“An organization’s archival history and the former story is an important facet in how it is looked on and viewed by its customers and to keep its good image and reputation in today's world is a matter of concern for that particular organization”.
Brand heritage is a pivotal communication asset for the company, a traditional heritage that is valuable for the country and a sentimental journey for the clients because the story described by the brands is actually the company's own journey. The brand heritage is a new and complex concept meaning thereby that how the customer's needs and demands can be fulfilled by the company using the traditional characteristics of their various and different brands. Moreover, this concept plays a significant role in the digital marketing field.
Now, in the present era with the Covid-19 heritage brands needs to not only adopt the online mode but to continue to offer a personal service in a digital space. The results of several studies have shown that forty percent of the famous five hundred companies will vanish in the next decade and the majority of the people wouldn't care if seventy-four percent of the brands completely disappeared. Coca-Cola and McDonald's, are two of the world's top brands that have experienced a yearly decline in value of five percent as the clients diverted to healthier lifestyles as a result of the changing societal trends. Whereas, in today's digital-driven society there are few brands that are mostly liked and used by the clients for their good services and that includes the likes of Google, Amazon, Facebook, and Apple.
A sudden change in the cultural societal trends can result in many things like making a cup of coffee to guide a friend related to the purchase of any good. If we have an insight into the past, Britons had a strong desire for their old traditions, religious norms, and values. We, see this longing for the customs in the fondness of many of the brands that we feel associated with like Liberty, Timpson, REED Recruitment, John Lewis, and many more. These brands had won our trust since the decade as they had maintained their reputation by providing good and accessible services to its customers.
However, with the advent of the Covid-19, a myriad of our most-performed rituals has declined due to the social distancing. The stores were perceived by the clients as safe before the outbreak of the Covid-19 but now, the scenario is different and for the heritage brands that are dependent on the presence of the highly crowded streets are now encountering a phase of difficulty.
Hence, what heritage brands need to survive in a digital world?
A heritage brand must have the following characteristics to survive in a digital society and they are described below:
- Customer Orientation
Customer orientation is one of the basic principles that the heritage brand should possess. The companies and businesses should adhere to the fact that what are their customer's needs and demands and that how they can be fulfilled. The true customer orientation includes not only listening but listening and solving the client's problems with affection and patience. A company should be aware of both the facts that what product its customer is demanding and also how the customer wants that particular product or a brand makes them feel after its usage. Hence, good and cooperative associations should be developed between the company and the clients.
- Customer Segmentation
Secondly, customer segmentation is also very important. A, heritage brand in a digital world should be continuously on daily basis assessing and re-assessing their audience. However, many well-known companies lacked behind the others in following the customer segmentation principle even after the commencement of the digital and will have to strive hard to overcome the gap.
- Multidimensional Consumer Journeys
This is one of the principles that demand the cooperation of the entire organization because the brand’s integration is impossible when its entire organization is not striving hard. The amount of money that you invest in the digital doesn't count when the online advertising information about the heritage brand is not aligned. The customers come across different brands with various categories of media in so many ways so a successful digital heritage branding must combine liveliness with the constancy.
- Consumer Involvement
In today's world, the incorporation of the consumer is one of the factors which influence the brand growth in the digital society. A major concept that needs to be understood by the companies and organizations is the “Share of Life” meaning thereby that the several heritage brands should offer their clients the true value and relevance in the particular occasions that might have a variable need and to ensure this, the brand should focus on the consumer decision journey to survive.
- The Entangled Marketing Business Model
The entangled marketing business model can be used by several heritage brands in the field of digitization to survive. The main principle of this concept should be that consumer engagement is combined with incorporating the best heritage branding practices by a company or an organization. Eventually, the empowered consumer and good brand marketing will enhance the survival chances of a heritage brand when going digital.
Heritage brands are already admired by the residents of the United Kingdom; therefore, they should keep on providing the services to its customers keeping in mind the things that it needs to digital-first to survive in the modern era.