Written by Eva Mitchell

From Cartier to Country Road, heritage brands stand out with a reputation for quality craftmanship and tradition, built over decades, and in some cases, centuries.  

For many companies, the new year is a time for adopting fresh approaches and updating strategies to grow target audiences and reach new markets. Heritage brands are no different. 

And whilst clearly distinguishable by their celebrated history, is this enough to cut through the ‘noise’ and connect with audiences in 2025?  

We explore how heritage brands leverage their unique brand identity as a compass to guide through periods of change, ensuring it does not lose sight of the foundations of its success and legacy.  

Understanding the heritage draw card 

Australia is home to a range of heritage brands, such as RM Williams, Akubra and Allen’s Lollies, to name a few. Whilst differing in audience, price and product offering, what these brands have in common is how they tap into the company’s generations of knowledge, authenticity and expertise through compelling storytelling.  

When it comes to heritage brands there are two key misconceptions to consider: 

1. A long history does not guarantee heritage brand status. Heritage brands are defined by how heavily its history is integrated into its identity, rather than the length of time in market. In fact, some brands that have been around for decades choose not to focus on their history in messaging as strongly as others. 

2. Heritage and luxury are not mutually exclusive. A diverse range of businesses can tap into their legacy and build a heritage brand without the premium price tag. Think Bonds or even Bushell’s Tea! The reverse is also true in that not all luxury brands are steeped in heritage. 

The balancing act: revitalisation versus reinvention  

A key challenge for many heritage brands in today’s market is appealing to the next generation to ensure the future success of the business.  

The trick is striking the right balance between modernisation and remaining true to the brand’s identity. If the brand pushes too far into a new territory, it risks isolating existing customers and employees while tarnishing its reputation.  

Jaguar’s recent brand evolution was scrutinised by marketers and the public alike, showing that when brands do away with traditional roots, it is divisive. 

On the other hand, injecting new ideas and fresh brand cues can help businesses move into their next chapter and continue to innovate.  

Drawing on nostalgia in key messaging is also a strategic way to honour the brand’s past whilst complementing current activity.  

Celebrating 100 years of Vegemite in 2023, the brand revitalised it’s iconic “Happy Little Vegemite” campaign, capturing the nostalgia of a nation’s breakfast time, whilst updating for a new audience.  

Communicating your brand evolution effectively  

For heritage brands looking to embrace the future and explore new audiences while retaining a rich history, an impactful communications plan, focusing on storytelling, will help strike this delicate balance.  

As part of this activity, consider:  

• Do you need to reset the narrative? Does your brand tone of voice need to become more culturally relevant or tell the brand’s historied journey in a way that will appeal to a younger demographic? Conduct a full audit of the company’s heritage and key messaging to determine what has withstood the test of time. 

• How to reach new audiences. Embracing new storytelling formats, such as short form video for social media can be a great way to reach new potential markets. However, it’s vital to ensure content is aligned to the overarching brand identity and consistent across platforms.  

• Consider who your brand advocates will be. Influencers and ambassadors play an integral role for many brands, significantly impacting awareness and driving leads. Ensure options are well researched and tested before engaging.  

If you’re considering a new strategic direction in 2025 or looking to celebrate your brand’s rich legacy through communications support, contact Nicole Webb at nicole@impactagency.com.au.