Whether you're the founder of your heritage brand or you've purchased it and maintained its legacy, you understand the power it has. Its reputation precedes it and people trust it. It's recommended often and it's respected.
Are you struggling with how to keep your brand marketing strategy relevant in an industry that's moving at the speed of sound?
You can do it, and you can do it well.
All you'll need is the right advice and the desire to make it happen.
I'm about to provide you with the first half of that formula.
A Relevant Brand Marketing Strategy for Your Heritage Brand
A heritage brand is one that's been around for decades, is comfortable, trusted and liked.
A relevant heritage brand is all of that, plus it's significant to current consumers, who are buying in a progressive market.
Sounds a lot like an oxymoron, doesn't it?
And that’s precisely why when it happens, it draws all the right kinds of attention.
How can you maintain that heritage status whilst bringing more ideal customers into the fold?
Here's what I suggest:
- Include your Heritage in your Brand Story. Every brand needs a story, and every brand needs to tell that story. It will endear your ideal customers to you and it will give your audience members something to sink their teeth into as they're making important buying decisions. Your heritage must be part of your brand story, to demonstrate how enduring your brand has been and to instil a sense of trust in those most important to it.
- Keep your Core Values. These are the principles that attracted your loyal customers to your brand in the first place—and kept them there. Change these core values, and you might as well start an entirely new brand, because the essence of what has made your heritage brand successful will be gone. Instead, focus on those core values and research the ways that people who hold those values are interacting with their favourite brands. How are modern brands expressing those values? And how can you, within the parameters of your mission and vision, do that too?
- Wear your Heritage like an Innovation Badge. Heritage and Innovation are not opposing terms. To the contrary, the simple fact that you're still in business proves that your brand is innovative; otherwise, it would not have stood the test of time. Even if it's been thriving on the same product for decades, that proves the original offering was masterfully created; and if you did it once, you can keep that spirit of innovation going.
- Don't Ignore New Standards. Part of the reason you've been drawn into this conversation may be a requirement by your industry to 'get with it.' Maybe new standards have arisen, or your product just isn't cutting it anymore. If this is the case, you have no choice but to make changes; it's not simply a marketing problem; it's a whole brand issue. In this case, keep the values that have always worked for your brand and incorporate the things that will bring your brand up-to-date and in compliance.
- Understand the Generation Gap. Millennials, for instance, tend to distrust establishments—and heritage brands fall into that category, simply because they're 'established.' It's important to reach out to those generations that might not consider your brand at face value, and show them what you're really made of…on their terms. Adjust your visual brand identity if those elements are not being properly conveyed. Put your brand promise, benefits, values, mission and vision in language they recognise and be sure to offer relevant support and advice freely.
- Get Rid of Dead Weight. This might be the hardest thing to do; however, if your brand is holding onto something so antiquated that it's no longer relevant to the way people use it or talk about it, then you've got to shed the dead weight. Your brand can have everything the modern consumer wants, plus one obsolete feature, and it will be in trouble.
Your heritage brand has overcome all the early growing pains that your new competitors are struggling with right now. How will you use this opportunity? Will you make your brand relevant, so it can compete and win? Or will you allow those newbies to steal your market share?
Your brand marketing strategy is your plan for moving your brand forward with targeted messaging that communicates your brand's values, promise and benefits to all the right people at optimal times. Will you risk its effectiveness by refusing to change? By refusing to make your brand relevant? You've got to adjust your message to make your brand significant again, and we can help you to do that with the Master Your Message Course. Learn more here.