In a world filled with emerging start-ups on the cutting edge of innovation, the legacy brands that inspired the next generation are boring us to death. How do the big companies connect in a world where Liquid Death is selling coffins?
Can our beloved shelf dinosaurs move past their beige corporate ideals and share the authentic stories that originally helped them resonate with the average consumer? Like any therapy session, it all starts with a deep look at your past and, like, half an edible to get shit rolling.
Know your roots
Legacy brands have one powerful advantage on their side: history. They’ve stood the test of time for years – sometimes decades – and have established fanbases suckling at their proverbial teet.
However, that history can too often get lost and buried beneath layer upon layer of watered-down campaigns and convoluted messaging.
Authentic storytelling is a result of authentic stories. Consumers love hearing about where a brand came from, what its founders believed in, and how it all started. Note: disregard this advice if you work for Jameson–cannibalism just doesn’t sell.
HOT TIP: Go back in time and ask: “What inspired this brand? What problem were we solving back then that we’re still solving today?” Using a legacy brand’s origin story as a foundation can help build authenticity in a way that modern consumers crave.
Value people over products
A recurring side-effect of campaigns born out of stuffy corporate boardrooms is the loss of humanity. You are speaking to people, not products—humans, not statistics.
Too many established companies put the needs of the brand before the needs of the consumer. While a vibrant story adds value to a brand, the real story is how your product fits into the life of the customer. Did Mr. Peanut die to serve his fans or fulfill the grotesque expectations of prime time viewing?
Most notably, Coca-Cola tapped into the ethos with their famous “I’d Like to Buy the World a Coke” commercial, which drew a linear connection between soda and world peace???? Regardless, they’ve never let up on tethering their brand with “sharing moments of happiness.”
The value of values
What does your brand stand for? Legacy brands often take a broad approach, emphasizing universal values like trust or quality. However, today’s consumers are seeking brands that address issues that matter to them. Authentic storytelling involves connecting with real values—such as sustainability, innovation, or social impact—and reflecting those values in every aspect of the brand experience.
HOT TIP: Identify a specific value that represents your brand’s DNA and allow it to guide your narrative. For example, if your brand has a strong commitment to sustainability but hasn’t effectively communicated that message, now is the time to highlight it. Consider Patagonia, which seamlessly integrates its environmental mission into every facet of the brand, from product design to marketing.
Ditch the corporate speak
Nothing screams “corporate” more than overly polished language trying to sound relatable. Authentic storytelling requires a shift in tone to achieve a conversational, relatable, and – most importantly – human tone.
HOT TIP: Go to coffee shops, bookstores, bars, convenience stores, ice cream shops, or wherever people hang out and listen to conversations. Pay attention to TikTok, write down the expressions and bits of slang that jump out to you. Speak to your audience as if it’s part of a conversation. Brands like Ben & Jerry’s are so good at using fun and approachable copy to convey their strong social values without coming across as too preachy. Dunkin’ Donuts wins this year’s award of Most Audacious Donut Suppliers with an instagram takeover featuring their illustrious donut spider.
Show, don’t tell
Consumers are more skeptical than ever of brands making empty promises. Instead of just saying you care about a cause or that your product is high quality, show it. This is where legacy brands can use storytelling to demonstrate the real-world impact they’re having, whether that’s through customer testimonials, behind-the-scenes content, or examples of how they’re making a difference.
HOT TIP: Consider producing content that shows your audience what your brand stands for in action. Highlight real stories from your employees, showcase your supply chain, or invite customers to share how your brand has impacted their lives.
Make room for innovation
Legacy brands can lean too hard into their history, leading to stagnation. Authentic storytelling isn’t just about reflection; it’s also about illustrating the brand’s future.
Communicate how you are innovating to meet modern demands while remaining true to your roots. Avoid innovation for the sake of innovation — Apple’s nixing of the headphone jack provides just as much discourse now as it did in 2017. My blood boils just thinking about it!
HOT TIP: Frame your innovations as part of your brand’s story. For instance, when launching sustainable packaging, connect it to your commitment to progress. Unilever keeps its legacy brands relevant by innovating and tying those innovations to broader, human-centered narratives.
Be bold, but stay human
Legacy brands don’t have to be dull or overly corporate. With their rich history and the power of genuine storytelling, these brands can connect with modern audiences in a deeper and more meaningful way. The key is to move away from formalities, embrace the authentic stories behind the brand, and invite your audience to join the journey. After all, even the largest brands are made up of people—and that’s the story worth sharing.
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