Are You Managing a Legacy Brand?
If so, it probably needs your attention.
If your organization has been operational for more than 20-25 years, have you considered that you might be managing a legacy brand?
A legacy brand is typically defined as a brand that has existed for a few decades, serving multiple generations as a staple of its industry. Legacy brands bring lasting value and quality to their products or services, ensuring that the brand remains relevant throughout the years.
In my work, I’ve found that nonprofits typically have the longevity to become a legacy brand, whereas most small businesses don’t meet that milestone of time (it’s a sad, but true, small business statistic).
In working with dozens of nonprofits over the years, especially faith-based nonprofits, I’ve witnessed the struggle many of you experience of how to maintain relevancy as a brand without compromising the values on which your brand was founded so many years ago.
I want to share two articles that might be helpful as you consider legacy brands and how that concept may impact your organization. While these articles specifically reference businesses, the concepts still apply to nonprofits.
Forbes: What Legacy Brands Can Teach Business Leaders
An excerpt from the Forbes article:
"Legacy brands are adept at finding the delicate balance between the way things are typically done and the way forward. While holding steadfast to the foundational principles that define the brand, they also understand the importance of adapting to changing times and evolving to meet customer needs and expectations.
This balance requires a commitment to continuous improvement, staying current with industry trends and embracing innovation without losing sight of the brand’s core identity."
It can be challenging as a nonprofit to invest time and resources into monitoring industry trends and evolving the organization’s brand as times change. This is largely due to a gap in funds and bandwidth—where few people tend to wear many hats in order to keep a nonprofit functioning.
Due to this, I’ve often seen nonprofit brands that weren’t actively managing until their leadership realized it was too late. In some cases, I worked with those organizations to start over once it was clear that their current brand had lost value. In other cases, it took a bit of effort and time to reinvigorate an existing brand and bring it back to life.
Here’s your takeaway: Don’t take your organization’s longevity for granted. A prior audience may have known your brand very well, but that historical context doesn’t guarantee that the next generation will find the same value in your brand. If you want your brand to withstand the test of time, it will require careful and constant management to ensure it continues maintaining relevance for each new generation.
AdWeek: Legacy Brands Don’t Need a Rebrand—They Need a Reintroduction
An excerpt from the AdWeek article:
"In a world where heritage brands have spent decades earning household‑name status, the real challenge isn’t awareness. It’s relevance. Consumers aren’t just choosing between companies or products—they’re choosing identities and lifestyles.
And for legacy brands, the story people think they know can become the biggest barrier to growth. That’s why legacy brands need a reintroduction, not a rebrand."
The article’s concept of reintroducing legacy brands to a new audience is sound—and a challenging task. Don’t let your legacy brand operate on auto-pilot and be in danger of becoming irrelevant. Consistently evaluate the brand to identify where it makes sense to show up, or participate, in current culture. To be known, your brand needs to be seen and experienced.
Here’s your takeaway: A brand that’s relevant is a brand with staying power. The key to being relevant is not watching your audience from the sidelines. It’s understanding your target audience really well, then showing up where they are so they can experience your brand.
If this concept of legacy branding resonates with you but you’re unsure about how to adjust your organization’s brand strategy to account for it, I’d love to chat with you.