Branding

Revitalizing Your Brand with Heritage Positioning

Is your product or service a classic? Here’s a closer look at how heritage branding can help.

Source: mattjeacock / iStock / Getty

From Stetson hats to John Deere tractors, certain brands are heritage brands. Heritage brands have often been around a long time, and they’re part of the lifestyle and traditions of their customers. Often, they’re part of the stories people tell about their childhoods, the places they live, and the essential parts of their world. Here’s how to lean into heritage brand positioning if it’s part of your marketing plan.

Define your origin story: Often, a heritage brand is distinguished by where it comes from. Take the time to really explore how your origin story has shaped your brand. Dig into the historical roots of where you began, the people who founded and shaped your company, and the customers you’ve served. Help people understand what your brand stands for and how that connects with their interest in history, culture, and lifestyles.

Bring your identity to your brand imagery: Explore how your brand images can reflect your heritage identity and make it shine. For example, consider the case of Harley Davidson. Its imagery reflects a range of customer archetypes, from people living a motorcycle-centered lifestyle to the weekend road warrior. Bring your heritage identity into your brand imagery for a bigger impact.

Showcase customers: When you think of heritage brands, one of the first things that comes to mind is the passion of their fans. Build your status as a heritage brand by showing others how deeply your customers embrace you in their lifestyle. Successful heritage brands feature interviews with their customers, have active communities on social media, and make a significant effort to engage with their biggest fans.

Focus on experiences that connect customers to the brand: Heritage brands are good at creating events and content that connect customers to the brand. In-person events are a great way to get heritage brand fans to meet you. Digital events let you expand your reach. Whatever events you attend or create, focus on what experiences would help your audience engage with you.

Let fans show their support: Another way heritage brands stay connected to their fans is by creating swag that lets them show their support. Branded materials, from t-shirts and hats to more customized merchandise such as coffee mugs and patches, are all popular. It’s important to understand your audience demographics, their needs, and their style.

Heritage brands are part of the commercial consciousness. Take steps to connect customers to your roots, and let them show their pride and showcase how important they are to your brand. Each of these steps is an essential part of creating a heritage brand and increasing your reach.