Legacy Marketing

How Family Businesses Can Thrive in the Digital Age

As part of our Radar Series, we explore current and future trends shaping our communities and businesses. This edition focuses on legacy marketing in the digital age, offering insights for family businesses aiming to build lasting connections in a rapidly evolving landscape.

The marketing world has evolved rapidly in the past decade. It is a new, digital age of scrolling ads and trending sound bytes, all catering to increasingly short attention spans. Reaching the customer in a meaningful way is more important than ever. Family businesses have the advantage of leveraging their rich history and ingrained values to speak to their customer base on a more personal level, leading to meaningful, lasting relationships.

Inflation and unchecked corporate greed are common and widespread, yet savvy consumers are now more informed and connected than ever before, sharing news and information instantaneously. Family businesses have the opportunity to market their familial charm and legacy to these smart and well-informed customers, but it requires a tailored approach. 

• Humanize Your Brand. Telling your family story allows you to connect with your customers in a unique way, separating you from competing brands and instilling life into a brand that may otherwise be meaningless to your customers. Share your story through social media, blogs, or website content. Authentic connection is the beginning of a lasting relationship with your customer. 
• Embrace Your Heritage. Tradition and time-honored practices hold undeniable value. Simply showcasing your longevity stating the number of years in operation, can convey to your audience the strength and quality of your business. Years of operation naturally foster trust. Highlighting the brand’s evolution while remaining rooted allows customers to feel confident investing their time, money, and trust in a brand that has withstood the test of time while evolving and growing.
• Personalize Your Approach. Family businesses have the opportunity to stand out in a sea of impersonal transactions. Whether using a customer’s name or putting in the effort to ensure customer satisfaction, small gestures can have a lasting impact. There is loyalty in customers who feel personally valued, leading to lifelong patrons. 
• Engage with the Community. Family businesses are often woven into the tapestry that is local culture and community. Family businesses can use this tradition to their advantage by engaging in local initiatives, sponsoring events, or collaborating with local businesses. This strengthens their reputation and leads to a loyal customer base with shared values and a sense of community.
• Embrace Emotion. Intentional branding can stir emotions, resonating with even the most discerning consumers. Understanding your brand, your customers, and your role in their lives is crucial for meaningful engagement. Utilize carefully crafted branding that establishes a profound connection between your brand and customers. Incorporate heartfelt messaging and evocative imagery that strikes an emotional chord with your audience.

In this era of fast-paced digital marketing, where trends come and go in the blink of an eye, it’s imperative for family businesses to hold onto what sets them apart: their unique stories and deep-rooted values. As the landscape continues to shift, embracing authenticity, heritage, and personal connection becomes not just a strategy, but a necessity. By humanizing your brand, embracing your heritage, personalizing your approach, engaging with your community, and tapping into the power of emotion, family businesses can not only survive but thrive in this dynamic marketplace. In a world inundated with impersonal transactions, it’s the genuine connections that endure, leaving a lasting legacy for generations to come.

To help family businesses navigate this digital landscape effectively, we selected brand and digital strategy experts, Whitepenny, a thought partner in our Advisory Network. Their expertise in storytelling and strategic positioning supports our mission of helping family businesses communicate their unique stories and values in the digital age. By leveraging these insights, family businesses can create impactful connections with their audience, ensuring a meaningful and lasting brand presence.

Reach out to our experts at DVFBC to learn more about how you can market your family business to reflect your values, your stories, and your brand.  We have many examples of how family businesses share their stories through books, videos, and more.