Does Brexit create an identity crisis for heritage brands?
Heritage is a delicate topic in brand and visual identity. Companies often want to emphasise their roots. History can be a source of security. Yet if the past overshadows the present it can just as easily be a turn-off, especially for consumers who like their brands to feel contemporary.
An origin story can add authenticity and provide differentiation in the market, just as long as it has a clear relevance to the world today. We created a new brand and visual identity for UK investment manager Rathbones that keeps the heritage of the brand alive while showing that this business belongs in the twenty-first century.
Heritage branding becomes more complicated when it moves into patriotic territory. Trading on the British image has been a popular brand strategy for some companies in recent years, especially for those active in international markets like Barbour, Burberry, Mini and Mulberry. That’s fine when there’s general consensus on what Britishness stands for, but this is much less certain following the Brexit referendum.
Since Brexit, there are now very different and competing perceptions of Britishness. What does it mean to be British today: are we insular or open, domestic or international, backward-looking or forward-thinking? This confusion may create a dilemma for some heritage-led brands.
The ironic icon
Mini’s image ought to be Brexit-proof. With British heritage and European ownership, Mini may be ideally positioned for the post-Brexit world. Mini’s brand strategy cleverly invokes British design and manufacturing ingenuity with a light touch that avoids over-reliance on pro-British sentiment.
The international brand
Any ambivalence towards Britain as a result of Brexit could be a concern for the internationally-oriented British brand. Brand strategy should address those concerns head on by defining and communicating the British values behind the brand values.
The flag carrier
BA has already begun doing this through its current anniversary brand campaign. There’s no way to avoid the impact of Brexit when you’ve got Britain in your name. BA’s campaign may not appeal to everyone, but it leaves you in no doubt about the kind of Britain that BA is proud to represent.
Handle with care
Many British brands will be looking at brand strategy in the context of Brexit. Some say that Brexit proves that it’s easier to look back than look forward. There’s nothing wrong with being proud of where you’ve come from. Bring that with you by all means, but your brand strategy should always be focused on the road ahead.