You no longer need a legacy of years of brand equity. You just need brand equity, itself. Heritage storytelling is a way to get there.
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Businesses are always looking for ways to set themselves apart. While unique products, innovative services and other distinguishing factors play a role, branding is what typically fosters a unique identity.
Related: How to Use Storytelling to Sell Your Brand and Vision
And, at a time when people are constantly looking back and dreaming of the “good old days,” heritage branding is enormously powerful — and closely connected to the storytelling that’s such a frequent element in successful marketing,.
First, what is heritage branding?
In the traditional sense, a heritage brand is a company that’s been around for decades — perhaps centuries — and finds a way to tap into this history in order to procure loyalty and drive future sales.
Wells Fargo is a good example. Founded in 1852 by Henry Wells and William Fargo, the company has survived for 166 years and evokes emotional ties in many customers whose families have long been connected to the business. There’s even a direct nod to heritage branding in the company’s stagecoach logo.
Lee, the popular apparel company known for selling denim jeans, is another good illustration. Founded in 1889 by H.D. Lee, the company has been synonymous with the term “blue jeans.” To this day, the company taps into this history by telling stories and publishing content that honors the past, while encouraging customers to remain fashion forward.
But you don’t have to be a classic “heritage brand” to implement elements of heritage branding into your marketing strategy. That strategy is not about having decades of history; it’s about telling your story and humanizing your brand. Whether your business was founded in 1887, 1997 or 2017, you have a story.
How storytelling can enhance your heritage branding.
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