Shaping Strong Brand Identities through Cultural Heritage
Your branding and visual identity are the very first impressions and interactions towards your market and its target audience. Through this form of communication and engagement which can include typography, colors, tones, geometric shapes, illustrations, and other visuals, we transmit messages that will tell the story that matter. This is where culture enriches these messages and makes them more personal and unique.
Understanding Cultural Heritage in Branding:
Before diving in, what is exactly is cultural heritage? As ChatGPT so eloquently puts it; Cultural heritage refers to the legacy of tangible and intangible assets inherited from past generations, preserved in the present, and passed on to future generations. This includes physical artifacts like buildings, monuments, and artworks, as well as intangible elements such as traditions, customs, languages, and folklore. Additionally, it encompasses natural landscapes and biodiversity with cultural significance. Cultural heritage is crucial for maintaining community identity, fostering a sense of belonging, and connecting past, present, and future, reflecting a community's values, beliefs, and history, and contributing to cultural diversity and human creativity. As UNESCO says "promoting cultural heritage is sharing humanity.”
The Value of Cultural Heritage in Branding
There are two vital perspectives when we look at cultural heritage in branding: that of your consumer or client, and that of your own and your business. From the consumer's perspective, integrating cultural heritage into branding adds elements such as history, symbolism, language, and aesthetics that resonate with them on a deeper cultural level. From your perspective, incorporating cultural heritage showcases your business and personal stories, embracing who you are, and your authenticity.
An example of how branding tells a story in an impactful way by implementing cultural heritage is the re-branding of the Peru brand, this was a work done by the company Futurebrand .
Peru’s rebranding centered on Peru’s flavors, colors, and living history, designed to appeal to tourists by showcasing both the ancient and modern Peru, reflecting its beauty, diversity, and generosity.
Upon re-branding, Peru sought a strong, positive country brand that would stand out, draw attention, and convey a clear promise. The goal was to create a competitive advantage for the country, enhancing its international exposure in tourism, exports, and attracting investors. The new brand identity centered on Peru’s flavors, colors, and living history, designed to appeal to tourists by showcasing both the ancient and modern Peru, reflecting its beauty, diversity, and generosity.
Following the rebranding, representatives from Peru traveled to the city of Peru in Nebraska, United States. Here, the locals learned about the country of Peru and its customs. This cultural exchange was a creative tactic to spread diversity, with two cultures interacting and learning together, capitalizing on the pleasant coincidence of two places with the same name sharing a moment of brotherhood.
This example illustrates how effective branding can build bridges between different nations, uniting hearts that speak different languages and showcasing a country's cultural richness.
Strategies for Embracing Cultural Heritage into Branding
Here are a few tips that we’ve done to effectively incorporate cultural heritage in our branding research, strategies, and projects.
Take a deep dive to understand what cultural heritage you want to represent: research, research, research. Begin by thoroughly researching the cultural heritage you aim to represent. This involves studying historical contexts, traditions, customs, art, language, and significant symbols.
Understand your target audience: Identify who your target audience is, including their age, location, interests, and cultural backgrounds. Knowing who you are speaking to helps tailor the branding to resonate with them effectively. Go beyond demographics to understand the values, beliefs, and attitudes of your audience. This helps in crafting a message that is not only heard but felt and appreciated on a deeper level.
Go beyond the stereotypes: Recognize the common stereotypes associated with the cultural heritage and consciously avoid them. Stereotypes can trivialize or misrepresent the culture, leading to backlash. Focus on the authentic aspects of the culture that provide a deeper, more meaningful representation. Highlight stories, people, and practices that truly embody the essence of the heritage, showcasing its diversity and complexity.
Involve the right people: Involve members of the community whose heritage you are representing. Their firsthand experiences and perspectives can enrich the branding and ensure it resonates genuinely. If you are working with a team, hire the right people.
Ensure consistency in your cultural heritage branding: Ensure that all branding elements, from visuals to narratives, consistently reflect the cultural heritage. This consistency helps in building a strong and recognizable brand identity. Regularly review your branding efforts to ensure they remain true to the cultural heritage. Be open to feedback and willing to make adjustments as needed to maintain authenticity and respect.
Much of the rebranding was influenced by the breathtaking landscapes and rich historical landmarks of Cuzco, Peru. One such inspiration is the mesmerizing Inca site of Pisac.
Celebrating Stories, Transforming Brands with MYCO
Incorporating cultural heritage into branding not only enriches the brand’s identity but also creates a deep, emotional connection with your target audience. At MYCO, we understand the importance of preserving and celebrating your unique cultural stories. We are committed to delivering branding strategies that honor and amplify these narratives, ensuring they resonate powerfully with your audience. Partner with us to transform your brand with authenticity and cultural richness. Let’s work together to craft a brand story that is truly unforgettable, authentic, and representative.
