For holding companies and family businesses, balancing the preservation of a rich legacy with adapting to modern business realities is both a challenge and an opportunity. At Brand Lounge, we deeply understand this tension.
Through partnerships with some of the Gulf region’s most respected holding companies and family businesses, we’ve developed strategies to transform legacy into a framework for sustainable growth and competitive differentiation.
When we work with these organizations, one concern always arises: “How can we protect our brand history while future-proofing our business?” The good news is that it’s not about starting over. Instead, your accumulated knowledge, experience, and brand equity are unique assets that can propel your business forward.
Here, we share lessons learned from our experiences and examples of successful transformations to help you embrace this evolution.
The Legacy Differentiator
Legacy is far from a constraint, it’s a strength. However, leveraging it effectively requires careful thought. Consider Twitter’s rebrand to “X” or Jaguar’s recent polarizing rebrand, both examples of underestimating the power of heritage and the trust it fosters. Brands that thrive recognize the importance of honoring their history while aligning with modern expectations.
Your brand’s story is its greatest asset. Customers connect with authenticity, particularly in the Gulf region, where economic growth and cultural identity are deeply intertwined. When developing a brand strategy for family businesses or holding companies, we always return to their origins and story.
For many family businesses, this story began decades ago, driven by founders whose vision still resonates. Harnessing this narrative as part of your strategy creates a compelling foundation for growth.
The Stanley Story: Reinventing Legacy
Founded in 1913, Stanley became synonymous with durable thermal products. By the early 2000s, however, the brand struggled to stay relevant. A thoughtful reinvention strategy propelled Stanley back into the spotlight. Here’s how:
Lean into Legacy: Stanley leaned into its history of durability and quality, positioning these traits as assets in an age of disposable products.
Brand Insight: Customers value authenticity and authenticity builds trust. Honor your history to create trust and loyalty.
Modernize Thoughtfully: By introducing modern designs and colors, Stanley appealed to younger consumers while retaining its rugged identity.
Brand Insight: Update your aesthetics without losing what makes you unique.
Align with Emerging Values: Stanley positioned its products as sustainable alternatives to single-use items, aligning with the growing consumer demand for eco-friendly solutions.
Brand Insight: Identify trends that align naturally with your brand’s strengths.
Engage Communities: Stanley’s success in fostering a loyal customer base through social media and user-generated content highlighted the importance of connection.
Brand Insight: Foster deeper connections by turning customers into brand advocates.
Through these strategies, Stanley grew its sales from $70 million in 2016 to over $750 million in 2022, illustrating how legacy brands can thrive when they evolve strategically.
Regional Inspiration: Al Baik
Closer to home, Al Baik exemplifies the balance of tradition and innovation. Established in 1974, this Saudi fast-food icon built its reputation on quality and affordability. As it expanded, Al Baik faced challenges familiar to many legacy brands:
Measured Growth: Al Baik expanded cautiously within Saudi Arabia, ensuring that new locations met its quality standards. This approach preserved its reputation while growing its reach.
Brand Insight: Growth should never come at the expense of quality.
Innovate Within Tradition: New menu items like healthier grilled options stayed true to Al Baik’s flavor profile.
Brand Insight: Innovation works best when it complements, rather than replaces, core offerings.
Blend Technology with Humanity: Technology improved operational efficiency, but the brand’s human-centered service remained intact.
Brand Insight: Use technology to amplify, not overshadow the human experience.
Al Baik has expanded to over 100 locations and entered other markets like Bahrain and the UAE, and maintained its cultural relevance and loyal customer base.
AIMS Holding: Growth with Purpose
AIMS Holding, a family-run investment group established in 1933, exemplifies how legacy brands can achieve sustained growth by aligning heritage with modern strategy. When AIMS partnered with Brand Lounge, they faced a critical question: How can they diversify and modernize their portfolio without diluting their brand’s core?
Our Approach
Refining Brand Architecture: We developed a cohesive brand structure to ensure AIMS’s diverse investments complemented their master brand, strengthening rather than fragmenting their identity.
Refreshing Visual Identity: The AIMS logo and brand identity were updated to appeal to modern audiences while retaining key elements that resonated with their legacy.
Strategic Storytelling: AIMS leaned into its history of quality and trust, using it as a differentiator in communications and marketing efforts.
With a renewed strategic vision and modernized brand, AIMS demonstrated that honoring heritage while embracing change creates a measurable impact. This is a testament to the power of a thoughtful, strategic approach: evolving without erasing.
Key Insights for Holding Companies
From global brands like Stanley to regional icons like Al Baik and AIMS Holding, successful legacy brands follow similar principles:
- Understand Your Core Values
- Understand what sets your brand apart. These values will anchor your evolution.
- Understand what sets your brand apart. These values will anchor your evolution.
- Evolve Gradually
- Change is most effective when introduced gradually, allowing stakeholders to adapt while maintaining trust and stability.
- Modernize Your Brand Image and Voice
- Update visuals and messaging to align with contemporary expectations without losing familiarity, while retaining elements that resonate with your legacy.
- Leverage Technology Strategically
- Use digital tools to enhance efficiency and customer experience, not replace what makes your brand human.
- Build Emotional Connections
- Foster loyalty by creating a sense of community around your brand.
- Connect with younger demographics by sharing your story through platforms that resonate with them.
- Stay Authentic
- Customers value brands that remain true to their roots while adapting to modern times.
Looking Ahead
For holding companies and family businesses, the future is as much about honoring the past as it is about embracing change. Your brand’s legacy is not a relic, it’s a foundation for growth, a story that can inspire trust, and a differentiator in a crowded marketplace.
At Brand Lounge, we specialize in helping legacy brands navigate this journey with confidence. By aligning your heritage with modern strategies, we empower you to build a future that honors the past while embracing new opportunities.
Ready to turn your brand’s legacy into a strategic differentiator? Let’s talk. Reach out to us today.
