In a world where everything changes at lightning speed, the heritage of a brand gives consumers stability. The more we move towards a digital and virtual world, the more nostalgia grows for the times when things seemed simpler, more palpable.
The heritage of the brand builds trust, first of all, because consumers perceive that it took time and effort to earn its reputation, and it is not just an ephemeral brand. This gives them the confidence that they can rely on that brand.
Although there are many aspects of a brand that make it unique and recognizable - name, tone of voice, slogan, logo, colors, fonts, etc. -, what is often not as obvious is the emotional connection that consumers have with it, because they feel that they know and understand it. This connection is one of the most powerful and valuable components of a brand's heritage. It is his historian who reveals his evolution, the journey he has traveled, the values, philosophy and reputation that he has developed over time. Once consumers feel emotionally connected to the brand and understand its story, they become more likely to choose it over competitors.
For established brands, heritage is part of their nature. In some cases, they even contributed to the development of new traditions. For example, the classic design of the Coca-Cola bottle or its iconic logo have become a symbol of pampering and joy, as the brand has managed to emotionally connect with its consumers, reminding them of special moments, holidays and moments of joy shared with loved ones.
Another interesting story is that of the Penguin publishing house. A young publisher named Allen Lane, waiting for a train, walked into a bookstore to buy something to read. He was disappointed to find overpriced and mediocre books and noticed an opportunity to produce a more affordable and higher quality alternative. The whole story, from the association with train travel to the times before mobile phones, when everyone read books, speaks of history and nostalgia. This can be an example to follow in the case of new brands that, although they do not yet have a history of their own, can capitalize on the nostalgia and tradition of some places or customs.
So that throughout life a brand is invariably hit by changes, be they internal or external, economic or cultural, they must be seen as an opportunity to develop and consolidate the legacy, and through small adjustments at the level of communication and visual identity, the brand can obtain certain benefits:
1. Relevance: these adjustments allow the brand to adapt to new trends and consumer preferences, avoiding stagnation and keeping pace with the times.
2. Avoiding visual fatigue: sometimes an unchanged visual identity over a long period of time can visually tire consumers. Through minor adjustments, brands can bring visual freshness, maintaining interest and attracting the attention of consumers.
3. Reflecting the evolution of the brand: as a brand develops and evolves, minor adjustments at the level of visual identity can reflect this evolution. These adjustments can underscore changes in strategy, values or direction and communicate a sense of growth and innovation among consumers.
4th. Differentiation and positioning: Small adjustments can also help a brand differentiate itself and position itself distinctly from the competition. They can provide a sense of uniqueness and originality, allowing the brand to stand out in a crowded environment.
In a world full of new brands, heritage can be a powerful tool to establish trust. Brand communication plays an important role in highlighting it and creating positive associations, and the use of images triggers nostalgia and strengthens the emotional connection with consumers. Thus, the heritage of the brand legitimizes and guides its present actions.