Building Heritage Brands: Strategies for Startups

Heritage brands like Chanel, Coca-Cola, Louis Vuitton, etc. are well-known for creating a strong sense of history and connection with consumers through their brand story and traditions. Startups can still emulate this sense of history and connection, even though they are newly established. Here's how:

▶ Tell a narrative about the founder/s' inspiration and passion that goes back many years.

▶ Reference historical design elements, materials or manufacturing methods to make the product/packaging feel classic and timeless.

▶ Use branding and visual identity that evokes nostalgia through retro aesthetics or iconic historic styles.

▶ Focus marketing on values like trustworthiness and multigenerational appeal associated with heritage brands.

▶ Build brand advocacy and word-of-mouth over time through great customer experience to slowly become seen as tradition-bearing.With vision and verve, any startup can transform ordinary products into vessels of cultural significance. If a brand inspires meaningful connections and stands for solid values, it will endure - not by time alone, but by the loyalty of those it has touched.