Herald Brand Heritage with Trim Tales

Brands which consumers consider to have a heritage garner extra trust and greater satisfaction. To establish brand heritage in the consumer’s mind, marketers frequently use stories. Kiel University and University of Washington researchers explored what components of these stories prove most effective.
     The top three components from their studies: 

• Foundation date. Most fundamental to a heritage image is having been around for a while. To enlarge this time, you might choose to move back beyond the start of the brand to talk about the years when the idea for the brand began. The researchers note that the foundation date could be used in a brand logo. This might augment its impact. Including in the story the geographical locations in which the brand heritage was created was not found in the studies to increase effectiveness. 
• Continuing influence. The downside of giving yourself a history is that you might come across as outdated. To avoid this, successful stories of heritage will link what happened in the organization’s past to what is important to today’s consumers and to what the consumers can expect in the future. 
• Distinctive technology. Talk about your distinctive methods of production, especially those methods with a long history or methods people generally associate with the brand. Those associations can themselves be developed through repetition in marketing communications.

     Two other story components commonly used to portray brand heritage were found in these studies to contribute little. Because trim tales are generally preferred by consumers, who are already bombarded with information, check that your stories intended to portray heritage include the three elements identified above as effective. You might choose not to use the two components described below. However, prior research has found the two to be useful in brand stories more generally. 

• Outlasting hurdles. Renditions of overcoming hurdles and resolving conflict keep the audience engaged. These story elements also indicate the brand will last, reinforcing a brand heritage image. Still, while consumers root for the underdog, those same consumers like to associate with winners. Therefore, to get the best from portraying yourself as an underdog brand, project your commitment to winning. 
• Founder family. The specific group of people—whether a family by blood relationships or by work relationships—responsible for founding the brand are often featured protagonists in these stories. Stories not just about the founders, but also told by a founder, persuade shoppers well of lasting brand value.

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