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Introduction to Brand Legacy
Brand legacy storytelling is about highlighting a brand’s enduring impact and historical significance. In the Chinese market, where respect for heritage runs deep, sharing a brand’s legacy can create a profound connection with consumers. It’s a way to demonstrate the brand’s commitment to quality, tradition, and innovation over time.
Historical Roots and Milestones
Sharing the historical roots and milestones of a brand can instill a sense of pride and trust. Chinese brands like Tsingtao Beer and Shanghai Watch have built their narratives around their founding stories and significant achievements, showcasing their resilience and evolution.
Cultural Significance
Tying a brand’s legacy to cultural significance can deepen its appeal. Brands can showcase how they have contributed to or been influenced by Chinese culture over time. For example, the tea company Lu Yu, named after the legendary tea sage, tells a story of tea’s cultural importance in China, connecting with consumers who value tradition and heritage.
Innovation and Adaptation
A brand’s legacy is not just about the past; it’s also about how the brand has innovated and adapted over time. Brands like Haier and Lenovo have evolved from their early days to become global leaders, and their stories of innovation and expansion are key parts of their legacy narratives.
Craftsmanship and Quality
Emphasizing the craftsmanship and quality that a brand has maintained over the years can be a powerful storytelling tool. This can be especially compelling in a market like China, where consumers appreciate the attention to detail and dedication to excellence. The porcelain brand Jingdezhen emphasizes its heritage of fine craftsmanship, highlighting the skill and care that goes into each piece.
Social Contribution and Responsibility
Highlighting a brand’s social contributions and responsible practices can be an integral part of its legacy story. Brands can share how they have supported local communities, protected the environment, or contributed to cultural preservation. For example, the Chinese pharmaceutical brand Tong Ren Tang is known for its philanthropic efforts and commitment to traditional medicine.
Global Recognition and Influence
Brands that have gained international recognition can use this as part of their legacy story, showcasing their global impact and influence. This can add prestige and inspire pride among consumers. The Chinese telecom giant Huawei often highlights its global achievements and contributions to technological advancement as part of its legacy narrative.
Future Vision and Aspirations
While legacy stories focus on the past, they should also include a brand’s future vision and aspirations. This provides a sense of continuity and progress, showing consumers where the brand is headed. The Chinese car brand BYD positions itself as a leader in sustainable transportation, with a legacy story that includes its future goals in clean energy technology.
Celebrating Success Stories
Celebrating the success stories of a brand can be a powerful way to convey its legacy. These stories can highlight key moments of triumph, innovation, or recognition that have shaped the brand’s identity. The Chinese e-commerce giant Alibaba often shares stories of its entrepreneurial success and impact on small businesses as part of its legacy narrative.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation！
