Key Takeaways

• Anchor your heritage story in today’s values, and prove those values through specific, verifiable actions.
• Use earned media, owned channels and experiential PR to make heritage tangible and memorable.
• Follow UK guidance (such as the CMA’s Green Claims Code) to avoid value-washing and strengthen trust.
• Measure outcomes using AMEC’s Integrated Evaluation Framework to show impact clearly.

Introduction

For luxury brands, heritage and values are fundamental to trust, pricing power and loyalty. But they only matter if audiences can see and feel them. Today’s buyers increasingly evaluate brands on what they stand for and how credibly they act — a pattern reflected in the latest Edelman Trust Barometer research on how brand stances influence consumer behaviour.
This guide helps marketing and PR teams translate brand heritage and values into communication strategies that resonate — from storytelling and earned media to experiential PR and transparent measurement.

1) What is “brand heritage” — and why does it matter now?

Short answer: It’s the curated history, symbols and traditions you emphasise to signal authenticity and trust today.

Academic research on corporate heritage brands identifies trust, authenticity and continuity as the three precepts that make heritage powerful rather than nostalgic. In luxury markets, heritage reassures buyers about craftsmanship, lineage and stability while giving depth to modern principles such as sustainability or inclusion. The goal is selectivity: foreground the moments, decisions and symbols that genuinely connect your history with the values you uphold now.

2) How do we embed brand values within that heritage story?

Short answer: Tie historic moments to present principles, then demonstrate continuity through action.

Begin by defining your true core values — craftsmanship, innovation, sustainability, community or integrity. Next, connect those principles to historical milestones such as founding missions, early quality standards, or major breakthroughs. Use human-centred storytelling — founders, artisans, communities — to illustrate endurance of those values through time. Heritage is a living framework: the audience should clearly see how your past drives your present actions and standards.

3) What proves values (and avoids accusations of value-washing)?

Short answer: Follow official guidance and communicate with evidence, precision and transparency.

In the UK, the Competition & Markets Authority’s Green Claims Code outlines clear principles for truthful, clear and substantiated claims. In 2024, the CMA secured undertakings from major fashion retailers to tighten environmental messaging, underscoring that vague “eco” or “sustainable” statements without proof damage trust. Apply the same rigour to all brand values: cite measurable programmes, accreditations and traceable results. The more specific and documented your proof, the stronger your credibility becomes.

4) How should we use earned media to amplify heritage credibly?

Short answer: Offer journalistically strong narratives with clear “why now” relevance.

Editors want stories that resonate emotionally and contextually. Feature your founder or craftspeople and explain how early values still guide decisions today. Use anniversary moments, product milestones or archive access as natural news hooks. Link your story to contemporary debates such as innovation, sustainability or cultural heritage. Reference current data or outcomes to reinforce legitimacy. When coverage is based on evidence and authenticity rather than slogans, it generates far greater public trust.

5) Can nostalgia work — and how do we avoid cliché?

Short answer: Yes, when used purposefully and linked to today’s relevance.

Nostalgia can evoke warmth and recognition if it aligns with a modern message. A prime example is Hovis revisiting its “Boy on the Bike” creative. The 2008 centenary revival and the later 2019 remaster both gained media traction because they tied a beloved advert to contemporary storytelling about tradition and quality. Revive past imagery or campaigns only when there’s a strong current reason — an anniversary, innovation or community partnership — and ensure the connection to your present values is explicit.

6) What role do owned and digital channels play?

Short answer: They allow deeper, more interactive storytelling than press coverage alone.

Develop a heritage timeline or digital archive that connects pivotal moments to current commitments. Publish videos or interviews with long-standing team members, craftspeople or communities. Use social series such as #ThrowbackThursday to share heritage visuals, and encourage user-generated stories from loyal customers. Interactive or multimedia features help modern audiences experience your heritage directly. Owned channels also reinforce SEO and AEO through structured content and clear narrative continuity.

7) How do we make heritage experiential?

Short answer: Turn your story into an experience that people can touch, visit or share.

Heritage-led experiences immerse audiences emotionally. The Guinness Storehouse in Dublin exemplifies this approach, blending archive displays with innovation narratives and sustainability themes to make brand history a living attraction. Smaller brands can create pop-up exhibitions, archive tours or mobile activations that showcase craftsmanship. Even virtual events or AR walk-throughs can achieve similar engagement. The goal is to let audiences feel your legacy, not just read about it.

8) How do we handle tensions between tradition and modernity?

Short answer: Treat heritage as evolving — acknowledge change and growth openly.

Every long-established brand eventually faces questions about relevance. Review where historic practices conflict with modern expectations, such as diversity or environmental standards. Acknowledge these tensions transparently and document what’s changing. Honesty builds respect, even when the evolution is ongoing. The CIPR’s guidance on crisis communication emphasises readiness, empathy and clarity — principles that also strengthen everyday heritage communications.

9) What should we measure — and how?

Short answer: Use AMEC’s Integrated Evaluation Framework to track from communication outputs to business impact.

Measurement should begin with clear objectives. Track coverage quality, engagement with heritage content, and sentiment around your values. Then analyse outcomes such as improved trust, advocacy and reputation strength. Finally, link these to tangible indicators — customer loyalty, partnership requests or premium justification. AMEC’s framework offers a structured way to map each of these layers, demonstrating that heritage and values-driven PR delivers measurable results.

10) How do we launch a heritage-led PR campaign successfully?

Short answer: Research → narrative → proof → channels → launch → evaluate.

Start with discovery — interviews, archive research and stakeholder workshops to define your authentic story. Create a narrative spine that links your past, present and future, supported by proof points for each value. Build evidence through certifications, partnerships or measurable initiatives. Choose the right mix of media, digital and experiential channels and time them around meaningful hooks such as anniversaries or innovations. After launch, measure outcomes using AMEC metrics and adjust your strategy based on data and feedback.

Conclusion

Communicating brand heritage and values through PR transforms intangible history into an active trust signal. By combining credible storytelling, responsible claims, experiential engagement and measurable impact, you make heritage a living advantage rather than a static museum piece. Consistent authenticity strengthens reputation, creates emotional connection and ensures your brand’s legacy continues to inspire future audiences.

Citations

https://www.edelman.com/sites/g/files/aatuss191/files/2024-06/2024%20Edelman%20Trust%20Barometer%20Special%20Report%20Brands%20and%20Politics%20Final.pdf

https://www.gov.uk/government/publications/green-claims-code-making-environmental-claims

https://greenclaims.campaign.gov.uk/

https://www.reuters.com/world/uk/uks-cma-says-top-fashion-retailers-sign-green-claims-undertakings-2024-03-27/

https://www.cision.com/resources/guides-and-reports/2024-state-of-the-media-report/

https://www.cision.com/resources/articles/2024-state-of-the-media-report-by-numbers/

https://www.guinness-storehouse.com/en/discover/story-of-guinness

https://www.guinness-storehouse.com/en/discover

https://www.theguardian.com/media/2008/sep/08/advertising

https://www.campaignlive.co.uk/article/hovis-boy-bike-ad-makes-tv-comeback/1586236

https://amecorg.com/amecframework/home/

https://amecorg.com/amecframework/framework/interactive-framework/

https://newsroom.cipr.co.uk/cipr-launches-new-guide-on-crisis-communication-and-social-media/

https://ciprcrisiscommsnetwork.com/wp-content/uploads/2024/10/CIPR_Crisis_Comms_SocialMedia_Skills_Guide_2024.pdf

https://link.springer.com/article/10.1057/bm.2011.21