What is brand heritage? Emotional values and beliefs create brand strength

Brand heritage is an aspect that has received increasing attention in recent years. Although elements in the identity system such as colors, fonts, logos, etc. make the brand easily recognizable, they do not really bring emotional connection to customers. Brand heritage is the key to evoking emotions and gaining customer loyalty. In this article, let’s find out with ADSMOwhat is brand heritage and why it is important in brand building.

1. What is the definition of brand heritage?

Brand heritage is the history of a brand, highlighting the time of operation, the brand journey, the values, philosophies and reputation that the brand has built throughout its formation and development. (According to Brand Master Academy)

A business’s heritage is the values that are passed down from generation to generation that have been shaped in people’s minds. Therefore, brand heritage brings trust and emotional connection with customers, as well as advantages that other competitors cannot do.

2. What is the importance of brand heritage?

Every year, many new businesses are established, in such a competitive market, brand heritage also becomes more important. Especially for new brands, this is also the key to building trust from customers.

Brand heritage has great power in every successful marketing campaign, which is the ability to connect emotionally with customers, create strong emotional experiences, and demonstrate the business’s concern for customers.

With the “dizzying” development speed of society, the story of brand heritage has provided customers with a tangible link to the past.

3. Typical examples of brand heritage

One of the most typical examples of brand heritage is Hermes. Hermes is the oldest French luxury fashion brand. Right from the “beginning”, the company has had a deep sense of history and tradition. Since 1837 when Thierry Hermes founded the brand, Hermes has been owned by the family for 5 generations.

Hermes not only sells luxury fashion items but also sells prestige and “exclusivity”. To this day, this brand is still a legend of quality in the fashion industry. From its beginnings as a simple mining workshop to becoming the number 1 luxury bag address in Europe, Hermes has maintained its handmade identity.

4. How to build brand heritage?

4.1 Step 1: Clarify brand values

Brand value is a commitment to the integrity of the brand, to what the brand maintains throughout its operations.

Brand value statements articulate what is important to the business, including aspects such as quality, service, innovation, or how it interacts with customers and partners.

4.2 Step 2: Build a brand philosophy

Brand philosophy is the outstanding difference of each brand, something that no one can imitate. It is the motto for action so that businesses can achieve their goals.

Each business has its own way of expressing its brand philosophy, but in general, it must make people see its outstanding features as well as the difference from other competitors.

4.3 Step 3: Affirm the tradition and history of the brand

Tradition is a priceless asset of the brand. Not every brand has 100 years of operation to put into the legacy. New businesses can be linked to cultural customs or to a specific time or event in society, such as the industrial revolution.

4.4 Step 4: Develop a brand story

Brand Storytelling does not necessarily have to be about the brand, it can be a story from the brand, such as the customer journey.

A brand story is a story about why a business exists, how its products and services make people’s lives better, and answers the question “why does the business matter?”

A brand story must be based on authenticity, relevance, and human values. Businesses must identify their target audience before creating the right message.

4.5 Step 5: Build brand heritage

Once you have the “roots” of your brand and the brand’s connection to heritage, you need to create that heritage through messaging and brand communications such as:

• Use images to depict your brand history more vividly
• Share relevant content on social media
• Promote events related to brand tradition
• Tell the story of your proud brand history
• Make a video to emphasize the connection between heritage and brand

By emphasizing traditional values combined with creative design, your brand will reach many potential customers and bring them the most satisfying shopping experience. To receive detailed advice on the service brand strategy, do not hesitate to contact ADSMO immediately.

See more:

• What is franchising?
• What is brand culture?