Brands are constantly looking for better ways to approach their marketing and reach more desirable audiences. Most marketing methods can be used as long as a brand has the financial resources for them. One method, however, is reserved for brands with the resource of time. It is called heritage marketing — and yes, it's as fancy as it sounds.
Heritage marketing is the equivalent of your university friend who was there because their access to the trust fund depended on them acquiring a degree. It has the same accent as someone who went to an international school and looks at you funnily when you talk about your "survival job".
Jokes aside, heritage marketing is an elite type of marketing that is based on a decades or even centuries-old foundation. Brands with long histories are reaping the benefits of what their predecessors' predecessors (repeat that a few times) did for the organisation.
media update's Joreke Kleynhans frames the art of heritage marketing so that you know the basics of it.
What It Entails
Heritage marketing is a profoundly unique technique of reinforcing your brand image. It relies heavily on the stories that are to be told within or about a brand. It draws audiences closer by conveying the message that the brand's values and quality have stood the test of time.
This type of marketing is known to take a minimalist approach. It uses clear messaging to emphasise the story the brand wants to tell. The ideal heritage marketing campaign intertwines a message of consistency with one of evolution, and it allows the brand's past to speak for itself.
Why It Is Successful
Heritage marketing is successful mainly because it showcases brand qualities that cannot be attained artificially. These include reliability, adaptability, and of course, brand heritage.
These characteristics automatically set brands apart from their competitors by making them come across as more established and authentic.
As for consumer trust, 80% of Americans say that they are more likely to trust brands with long histories. This points to the authority that brands gain as they age. "With age comes wisdom," right?
Brands That Can Use Heritage Marketing
By now, you know that heritage marketing is an elite tactic reserved for brands that have something special. But what brings a brand those stand-out attributes?
Heritage marketing is mostly used by legacy brands, like Hermès and Porsche. Brands like these have a few things in common, which are listed below:
Extensive History
In order to tell stories about a brand’s history, there will need to be at least a few decades of development to base them on. That doesn't mean it needs to be the oldest brand in its industry, though. Rolex is not nearly the oldest watch brand in the world but is still able to leverage its history to put itself in the spotlight.
A Sustained Positive Reputation
More likely than not, a brand wants to leave a positive legacy in its tracks. To achieve that, it needs to have built a positive reputation over time. This means minimising reputational crises and handling those that do arise with class and an attitude of improvement.
Strong Leadership
Great leaders often argue that effective leadership is about influence, not authority. Legacy brands have effective leadership within their organisations to positively influence service delivery, customer experience and overall operation.
Additionally, brands that leave powerful legacies often positively influence their entire industry in terms of innovation, sustainability, or community initiatives.
Luxury Customer Experience
Brands will always be reliant on consumers and how much the public values them. Therefore, the most successful brands are those that can provide captivating experiences to customers from the first to the last moment of their interaction with the brand.
Hermès is among the top brands when it comes to customer experience. From private consultations to lifelong maintenance or repair of products, it ensures customer satisfaction to the max.
Consistent Brand Identity
The mission and vision of a brand need to be based on a solid foundation of brand values. If that is the case, the brand will stay consistent throughout its lifetime.
By staying consistent in its values, a brand can foster trust. Consumer trust is vital to constant growth, a positive reputation and the brand's status as an industry leader.
Finding The Balance in Heritage Marketing
Like most marketing tactics, heritage marketing has its own set of challenges. The most prominent one is finding the right balance between history and innovation.
If a brand leans on its history too much, it runs the risk of seeming outdated. Brands need to prevent consumers from searching for something new.
Therefore, it needs to anchor its marketing to the brand's most important historical aspects, but it must always incorporate more recent developments and stay innovative too.
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*Image courtesy of Canva