What it Really Takes to Build an Admired and Successful Legacy Brand
In a world full of choices and ever-changing trends, some things manage to stand the test of time. We can think of a few brands that have been around for generations and are still going strong today. These are what we call legacy brands. But what exactly is a legacy brand? And why should you aspire to build one?
When you’re in business, you know that building is hard—and it's even harder to build a brand that will last for generations. But if you're up for the challenge, it can be done.
What Exactly is a Legacy Brand?
A legacy brand is defined as "a brand with a long history and reputation." In other words, it's a brand that has been around for a while and built a strong, positive reputation over the years. There are many reasons why you would want to build a legacy brand.
For one, legacy brands tend to be more trustworthy and credible than newer brands. They also tend to have more loyal customers. And perhaps most importantly, legacy brands tend to be more profitable than their less established counterparts. But why would you want to do this with your own business?
Why Would You Want to Build a Legacy Brand?
The first question you might be asking is: why would I want to build a legacy brand? Isn't that a lot of pressure? There are actually plenty of reasons to aspire to build a brand that will stand the test of time. For one, it's an incredible accomplishment. If you can create a brand that people love and trust for years, even centuries, you'll be remembered as a true innovator.
What's more, legacy brands tend to be incredibly valuable—both emotionally and financially. Consider some of the world's most famous brands: Coca-Cola, Levi Strauss, Walmart, and Disney. These are all companies with legacy brands that are worth billions of dollars.
Of course, there's no guarantee that your brand will become as valuable as Coca-Cola or Walmart. But if you're looking to create something special that will make a lasting impact, then building a legacy brand might be the right goal for you.
What Does It Take to Build a Strong Brand?
Now that we've answered the question of why you might want to build a legacy brand, let's talk about how you can actually do it. Below are three key principles that every strong brand must have:
A clear purpose: Every great brand has a clear purpose that goes beyond making money. What is your company's raison d'être? Why does it exist? Answering these questions is essential to building a strong brand.
User focus: The best brands always keep their users front and center. What do your users want and need? How can you make their lives better? Your answers to these questions should guide all of your branding decisions—from your name and logo to your website design and marketing campaigns.
Differentiation: In order for your brand to thrive long-term, it needs to be different from all the other brands out there—and not just in terms of its products or services. Your brand needs its own unique identity, voice, and story. Creating this kind of differentiation is essential to standing out from the crowd and attracting loyal fans.
The Key to Developing Your Brand
Once you clearly understand what it takes to build a strong brand, you can start developing your unique identity—one that reflects your purpose and differentiates you from the competition. There are several key branding elements you'll need to consider as part of this process:
Your name: What should you name your company or product? This is one of the most important branding decisions you'll make, so take your time and think carefully about what would work best for your business.
Your logo: A great logo can say volumes about your company without saying a word—so make sure yours is up to the task! Work with a professional designer (or use an online logo maker) to create something simple, memorable, and on-brand.
Your website: In today's digital age, your website is often people's first impression of your brand—so it needs to make a good one! As you design your site, keep user experience in mind and focus on creating an intuitive navigation system and engaging content.
The Importance of Leadership in Building a Legacy Brand
But before you can build a brand that sells itself, you have to ensure you’re ready to lead the way. A key element in building any brand is strong leadership. A good leader can provide direction for the brand, inspire employees and customers, and make tough decisions when necessary.
So before you think about your brand becoming the next big thing, you need to ensure that you’re leading by example. Do you know how best to run every area of your business—or hire people that can? Are you willing to learn all you need to know about running your business online, such as this here, and grow as a result? Do you have the best values and intentions for your business? If so, you may find that you can make this work.
Of course, leadership is just one piece of the puzzle. A successful brand also requires a carefully crafted strategy, great products or services, and a bit of luck. But without strong leadership, it won't be easy to build a legacy brand that customers will love and remember for years to come.
Building Your Brand for the Future
Legacy brands are those that have stood the test of time. They are established, respected, and trusted by consumers. Creating a lasting legacy brand is no easy feat—but it can be done if you're up for the challenge. It takes more than just great products or services; you also need a clear purpose, user focus, differentiation, and strong branding across all touchpoints too.
If you're interested in building a legacy brand, there are a few things you need to keep in mind, including developing a strong brand identity and having strong leadership in place. But if you nail this consistently, you should find that your brand can make waves in the business world.
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