Introduction: Why Brand Legacy Matters
Every business dreams of creating a legacy—something that not only endures but also resonates with customers across generations. Yet, brand longevity doesn’t happen by accident. It requires a clear vision, unwavering commitment, and a connection with consumers that goes beyond simple transactions. In the competitive landscape of Western Canada, some companies have achieved this distinction, becoming household names synonymous with quality, trust, and innovation. So, how do these companies create a brand that stands the test of time?
In this blog, we’ll explore the concept of brand legacy by looking at five iconic Western Canadian brands. Through their stories, we’ll uncover key strategies that can help any business lay the foundation for lasting success.
Understanding Brand Legacy—Why It Matters
What is brand legacy? At its core, brand legacy is the lasting impact a brand makes, not only in its own industry but also in the hearts of its customers and community. A brand legacy often begins with an authentic mission and develops over time as the brand consistently delivers on its promises. Why is it important? Because a well-established brand legacy attracts loyal customers, garners respect, and remains resilient in changing markets.
A strong brand legacy is not only about making a profit; it’s about creating value that resonates long-term. Brands that succeed in building this legacy become woven into the cultural fabric of their regions and, often, beyond. Let’s dive into five Western Canadian brands that exemplify this enduring impact.
Five Western Canadian Brands with Lasting Legacies
These brands have navigated the challenges of growing and evolving, while staying true to their core values, enabling them to build strong, memorable identities that have lasted generations.
Roots at Brookfield Place in Toronto (Image: Dustin Fuhs)
Roots Canada—Building a Canadian Identity Through Storytelling
Few brands are as closely tied to Canadian identity as Roots Canada. Founded in 1973, Roots was born out of a love for Canada’s wilderness and natural beauty, and it has since become iconic for its high-quality leather goods and cozy sweats. Roots doesn’t just sell clothing; it sells a vision of Canada as a place of exploration and connection with nature.
The key to Roots’ success? Storytelling. By grounding its brand in the imagery of Canadian landscapes and a commitment to quality, Roots has built a legacy that resonates deeply with Canadians and beyond. Their iconic beaver logo and relaxed, rustic aesthetics speak to a shared national pride. For brands looking to build a legacy, creating a narrative that speaks to a collective identity can be incredibly powerful.
Lululemon—Creating a Lifestyle Brand with Authentic Community Values
Since its founding in 1998 in Vancouver, Lululemon has redefined the activewear market, becoming a global leader by aligning with the values of fitness, wellness, and mindfulness. Lululemon didn’t just create a brand; it created a movement. Through yoga classes, wellness events, and community-based store experiences, Lululemon has fostered a sense of belonging that transcends clothing.
Authenticity and community engagement are at the heart of Lululemon’s brand legacy. By connecting with consumers on a personal level, the brand has built loyalty that many larger competitors envy. This demonstrates that legacy brands are not just transactional—they engage customers in experiences and values that align with their lifestyles.
Canfor—Innovative Practices and Environmental Stewardship in Forest Products
Founded over 80 years ago, Canfor has grown to become one of Canada’s largest forest product companies. Operating in an industry with significant environmental impacts, Canfor has embraced sustainability as a core value, setting standards for responsible forestry and innovative wood products. Canfor’s commitment to minimizing environmental impact and prioritizing renewable resources has become a defining aspect of its legacy.
By championing innovation and environmental stewardship, Canfor has built a brand that’s trusted and respected. They demonstrate that a brand’s legacy can be greatly strengthened by addressing global challenges, particularly in industries where environmental impact is a key concern. Brands looking to establish a long-term presence can take a page from Canfor’s book by considering how to be pioneers in sustainable practices within their own industries.
Rocky Mountaineer—Delivering World-Class Experiences with a Local Twist
The Rocky Mountaineer rail service, known for its breathtaking scenic journeys through the Canadian Rockies, has become synonymous with Canadian luxury travel. Since its establishment in 1990, Rocky Mountaineer has built a reputation for offering one-of-a-kind experiences that highlight the beauty and heritage of Western Canada.
Rocky Mountaineer’s legacy is built on its commitment to unforgettable experiences. By focusing on delivering exceptional service, storytelling, and attention to detail, Rocky Mountaineer has created a brand that appeals to both locals and tourists alike. Their success shows that legacy brands often go beyond products—they deliver meaningful experiences that create lifelong memories and a deep brand connection.
London Drugs—Customer-Centric Innovation in Retail
London Drugs is a staple in Western Canada, beloved for its diverse product offerings, from health and beauty to tech and pharmaceuticals. Established in 1945, London Drugs has grown by constantly adapting to meet changing consumer needs, investing in tech solutions, and focusing on customer-centric service. Its emphasis on accessibility and community engagement sets it apart from larger chain stores.
Adaptability and customer focus have been key to London Drugs’ brand legacy. By understanding the needs of local communities and offering more than just retail transactions, London Drugs has created a loyal customer base that feels valued. This showcases the importance of local relevance and the willingness to innovate within a brand legacy.
Building a Legacy: 5 Steps Every Business Should Take
Each of these brands provides lessons that businesses of any size can apply. Here’s how to start building your own brand legacy:
Prioritize Authenticity: Be true to your brand values, and create genuine connections with your audience. Consumers can sense authenticity and will be more likely to support a brand that aligns with their own values.
Commit to Innovation: Evolve with industry changes while staying true to your core identity. Legacy brands like Lululemon and Canfor have kept pace with changes, adapting and innovating without losing sight of what makes them unique.
Foster Community Engagement: Create a loyal community around your brand by aligning with values that matter to your customers. From Lululemon’s wellness events to London Drugs’ local focus, community engagement strengthens brand loyalty.
Embrace Sustainability: Addressing environmental and social concerns shows responsibility and resonates with modern consumers who prioritize brands that care. Canfor exemplifies how a brand can build respect through sustainable practices.
Cultivate a Long-Term Vision: Plan beyond short-term profits. Companies like Roots and Rocky Mountaineer have succeeded by thinking long-term, creating experiences and products that stand the test of time.
Crafting Your Own Brand Legacy
Building a brand legacy takes time, commitment, and strategic planning. Each of these Western Canadian brands demonstrates that a true legacy goes beyond business; it requires cultivating a deep connection with customers, staying adaptable, and leading with values. While building a legacy might not yield immediate rewards, the investment pays off by creating a brand that endures in people’s lives and memories.
Now, ask yourself: What steps can you take today to start building a legacy for your brand? Whether it’s reinforcing your core values, connecting more deeply with your community, or setting ambitious goals for the future, the journey toward a lasting legacy starts now.