Heritage Brands and Brands with Heritage: Preserving the Past, Embracing the Future

Ever wondered why a brand has been in existence for centuries but you only found out recently? That is because whereas there are classic heritage brands, others do not really lean in on their past. For some, like Hugo Boss, it is their association with Nazi Germany that they would want to downplay. For others, like L’Oreal it might mean missing out on how they have positioned themselves in the market as a future-forward luxury brand.

In the fast-paced world of marketing and branding, companies constantly strive to establish a unique identity that resonates with consumers. Two terms frequently used in this context are “heritage brands” and “brands with heritage.”

According to David Aaker, Author and Branding Expert: “Building a heritage brand is not just about looking backward; it’s about creating a brand story that connects the past, present, and future. The narrative of heritage should inspire consumers and provide a platform for the brand’s continued evolution.”

Heritage Brands

A heritage brand embodies the essence of tradition and history, making it a vital aspect of its brand identity and marketing strategy. These companies embrace their longstanding presence, often spanning several decades or even centuries, and leverage their historical legacy to create a sense of authenticity, trust, and craftsmanship. Heritage brands exude a timeless appeal, and consumers often associate them with a legacy of excellence.

Brands with Heritage

On the other hand, brands with heritage refer to companies that have a long-established history, but do not necessarily emphasize or actively leverage it in their branding and marketing endeavors for different reasons. While these brands possess deep-rooted roots, their approach to heritage might not be the centerpiece of their branding strategy. Instead, they focus on evolving their identity and staying relevant in a dynamic market.

Heritage Brands Across Continents

According to Martin Sorrell, Founder of WPP, “Heritage brands have an advantage in today’s cluttered marketplace. They possess a rich history that resonates with consumers, creating an emotional bond and a sense of trust that can be difficult for newer brands to replicate.”

North America – Ford Motor Company: A prime example of a heritage brand in North America is the Ford Motor Company. Founded in 1903 by Henry Ford, the company revolutionized the automobile industry and paved the way for mass production with the assembly line. Throughout its history, Ford has preserved its legacy of innovation, durability, and affordability, which resonates with consumers. Ford’s iconic models like the Mustang and F-Series trucks evoke nostalgia while the brand continuously evolves to embrace sustainable technologies for the future.

Europe – Burberry: In Europe, Burberry exemplifies a heritage brand. Established in 1856, the British luxury fashion house became renowned for its trench coats and iconic checkered patterns. By blending modern designs with traditional craftsmanship, Burberry maintains its image as a timeless and elegant brand, attracting a wide range of customers, from classic aficionados to fashion-forward millennials.

Africa – Nederburg Wines: Nederburg Wines, founded in 1791, is a renowned South African winery that embodies the concept of a heritage brand. With a rich history dating back over two centuries, Nederburg has established itself as a symbol of exceptional winemaking and South African viticulture.

Nederburg Wines has upheld its traditions while adapting to modern techniques and global trends. The winery’s commitment to quality and craftsmanship has earned it numerous accolades and international recognition. Nederburg’s diverse range of wines reflects the unique terroir and winemaking heritage of the Western Cape region.

The company’s heritage is intertwined with South Africa’s wine industry, and it showcases the country’s winemaking heritage to the world. Nederburg Wines demonstrates how a brand with a long-established history can preserve its legacy while continually innovating and meeting the evolving tastes and preferences of wine enthusiasts.

Conclusion

Every brand, whether representing an idea (Black Lives Matter), personality (Vusi Thembekwayo), product (Tusker), service (Visa) social cause (UNICEF), event (World Cup) or place (New York) has to make a decision to carry its history on its sleeve as part of identity or not.

If they choose to, there are benefits that will help it stand out in a crowded marketplace. According to Cindy Gallop, Founder of IfWeRanTheWorld: “Brands with heritage need to strike a delicate balance between preserving their past and embracing the future. They must leverage their legacy as a source of inspiration while demonstrating a willingness to innovate and adapt to changing consumer preferences.”

Heritage brands and brands with heritage both possess long-established histories, but they diverge in how they take advantage of these histories to position themselves in the market. Heritage brands leverage their historical legacy as a core element of their identity, building trust and authenticity with consumers. In contrast, brands with heritage may possess a deep-rooted history, but their focus in brand messaging lies on evolving and staying fresh.

Article by Design and Brand Strategist, Charles Bodo