Every business wants to be remembered, but not every business knows how to build for longevity. While startups often chase fast growth, heritage brands play the long game. They’ve survived and thrived through shifting economies, cultural change, and tech disruption.
Their secret? Strategic PR. Legacy brands don’t just communicate; they curate identity, build trust, and cultivate emotional connection over time.
So how can new businesses take a page from their playbook? Here are three practical PR strategies inspired by heritage brands to help you build credibility, not just visibility.
1. Anchor Your Story in Purpose, Not Product
Heritage brands rarely lead with what they sell. Instead, they lead by explaining why they exist. Think of Dove and self-esteem, or Levi’s and cultural resilience. These narratives go beyond product specs; they connect emotionally and socially.
For startups, this means taking time to define their core narrative. What problem are they solving? What values drive them? Why should anyone care?
A good first step is writing a brand story that can live across all platforms, from investor decks to media bios to Instagram captions. If a journalist or customer scanned your website for 30 seconds, would they understand your mission and values? This story should also guide all future PR and comms, ensuring consistency from day one.
2. Build Reputation Through Repetition
Heritage brands understand that reputation is built through consistent storytelling. Over the decades, they’ve refined a tone of voice, visual identity, and messaging pillars that rarely stray, no matter the trend or channel.
For new businesses, there’s often a temptation to pivot messaging frequently to chase engagement. But that inconsistency can undermine trust.
Identify and repeat 3–5 key messages you want to be known for across PR pitches, thought leadership, social content, and interviews. Consistency builds memorability.
Use a simple messaging framework to align your team, spokespeople, and content calendar around those themes.
3. Think Long-Term When Navigating Crisis
Crisis is inevitable, but how you respond can define your brand’s future. The best heritage brands approach crises with transparency, speed, and empathy. They protect trust, not just image.
New businesses often go silent, over-defend, or react emotionally. But audiences now expect accountability.
Prepare a basic crisis comms playbook before you need one. Having this in place allows you to act quickly, stay in control, and maintain credibility when it matters most.
You don’t need 100 years of history to start thinking like a legacy brand. The way you communicate today sets the tone for how you’ll be remembered tomorrow.
By anchoring your story in purpose, committing to consistency, and planning for crisis with care, you can build not just a business, but a brand that earns lasting trust.
Want help crafting a heritage-worthy brand strategy from the ground up? Visit www.midas-pr.com or get in touch – we’d love to support your next chapter.