Ferrari. Chanel. Disney.
These aren’t just companies. They’re legacies. Heritage brands have mastered the art of maintaining their essence while constantly evolving.
But here’s the squillion-dollar question: How do they do it?
The answer lies in something I call “the heritage of genius.”
Most companies start with a spark of original genius – that unique blend of vision, values, and approach that sets them apart.
But this genius often gets diluted as companies grow.
Heritage brands, however, have cracked the code.
They’ve figured out how to preserve and amplify their original genius across generations.
Let’s break it down:
1. They codify their genius
Heritage brands don’t just rely on the Founder’s intuition. They systematically capture and articulate what makes them unique. It’s not just about products or services – it’s about ethos, approach, and values.
Think about Ferrari. Ok, we have fast cars. But beyond this, there is a relentless pursuit of excellence, a blend of art and engineering, a commitment to exclusivity. This core essence permeates every aspect of the company, from design to customer experience.
2. They make their heritage a living thing
History isn’t a dusty old book for these brands – it’s a vibrant, evolving story. They constantly reinterpret their heritage for new generations, keeping it relevant without losing its core.
Look at Chanel. They’ve managed to stay at the forefront of fashion for over a century by continually reinterpreting Coco Chanel’s original vision of liberating women’s fashion. The essence remains, but the expression evolves.
3. They balance reverence with innovation
Heritage brands respect their past without being imprisoned by it. They use their original genius as a springboard for innovation, not a cage.
Disney is a master at this. While they never lose sight of Walt’s original vision of storytelling and imagination, they’re constantly pushing the boundaries of technology and creativity.
4. They create guardians of the flame
In these companies, preserving and evolving the original genius isn’t just the CEO’s job – it’s everyone’s job. They create cultures where every employee is a steward of the brand’s essence.
At companies like these, you’ll often find long-tenured employees who can articulate the brand’s unique value proposition as passionately as the Founder once did.
5. They think in centuries, not quarters
Perhaps most importantly, heritage brands play the long game. Short-term trends or pressures do not sway them. Every decision is made with an eye on sustaining and building the brand for generations to come.
Now, you might be thinking, Simon, “That’s great for luxury brands or entertainment giants, but what about my company?”
Here’s the thing: These principles apply regardless of your industry or the age of your company.
Whether you’re a tech startup or a family-owned business, the key to long-term success and scalability lies in identifying, codifying, and constantly evolving your original genius.
Imagine if you could:
Articulate your company’s unique essence so clearly that it guides every decision, at every level
Create a culture where your original vision scales effortlessly, even as you grow
Build a brand that doesn’t just respond to market changes, but shapes them
This isn’t just about longevity. It’s about creating a company that becomes more valuable, more relevant, and more impactful with each passing year.
I recently recorded a masterclass that talks directly to this. I dive deep into the strategies heritage brands use to maintain their essence and relevance. You’ll learn:
How to identify and codify your company’s original genius
Techniques for embedding your unique essence into every aspect of your organization
Strategies for evolving your brand without losing your core identity
Ready to build a legacy that stands the test of time? Join the masterclass now.
Your company’s future – not just for years, but for generations – will thank you for investing the time right now.
