Brands that became famous and beloved in the last half of the 20th century and are still around today are called legacy brands. Many Boomers and GenXers grew up loving these brands and have fond memories. Legacy brands also make up a large portion of well-established companies in the B2B space.

With Millennials entering their prime spending years and Gen Z coming up behind them, legacy brands are finding that their products and services aren’t always relevant to younger customers. It’s getting harder to fill seats, sling burgers or sell tickets to a group that doesn’t know what the brand is about.

If your legacy or heritage brand isn’t getting noticed by those under 40, it may be time to reintroduce your brand to the marketplace. Say “hi” to your tried and true customers (Boomers and Gen X) and remind them you’re still here but say “hello” to Millennials and Gen Z. This is not a rebrand or a refresh. It’s looking at what made you great for the last 50, 60, 70+ years, and how it’s relevant to today’s crowd. Dive in with us as we take you through 7 key points to consider to reintroduce your brand. 


1. Understand your brand’s heritage:

Start by delving into the history and values of your brand. What made people love it in the past? What did you build your brand on that people loved and were raving fans? What elements of your brand’s legacy are still relevant today? Understanding these aspects will guide your reintroduction strategy.

2. Define your audience:

Identify who your target audience is. Keep in mind that you are not alienating those loyal customers who remember your brand from the past and are your biggest fans, but identifying younger audiences to grow with. Understanding your audience will help tailor your messaging. Know what resonates with Millennials and Gen Z and how your offerings meet their needs...

3. Freshen up your value proposition:

Staying true to your brand’s roots holds value. Instead of chasing trends, embrace what has made you beloved for so long. Ask yourself, what about our current value proposition aligns with the younger audiences and how are we solving our customer’s pain points today in a way that the competition doesn’t?

4. Update your brand image:

While it’s essential to honor your brand’s heritage, it’s also important to update its image to appeal to a new generation of consumers. This could involve refreshing your logo, packaging, and overall visual identity while retaining key elements that reflect your brand’s history.

5. Don’t start a rebrand:

This does not have to be a rebrand but simply some slight refinements that make your legacy brand feel fresh. For some heritage brands, the timeless feel that is an integral part to the brand just should not be messed with so understand where your visual brand stands. Longtime fans may have very strong opinions about their beloved brand changing a logo they have come to love. Typically, we don’t advise heritage brands with long-standing and distinctive visual brand systems to rebrand. But that doesn’t mean you can’t have a little refresh.

6. Modernize products or services:

Evaluate your product or service offerings and determine if any updates or innovations are necessary to meet the needs and preferences of Millennials and Gen Z. Explore the flavors, fashions and favorites of these younger audiences and how to incorporate them into your menu.

7. Level up the brand experience:

Leverage social media, events, and other marketing channels like Tik Tok for example, to engage with your audience and generate excitement around your brand reintroduction. Incorporate branded merch that feels authentic to younger customers so they become super fans and spread the good word. Consider partnering with influencers, other brands, or organizations that align with your brand values to get noticed by those under 40. Collaborations can help expand your reach and reintroduce your brand. And just a little hint…these younger folks love a good collab!

By following these steps and staying true to your brand’s heritage while embracing modernization, you can successfully reintroduce your heritage brand and capture the hearts of both loyal customers and new audiences. Start by being authentic and sharing what’s made you great for the last century and then say “hello.”


Feeling like your brand needs to learn how to say hello to Millennials or Gen Z? Grab a spot on our calendar to schedule a free 30-minute consultation.