Every business starts with a spark: an idea, a mission, a vision for the future. But in a world oversaturated with startups, scale-ups, and disruptors, standing out is about more than innovation. It’s about trust, consistency, and long-term relevance. In other words, it’s about brand equity, something heritage brands have spent decades, if not centuries, perfecting.
There are countless articles on how heritage brands can evolve to meet the needs of modern consumers, but this edition of Muse looks at what new businesses can learn from legacy players: the institutions that have survived wars, recessions, trend cycles, and technological upheaval not just by keeping up but by staying true.
Consistency Is a Strategic Asset
Heritage brands are masters of narrative control. Everything reinforces a coherent brand image, from tone of voice to visual identity to crisis response. Take Rolex: its messaging around precision, prestige, and timeless craftsmanship has barely changed in 50 years. That consistency, even in changing markets, is what creates legacy.
For new businesses, the lesson is clear: flitting between trends or diluting your message for short-term wins can erode trust. PR is not just about making noise—it’s about building familiarity, and familiarity breeds loyalty.
Crisis Management as Brand Stewardship
Heritage brands have weathered scandals, boycotts, and PR crises, yet many remain resilient. Why? Because they understand that crisis communication isn’t just damage control, it’s a long-term trust exercise.
Johnson & Johnson’s 1982 Tylenol crisis response is still taught in PR courses: immediate product recalls, transparent communication, and a people-first approach. The company not only survived but emerged stronger. Adopting a similar ethos – prioritising transparency, empathy, and swift action – can build reputational capital early for new businesses.
Tradition Meets Innovation
A common myth is that heritage brands resist change. In reality, the strongest legacy players constantly evolve, just not at the cost of their identity. Burberry’s pivot to digital marketing while retaining its British heritage, or LEGO’s embrace of sustainability while staying rooted in play, shows that innovation and tradition can coexist.
Startups can apply this by rooting PR strategies in authentic brand purpose, even as they experiment with new formats, platforms, or campaigns. It’s not about being trendy. It’s about being true, then telling that story in new ways.
Read our next blog to explore how to navigate the reputation economy and harness the power of personal leadership branding to strengthen your business.