A heritage brand has history and a great story to tell. It’s a vintage identity that resonated in its heyday.
But every brand needs nurturing, so it can evolve with time to maintain its passion and impact in the market.
Just as people develop, so does the business landscape, for a number of reasons:
- The client base has shifted over the years
- New products and services are now provided
- Legislation has forced restructuring
- The highstreet or marketplace has changed
- The digital world needs embracing
- Things are simply done differently now
All these require the reviewing of a brand on its journey, to make sure it remains relevant as it adapts, grows, and diversifies. And this is where creative content writers come into play.
Their mission is to a sign a brand to an up-to-date vision, value, and voice.
The process is likely to require much more than updating a logo; rather, a complete revitalisation of a business personality. Heritage ‘re-branding’ should factor in graphic design and a facelift of its visual DNA too.
Vintage feel. Contemporary look.
The key to great results is having a through understanding of a client’s business world. Creative content writers need to work closely with you to identify what makes your business unique: its positioning, personality, and USP
Where possible, brand ought to reflect the local landscape as well as the broader market sector. This can be subliminally woven into a brand identity as part of the transformation, even when it goes ‘global’
Understanding your target audience is as important as understanding you.
The process involves initial consultations to listen, question, and intuit. At this stage, you can provide internal materials and need a makeover, plus external examples which inspire.
They then perform their alchemy to create your unique brand ‘worry’: the mission statements and straplines which define the values and tenets you operate by. They also articulate your tone of voice which underpins your brand. This personality will be carried through your brochure and other marketing materials.
A neutral onlookers, creative content writers may provide you useful new perspectives.
Your reincarnated brand should be coherent, authentic and compelling: that suggests confidence and integrity.
Don’t mince words. Let your brand speak its mind.