Brand Heritage & Labels: Can history spark future success?

Exploring Brand Heritage: Can History Inspire Future Success?

‘Brand heritage’ has become a hot topic in the private sector, describing a range of activities which connect a company with its past in order to increase its competitiveness and prosperity in the future.

In this article, we will have a look at what brand heritage is and how labels can enhance its value for different types of businesses.

Let’s start with defining a label.

A label is a piece of paper, plastic film, cloth, metal, or other material affixed to a container or product, on which is written or printed information or symbols about the product or item. Also, information printed directly on a container or article can also be considered labelling.

Packaging may have labelling attached to or integral with the package. These may carry pricing, barcodes, UPC identification, usage guidance, addresses, advertising, recipes, and so on. They also may be used to help resist or indicate tampering or pilferage.

At the centre of using a label, is the portrayal of brand heritage. This comes in many uses, including providing information on a product’s origin, the manufacturer (e.g., brand name), use, shelf-life and disposal, some or all of which may be governed by legislation such as South African Food Labelling Regulations.

Now the big question is, with the disruption of Uber, Airbnb, Tesla. All high-flying brands. All less than a decade old. Are consumers still affected by brand heritage when choosing to buy from you?

Absolutely yes!

It used to be that we all looked for brands we knew and trusted based on what they had come to mean over the years – brands that had been around for generations. Ones we could count on. Steady-as-a-rock permanence. This was a guarantee of quality, of integrity, of service and expertise built up over decades of experience.

Now, Apple, PayPal and Amazon have heritage. We live in a world where what once took 200 years to earn now takes less than 20.

What does this mean for brands with long histories?

Old brands can look, well, old. Which means irrelevant, boring, but with smart, modern and effective labelling, old brands can use their history to spark tomorrows success.

If old brands use best quality labels fused with modern technology to portray heritage they will actually have an advantage compared to new brands. Loyalty based on history is the best way to keep your brand alive for years to come, but so is gaining new customers.

In order to get these new age customers, old brands can still keep their old products but change to modern labelling and packaging technology. If possible, they need to work with labels and packaging companies that have a great brand heritage themselves and have proven to embrace the new age technology. A company that can still provide a well-printed label while providing the brand with an option to enhance that label with cutting-edge digital technology that bridges the gap between print and digital, such embedding HP invisible Link Technology,  image recognition technology or Mosaic technology on a label.

This way old brands stand more than a chance to survive in this digital age.

FAQs and Answers

1. What is brand heritage in marketing?

Brand heritage refers to the history, values, and legacy of a company that help build trust with customers. It highlights how a brand has evolved over time while maintaining its reputation, quality, and reliability.

2. Why is brand heritage important for businesses?

Brand heritage strengthens credibility and customer loyalty. When customers recognise a brand with a long history, they often associate it with reliability, experience, and consistent quality.

3. How do labels support brand heritage?

Labels communicate important product information while also showcasing the brand’s story, origin, and identity. Well designed labels help reinforce brand recognition and preserve the heritage of a product.

4. What information should a product label include?

A product label typically includes the brand name, product details, ingredients or materials, usage instructions, barcodes, pricing information, and regulatory information required by law.

5. Can modern brands build heritage quickly?

Yes. In today’s digital economy, brands can establish strong reputations much faster than in the past. Companies such as Apple, Amazon, and PayPal built powerful brand heritage in less than two decades through innovation and customer trust.

6. How can older brands stay relevant in a modern market?

Older brands can remain competitive by updating their packaging, labels, and communication strategies while still highlighting their history and legacy. Modern design and technology can refresh a brand without losing its heritage.

7. What technologies are used in modern product labelling?

Modern labelling can include technologies such as QR codes, image recognition, HP Invisible Link technology, and digital printing solutions that connect physical packaging with digital experiences.

8. Can packaging and labelling influence buying decisions?

Yes. Packaging and labels often shape the first impression of a product. A clear, professional, and visually appealing label can build trust and encourage customers to choose one product over another.