Why Representation Matters in Business and How You Can Lead the Change
Have you ever wondered why some brands feel like they “get” you, while others miss the mark completely? What is it that makes a business feel truly authentic and aligned with your values? The answer often lies in one simple but powerful concept: representation.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.
For creative entrepreneurs in the African diaspora, embracing your unique cultural identity in your business could be the key to success. But how do you do that? And why does it matter more than ever in today’s global marketplace?
What is Brand Representation
See brand representation as how your brand comes to life in the eyes of the public. You can think of it as a persona—brimming with unique traits, core values, and compelling stories that deeply connect with your audience.
It goes far beyond logos and slogans; it’s about shaping a powerful, consistent image that stays with consumers, influencing their perceptions and emotions at every touchpoint.
In business, representation is a powerful tool. It helps in shaping how brands connect with their audiences, cultivate loyalty, and ultimately succeed.
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For African entrepreneurs and creative professionals, who have long been underrepresented in mainstream media and business, the time has come to take control of the narrative.
The world is ready for your story, your unique, authentic, cultural narrative that reflects who you are and what you stand for. This is where the power of content marketing meets the imperative of diverse representation.
When you can speak directly to your audience through stories that resonate with their identity and experiences, you create a bond that goes beyond a transaction—it’s a movement.
In this article, we will explore why representation is more than a marketing tool, why it’s crucial for success in today’s business world, and how you, as a creative entrepreneur, can lead the charge in shifting the paradigm.
The story of Obehi Ewanfoh, an advocate for African identity and a creative powerhouse, will inspire you to harness your unique voice and shape your own success.
From Nigeria to Italy, Changing the Narrative
Obehi Ewanfoh’s journey represents the power of storytelling and the importance of cultural representation in business. Born in Uromi, Nigeria, Obehi began his writing career at an early age, publishing his first book, Round My Mind, while still in junior secondary school.
But his journey didn’t stop there. He went on to author more than 10 books, including The Storytelling Mastery series, while also creating the Obehi Podcast, where he discusses a wide array of topics, from self-improvement and technology to spirituality and cultural preservation.
When Obehi moved to Italy in 2004, he found himself confronted with a new world—one that often simplified African identity and failed to capture its depth and diversity.
Yet, instead of retreating into the shadows of an oversimplified narrative, Obehi embraced his identity and became a vocal advocate for the African diaspora. His platform, The Obehi Podcast, has become a dynamic space for people across Africa and the global diaspora to connect, share stories, and empower each other.
Through his work, Obehi has highlighted the importance of representation, not just for African people, but for everyone who feels their story has been underrepresented or misrepresented.
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Through his nonprofit, Evideos Association, Obehi documents African experiences in northern Italy, pushing against stereotypes and challenging simplistic views of African identity.
His documentary, Creating the Blackness of Africa, won an award at the Verona African Film Festival in 2011 for its bold approach to redefining African identity. This work, along with his many articles and books, has shown how essential it is to have your narrative in your own hands—both for personal empowerment and business success.
Obehi’s story is a powerful reminder that when you understand the value of your own story, you not only find success, but you also become part of a larger movement for cultural preservation and transformation.
His journey exemplifies the importance of understanding representation in business and the ability to leverage your own unique perspective to create impactful, successful work.
The Business Impact of Representation
Representation is not just about visibility; it’s about resonance. According to a 2020 Nielsen report, “54% of African American consumers say they are more likely to consider a product when it is advertised by someone who looks like them.” This statistic underscores the importance of seeing oneself reflected in the brands we engage with.
“African Americans” said Cheryl Grace, Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, Nielsen, are leveraging innovations in technology and the anonymity of social platforms to level the playing field and get ahead in a marketplace unencumbered by corporate scrutiny”
For entrepreneurs and business owners from the African diaspora, this means that by reflecting your audience’s identity—whether that’s through your content, branding, or storytelling—you can build trust and foster loyalty.
But why does this matter now more than ever?
The African diaspora is a global network of more than 300 million people, with increasing economic influence. In the U.S. alone, the African American consumer market is worth over $1.5 trillion, and Black consumers in the UK contribute more than £300 billion to the economy.
This demographic is not only significant in terms of size but is also highly engaged in supporting brands that align with their values and cultural identities.
For businesses looking to tap into this lucrative market, the question is no longer whether representation matters; the question is how well are you representing your audience, and whether are you doing so in an authentic and culturally relevant way.
Brands that successfully embrace diversity in their content marketing stand to reap the benefits of this vast and growing consumer base.
Content Marketing: A Powerful Tool for Representation
As a creative entrepreneur, content marketing is one of the most effective ways to convey your message, connect with your audience, and build a brand that reflects your unique identity. Whether you are using a blog, podcast, social media, or video, storytelling allows you to communicate your values, passions, and experiences in a way that resonates with your audience.
But storytelling is not just about sharing your own personal journey; it’s also about amplifying the voices of others and reflecting the broader experiences of your community. As Obehi Ewanfoh’s work demonstrates, the power of content marketing lies in its ability to elevate underrepresented voices and create a space where cultural narratives can thrive.
Here are a few ways you can use content marketing to harness the power of representation in your business:
1. Know Your Audience
The first step in creating content that resonates is knowing your audience.
- Who are they?
- What are their needs, desires, and struggles?
- What are their cultural touchpoints?
As an entrepreneur, especially one from the African diaspora, your audience is likely to have specific cultural values and experiences that can be reflected in your content.
Understanding these cultural nuances allows you to create messaging that is not only authentic but also relevant to your audience’s life.
2. Create Authentic Stories
Authenticity is key when it comes to building relationships with your audience. Your story—your personal experiences, your heritage, and your cultural journey—is the foundation for creating meaningful content.
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Share stories that are relatable, honest, and reflective of the values of your community. Whether through a blog post, a podcast episode, or a social media update, make sure that your content speaks to the heart of your audience’s experience.
3. Amplify Diverse Voices
Representation in business is not just about putting your own story forward; it’s about ensuring that other voices from your community are heard as well. Use your platform to feature diverse perspectives, whether through interviews, guest blog posts, or collaborative projects.
This not only strengthens your brand’s commitment to inclusivity but also helps build a more vibrant and supportive ecosystem for everyone in your community.
4. Diversify Your Content Channels
Different people consume content in different ways. While some may prefer reading blog posts, others may engage more with podcasts or videos. By diversifying your content channels, you ensure that you reach a wider audience and cater to various preferences.
Obehi Podcast is a great example of how a platform can engage a global diaspora through thoughtful discussions and interviews across a wide range of topics.
Be the Change: Leading the Charge for Representation
As a creative entrepreneur in the African diaspora, you have the power to lead the charge for change in your industry. Representation starts with you—by embracing your identity, sharing your story, and amplifying the voices of others in your community, you can create a ripple effect that extends far beyond your business.
Leadership in business is not just about creating profits; it’s about creating a lasting impact. By making representation a priority in your content marketing strategy, you contribute to a larger movement of empowerment, unity, and transformation.
You help challenge stereotypes, break down barriers, and shift the narrative to one that reflects the true diversity and richness of the African diaspora.
Conclusion: The Future is in Your Hands
The world is ready for your story. By embracing representation in your business, you not only drive success but also become a part of a larger cultural shift. Your authenticity, your heritage, and your unique perspective are the very things that will set you apart in today’s crowded marketplace.
As an entrepreneur, you have the ability to shape the future of business—one that is diverse, inclusive, and reflective of the global community. The time is now for you to lead the change and make your mark on the world.
Remember, representation matters. And it starts with you.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery
