s nothing wrong with maintaining a classic brand. But when the market shifts dramatically, you may need to shift with it. In the early 2000s, Barbie—once a dominant force—was losing ground to edgier, more diverse competitors. To stay relevant, the brand returned to its core value: inspiring girls. They introduced more inclusive dolls, collaborated with designers and influencers, and expanded Barbie’s presence in gaming, digital platforms, and live events. The 2023 partnership with Greta Gerwig on the Barbie movie was the crowning moment, reigniting interest and attracting a whole new generation of fans. Staying in tune with the world your customers live in is what keeps your brand close to their hearts.

The key to brand building is to find that thing that you do better than anyone else and find the audience who will appreciate it. Then, make sure you are cultivating that audience so you build brand advocates and remain relevant. Welcome them to the club.