A sector-leading brand marketing specialist, Flintlock Marketing, has shared insights into how it approaches strategic branding projects for British brands, for whom being a family-owned company with decades of experience forms a core part of their identity.
Flintlock Marketing provides comprehensive branding support for businesses of every size, and is an accomplished expert offering brand positioning, creation, communications, and industry-specific knowledge for a range of organisations.
Guidance From Flintlock Marketing Around Updating Legacy Brand Strategies
Tasha Gladman, Co-Founder at Flintlock Marketing, advises that, during a recent project with luxury brass manufacturer Armac Martin, the story behind the business and its values were the essential factors to unlocking brand growth—engaging customers and clarifying why the company stands out from its competitors.
Tasha says, ‘Working with Armac Martin was a fantastic opportunity to collaborate with a firm with almost 100 years of expertise and a business that has remained within the same family, today run by the fourth generation; an ambitious board of three siblings.
The owners were keen to introduce innovation and capitalise on their position to reach a global audience, but ultimately, wanted to invest time and effort into researching the needs of their audience and unifying the entire team when creating a new direction.
Our advice for any heritage brand is to audit the business's background and legacy and analyse where variances away from mass manufacturing provide added value—such as using hand finishing coupled with exacting production techniques for a blend of precision and attention to detail.
For Armac Martin, there was ample proof of the luxury the brand offers, and this needed to be rationalised and communicated, illustrating the final touches that deliver perfection.’
Brand Marketing Specialists Comment on the Power of Strategic Branding for Established British Businesses
The latest statistics show that the UK luxury goods market contributes £13.5 billion to the economy every year, with an average 5% annual revenue growth. The highest-growth sectors include:
- Fragrances and cosmetics
- Luxury jewellery and watches
- High-end leather goods and fashion
Armac Martin, which produces prestige cabinet hardware and accessories, is well placed in the luxe home décor, interior design and furnishings market, anticipated to grow at a higher pace of 5.24% per year for the period 2024-2029.
Tasha explains that brand strategy is crucial for this and similar brands, which have an established and loyal clientele but wish to revisit and reconfigure their branding to spotlight the business's history, reputation, and quality propositions.
She adds, ‘For modern consumers, priorities have shifted considerably. They are often more focused on sustainable, high-quality products that will stand the test of time —a shift away from the low-cost, high-turnover, and disposable trends of recent decades.
Honing in on the family ownership structure is also imperative. Consumers trust and respect businesses that have been trading in Britain for decades, particularly where substandard home décor products imported from overseas have declined in appeal.
Our collaboration with Armac Martin wasn't only focused on drilling down into the brand's values and aspirations or telling the story of this fantastic business but also on rethinking visuals, lettering, graphics, and communication mediums to leverage its prestige—providing opportunities for expansion, greater market share, and entry into new markets.’
Insights Into Preserving Brand Heritage While Adapting to Modern Markets
Businesses with extensive histories are typically perceived as more credible, reliable, and trustworthy. It is natural for a brand to be keen to protect and maintain its identity with a legacy that cannot be replicated.
However, adjusting branding to the current market is key, ensuring businesses remain relevant and appeal to new demographics and younger audiences who may as yet be unfamiliar with the brand.
This dual-focused strategic approach is one of the highest-demand brand marketing services from Flintlock Marketing, which has worked on branding initiatives with a vast array of long-standing brands and organisations.
Read more about Flintlock - Collaboration Between Flintlock Marketing and Research and Product Development Company Delivers ‘Vital Progress’
About Flintlock:
Flintlock is an expert UK brand marketing and branding specialist agency. We blend pure creativity, professionalism, expertise and skill, extracting the knowledge and value our incredible team provides to create brand strategies that feel like home, and encapsulate what makes you you and how you communicate those intangibles to your target customer to make your business a brand they would choose over anybody else.
Media Contact:
Tasha Gladman
01243 573600
[email protected]
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Source Company – https://www.flintlockltd.com/
