What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in
this video you're going to learn what brand heritage and brand origin is so
you can understand the value of history and tradition to evoke nostalgia and earn trust
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pro brand strategy blueprint it's a free download and the link is in the description now the term
brand heritage is pretty self-explanatory when you consider that heritage is just a synonym for
the word history now oxford dictionary describes the term heritage as the history something has
had for a long time to be considered part of its character and who it is so what is brand heritage
specifically well brand heritage is the history of a brand so it's the traditions that a brand has
where it's come from the journey that it's been on and the types of things that it's done along the
way the reputation that it's earned and what brand heritage does is it tells the consumer a bit about
the brand it tells them what it what they're about it tells them about the philosophy of the brand
and why so many consumers over so many years have trusted and invested in this brand so why is brand
heritage so important well when we consider how easy it is to start a business today or start a
brand today there are so many more businesses and brands being started today than there were even
10 years ago let alone 50 years ago so every year that goes past is a year that modern brands
outnumber traditional or heritage brands by a significant number and a significant ratio so
heritage brands are a bit of a commodity and as time goes past that commodity becomes more and
more valuable so why is heritage considered such a competitive advantage well that can be summed
up in a single word and that single word is trust heritage brands or brands that have been around
for decades or even centuries haven't survived because they've produced poor quality work or
they haven't looked after their customers they've survived because they have looked after their
customers because they have produced great quality work and generations of consumers have gone back
to them time and again and that's why they're still here today so any brand with a long history
suggests that they're around because they've done right by their customers and they've produced high
quality work and that is exactly why it is such a competitive advantage because we tend to lend our
trust more easily to brands that have that long history and that have that connection back to the
old world so why is heritage branding so appealing well in short it evokes nostalgia now in today's
modern age pretty much everything is online we live in this digital world we're on the phones
all the time we're on our laptops our screens all the time we really have been sucked into
this digital world most of us today spend a lot of time in front of the screen me personally I
spend all day in front of the screen and I know that most of my friends do as well and there's
this tangibility that has been lost that's kind of created this void I know me personally and a lot
of people that I know really have this fascination and attraction to old world things things that are
tangible things that you can touch things with a sense of tradition about them that evoke this
nostalgia that make make you feel like you know that's something that you would have seen many
years ago whether it was back in the 80s or back in the 60s or you know back in the 1800s so that
connection to the old world really evokes this sense of nostalgia and that's a really
deep emotional connection that you can make with your consumer so let's take a look at
a brand heritage example with Hermès now Hermès is a luxury fashion brand that has been around
for many many years it's been around since 1837 it was created by Thierry Hermès
in a time when people were riding around on horses and that's what he created he created saddle
saddles and other leather goods other travel goods and that brand has been in the family now for
five generations it's still in the Hermès family tradition and they have this philosophy of product
not a philosophy of image and that sense of craftsmanship is really part of their tradition
it's part of their history and it's part of the brand heritage which makes them so appealing
now another example of a heritage brand is penguin books now penguin books was created
by alan lane back in the 1930s I believe he was a young publisher at the time and he was waiting at
a train station and he stepped into the train station bookstore to get a book and everything
from his perspective was expensive and mediocre so he realized that there was a gap in the market
to produce a line of books that were much more affordable and a much higher quality price as
well and everything about that origin story speaks to nostalgia the old train station the
bookstore you can smell the steam engine you can smell the books and you really get this sense of
tangibility from that history and from that origin and you know that sense of tangibility
is still there with penguin books today so it's a really great example of heritage branding but
specifically an origin story that has this old world feel about it now look not every brand
has a hundred year history that they can simply tap into as I said in the beginning of the video
heritage brands are becoming a very rare commodity but there's more than one way to tap in to
nostalgia more than one way to tap into heritage if you can align your brand with a certain type of
ideal or philosophy or an era or a tradition then you can tap into the added advantage of
that tradition that added advantage of that sense of heritage and nostalgia and you might just make
an important emotional connection with your audience if you want to learn more about emotional
branding and our brain's ability to take that emotion and store it in memory then this video
will help you out until next time brand like a master and I'll see you in the next video you