Teaching old brands new tricks:
Five maxims for reinvigorating your heritage brand
As a believer in the power of heritage brands, you know that there is more value in a well-earned patina than any Instagram filter or click-bait Influencer can fake. But…
Legacy is powerful; lethargy isn’t. Decades of hard-earned reputation doesn’t mean much if you’re unable to keep your story relevant for new audiences or solve unmet needs.
So how do you unlock the hidden value of your brand without losing the essence it was built on? As a seasoned creative and brand leader, I’ve learned these five truths when revitalizing or extending heritage brands—and I want to share them with you.
01
Customers can smell inauthenticity a mile away
There’s power in the real and imperfect, so lean into both the strengths and the blemishes that have shaped your company. 81% of consumers consider ‘trust’ in a brand a deciding factor in whether to purchase.
>See how the world’s original Elevator Company rose above the competition by connecting to its roots
02
There’s a fine line between dependable... and dusty
Heritage is your brand’s greatest asset—but when that strength turns into stagnation, you risk falling out of relevance. Extending your offering means solving unmet needs in authentic ways. And finding unmet needs means understanding your customers.
>See how Collins Aerospace set new heights for the aerospace industry
03
Real insights can be found in unlikely places
Tap into your organization and key partnerships—think service teams, manufacturing, customer support—to find authentic stories and get a better pulse on your market. A successful brand can make the invisible visible.
>Watch a 170-year-old service brand turn iconic uniforms into a badge of excellence
04
People are people are people
B2B, B2C, H2H, DTC—forget the acronyms. Customers act because they ultimately trust companies that meet them where they’re at. Use their language, understand their day-to-day and watch the loyalty grow.
>See how Samsung used a sense of FOMO to break into the homebuilder’s inner circle
05
Inspiration isn’t found in the boardroom
Heritage brand leaders need to get out of the office and understand what makes their customers tick. What new audiences could you win over? What modern needs can you help solve? Getting into the field opens new opportunities you would never find in a spreadsheet.
>Watch United Technologies inspire the next generation of female engineers in India
Ready to revitalize your heritage brand?
Building a powerful brand is hard work, but starting from a place of authenticity is priceless. Let's roll up our sleeves and tap into the inherent power of your brand story to produce greater reach, differentiation or more engaged customers.
