When I was young, my mum took me to see a butterfly collection in Sussex. I think it was at St Mary’s House in Bramber. I remember feeling sad that all these beautiful butterflies had been killed and pinned to a board. Preserved forever, yes, but lifeless.
That same image comes to mind when I think of some heritage brands. Whether they are heritage buildings given a brand identity or long-standing businesses with decades of history, there’s often a temptation to hold on too tightly to the past. The name, the logo, the “way we’ve always done things” clung to as if change would somehow erase the magic.
But here’s the truth: preserving a brand without evolving it can have the same effect as pinning a butterfly. You stop it from flying. You stop it from living.
Yes, there’s a place for pinned butterflies in museums: for scientific research and history.
But if you don’t want your brand studied in a post-mortem decades from now, you need to nurture it, refresh it, and keep it alive.
Over the years, I’ve worked with heritage brand names such as Brighton City Airport, the Dome Cinema, Worthing, the Majestic Cinema in King’s Lynn, Royal Cinemas rebrand in Sutton Coldfield, Sleep Hotel in Worthing (recently named in The Times as one of the best places to stay), and the National Federation of Sub Postmasters. Alongside this, I’ve secured a book deal with Amberley Publishing for my heritage architecture illustrations.
One thing I’ve learned is that brand guidelines, however beautifully designed, are useless if they sit gathering dust in a file.
Brands need to be lived. They need to be shared, used, and brought into every piece of communication. Today’s tools like Canva and Adobe Express make it easy to embed your brand colours, fonts, and assets into daily work. There’s no excuse for letting your brand fade.
And it’s not just visuals …
The people steering the brand matter just as much.
A committee made up only of long-time stalwarts may be deeply loyal, but without new perspectives, it risks locking the brand in the past. The most resilient heritage brands strike a balance, keeping the wisdom of long-term guardians while bringing in fresh voices to challenge and inspire. As Matthew Syed explains in Rebel Ideas, diversity of thought prevents stagnation and keeps ideas flowing.
But here’s the danger: it’s easy to be like Charles Handy’s frog, sitting in water that’s slowly heating up, not realising the threat until it’s too late. A brand can lose relevance quietly until one day, it’s gone.
Think of Woolworths, BHS, and Thomas Cook. Once trusted household names with decades of history. They didn’t all vanish overnight. They slowly lost relevance, connection, and appeal. Trust alone doesn’t guarantee success.
I understand that many heritage brands work to tight budgets.
That’s why my approach blends three disciplines: Chartered Marketer, graphic designer, and executive coach. I deliver results that work from the inside out, engaging stakeholders and building brands with staying power.
If your heritage brand feels pinned or stuck, it’s time to breathe life back into it. Let’s explore your story, uncover fresh opportunities, and create a plan to keep your brand timeless and trusted.
Book your free 35–45 minute Zoom consultation today. Use the pop-up form (prompt is on the bottom right, or our contact form to book) and I’ll send the link, we’ll talk through your brand’s challenges, and you’ll leave with practical next steps. Whether we work together or not, you’ll gain clarity and momentum.
