The art of branding for family businesses
Multi-generational family businesses, husbands and wives in business, sisters or brothers… no matter the precise recipe of your family business, one thing’s for sure: family businesses have a special place in the hearts and minds of consumers, carrying a rich tapestry of stories and emotional nuance which are of enormous commercial value. Capitalising upon these stories, while balancing strategic objectives, is precisely what a strong brand identity will do, enabling you to connect with customers with far greater ease.
In this piece, we explore how branding - or rebranding - family businesses requires a unique approach, sensitivity and, often, a good dose of diplomacy to boot.
Shall we begin?
“The role of the brand identity of any family business is to capitalise upon the story, capturing that of the founders and rising generation to reflect both heritage and ambition”
Tell any consumer that a business is family-founded, and you’ll immediately endear them. There’s something wonderfully comforting about the notion of a family business, conjuring up cosy images of father and son working side by side, learning precious skills and preserving the family trade. The reality is often somewhat more fraught, but the strength of the story persists, and is an enormously valuable asset when it comes to garnering emotional investment from your customer.
Rising above the politics
There’s no two ways about it: family businesses can be more emotionally charged than your conventional set up. Decisions are frequently based on factors which run deeper than pure commerciality - especially so in multi generational businesses when the often conflicting views of those involved can muddy the waters. Which brings me to the first crucial factor for consideration:
Define the brand messaging
The truly wonderful thing about family businesses is that they are built upon passion, sincerity and a steadfast commitment to deliver their best - values which are instilled into the younger generation. It’s often challenging for those within the business to identify the brand story as it is woven so tightly into the fabric of their lives, but stories of children growing up within the context of the business which put food on the table is unfailingly endearing. Defining the brand messaging requires equal focus on the heritage of the company and the future ambition, ensuring that you are not only respecting and celebrating the roots of the company, but securing its future success too. Marrying the origin story with a commercial vision which serves the rising generation is crucial to success, and will define the way in which a family founded brand communicates with its audience.
The visual identity
There’s little I love more than creating brand identities for family businesses as there is so much good stuff to draw upon. Visually, a sense of warmth and robustness is almost always appropriate, alongside gorgeous photography which speak of authenticity. Language is conversational, engaging and perhaps more relaxed, inviting your audience to ease into your company. Giving yourself permission to really embrace the authenticity of those involved is key here - writing from the heart, yet in an appropriate manner - builds trust, connection and familiarity.
Case studies
Falconhurst Estate
Falconhurst is a family-run estate situated in the High Weald of Kent. Across 700 acres, the estate has a thriving Farm Shop, pretty walled gardens, organic dairy farm, historic holiday accommodation and a busy calendar of supper clubs, weddings and private events. Falconhurst was created by John Chetwynd Talbot in 1852 and is now run by Charles Talbot and his son Dan, with other family members running the gardens and farm shop.
Balancing heritage with a modern view, the Falconhurst brand is both established yet relaxed. Warm colours, rich photography and plenty of hand illustrated detail create a mood which is evocative of traditional country estates, yet informal and welcoming. Considered, elegant and from the heart, the tonality of the brand retains dignity whilst feeling personable, relatable and engaging… the true embodiment of a classic English estate. A library of beautiful imagery depicts the family tending to the gardens, land and buildings, while their golden retriever Lulu loiters in the background. I challenge you to find anything more idyllic. Falconhurst.co.uk
Topfoto
Topfoto is a remarkable historical picture archive and agency. Founded in 1927, Topfoto is an independent, family-owned business now in its third generation, holding one of the most significant privately owned photographic archives in Europe. With a remit to collect the world’s stories, Topfoto is devoted to preserving and sharing culturally and historically significant imagery, helping their clients to communicate more powerfully by supplying them with the images they need to bring their narrative to life. Now under the guardianship of Flora Smith, ably assisted by a team which includes her stepson Ioan, Topfoto is defined by a vast legacy and pioneering spirit that embraces both its impressive heritage and trailblazing spirit. Warm, characterful aesthetics are pared with deeply engaging photography which showcases the devotion and passion of the team. Keen to balance heritage with their pioneering spirit, the brand style embraces classic aesthetics and imagery which celebrates the expertise of their team, capitalising upon the family story. topfoto.co.uk
Sunday’s Daughter
Founded by husband and wife team Rachael and Anthony Howard, Sunday’s Daughter is a beautiful online gifting business, creating personalised gifts from their countryside story. Unlike Falconhurst and Topfoto, Sunday’s Daughters’ story is a more modern one, but nonetheless keen to embrace their family roots. Originally named Owl & Otter, Ditto were engaged to create a fresh name and brand identity to reflect the couple’s vision for the future of the business. The name ‘Sunday’s Daughter’ was inspired by Rachael and Anthony’s daughter, Evie - their very own sunday’s daughter. By celebrating their roots as a family business, this wonderful couple were given the confidence to own their identity with greater confidence, dropping the faceless facade and communicating with greater heart. sundaysdaughter.com
Final thoughts
Branding or rebranding a family business certainly presents a unique set of challenges. From uniting the views of differing generations to understanding that business decisions often have an emotive undertone to them, family businesses require a sensitive approach in order to execute them well. It’s so important to bring both objectivity and empathy, and an understanding that while the overarching goal is shared by all involved, competing politics around succession and family dynamics can be a real barrier to arriving at a clear commercial vision.
However, time and time again we have found that those who have the confidence to take ownership of their story, and showcase the passion and devotion that they bring to their brand, are rewarded with a more emotionally invested audience whose loyalty is priceless.
If you’re running a family business and are considering a rebrand, we would be so delighted to help. Please get in touch to discuss your project.
