Does brand heritage power or hinder growth?

A rich history can be a double-edged sword, what brand strategies ensure that you drive brand growth rather than hinder progress.

Storytelling is a critical strategy for heritage brands to connect with consumers deeply

Many brands have a history, but not all have heritage. The difference lies in the curation of a brand story. Brands that construct compelling narratives that leverage their original market positioning and purpose to deliver brand value today are essentially heritage brands. Without a compelling story, a brand just has history.

The critical drivers of brand growth are grounded in universal truths. Brands that grow and gain significant advantage are the ones that connect people and culture seamlessly. Their distinctiveness gets them noticed and they deliver emotional connections and build loyalty that help consumers choose the brand above a competitive offer. They tap into their history and heritage in a meaningful and relevant way so that people want to advocate for them and continue buying them. But how important is their history when it comes to being meaningful and relevant?

Research we conducted in 2023 among a representative sample in the UK and US highlights the effectiveness of heritage in marketing whatever the occasion. 81% of Brits and 83% of Americans said they enjoy things that remind them of the past. The results were similar across all age groups in both countries.

However, a critical difference between brands that use history to their advantage and those that don’t is being consistent to a ‘brand truth’. Some call it a purpose, others a defining north star. Levi’s, one of the oldest brands in America is a great example of brand heritage that evokes nostalgia and influences customer loyalty, has put its original purpose of making hard wearing jeans at the heart of its marketing and communications.

Partnerships that reflect the same attitudes, such as the San Francisco 49’ers ‘Levi stadium’, help Levi’s build a strong relationship with its target audience. This constancy in a world of turmoil and change has intertwined the brand with the very fabric of a life well-worn and works as well today as it did when the brand first started in 1870; a true heritage brand.

Conversely, L’Oreal is a brand with history, but not a heritage brand. The global beauty business, founded in Paris in 1909 draws its fame and brand story from its extensive, and award-winning product innovation, rather than using its stories from the past to win today.

Getting the balance right between past and future is critical for brand image. But to leverage heritage effectively, brands must be consistent; taking all communications and brand storytelling back to a universal truth about that brand and why consumers should care.

Revitalise brand heritage with human truth and make it matter with consistency and confidence

Consumers are savvy; their loyalty is hard won and quickly lost. Brands that can transcend the ebbs and flows of pop culture, avoid the politics of the day, and reinforce the meaningful human truth about the brand, will continue to win.

Heritage requires confidence too. This comes from grounding the brand’s ‘what you do and why you do it’, in things that add value; something that can only be true about that brand.

Delivery of a confident and consistent brand image is ultimately what turns heritage into an advantage that endures.

Maintain brand heritage while reinventing to remain relevant today

Heritage translates into growth when it’s the north star, not the anchor. And like anything that people follow, it needs to lead the way for the brand and translate the heritage into something that inspires consumers.

At the same time, avoid dwelling on the past. A course needs to be set on how a brand’s heritage lights the way for the future. Think of it as a ‘Madonna effect’, or ‘Bowie’… or Jay Z if so inclined. All three of these artists have had long careers because they have clear ‘brand identities’ fuelled by reinvention and leading the way through new music and ideas in a way that only that artist could.

Victoria's Secret is a brand with a history rooted in fantasy. After decades of growth the lingerie brand’s over-sexualised ads and flashy runway shows were criticised for promoting unrealistic and unhealthy beauty standards that were not relevant in the post ‘me-too’ era. The brand u-turned, creating new product lines and recruiting a new age of models from diverse walks of life. Yet it remained true to its ‘fantasy’ purpose, ensuring its history was no longer the noose around its neck, but a celebration of greater relevance.

Barbie’s origins as a doll that typecast female personas to one that is not just more inclusive but part of an entire cultural movement –Barbiemania – is probably one of the most talked about reinventions of this decade. Mattel kept its heritage of play remains at the heart of the brand.

Jumping on the latest bandwagon or associating a brand with negative associations can dilute a brand’s heritage at the expense of what makes it special. The Pepsi Jenner campaign was very likely paved with good intentions, projecting a message of peace and unity, but it still backfired after being met with widespread condemnation of appropriating a nationwide protest movement, creating a reputational crisis for the brand.

Hugo boss and Chanel are fashion brands that both avoid bringing association with Nazi Germany into their core brand stories. These negative associations may be part of their history, but they are not part of their heritage story or positioning for good reason. Reinvention can be about brand protection not just leveraging positive but also reducing the risk.

Refresh brand to amplify authentic identity, don’t rely on memories

Imagine that you are the last custodian of your brand. If you stopped trading tomorrow, what might be written in your brands’ obituary? Would it be memories of things gone by; the stories anchored in the past that were once relevant but lack significance today? Does the obituary speak to a brand truth that has stood the test of time, or did this get lost along the way?

A brand with heritage can amplify authentic identity and advantages. Yet left unchecked, it can quickly become a noose around the neck of the brand that creates the need for the obituary.

Heritage can create a purposeful and compelling story for brands that choose what to elevate and what to leave in the past. This ensures that they don’t anchor themselves in the past, remain relevant to the now and create a powerful growth driver.