5 brands with an authentic heritage

A strong back story adds gravitas to brands' stories and can help engage and retain customers. Here are 5 companies that do it well. What companies do you think do it well? Please post your comment below.

1. Making a glass jar a famous brand

A simple glass storage jar that has been loved by generations of cooks, makes best use of it's heritage that stretches back to the 19th century. Kilner jars are simple but well designed and incredibly effective. They look good in any kitchen and have been much copied but the original is the best. Bringing brand experience up to the minute, their website has lots of engaging content and a club for lovers of the product.

2. Brand fuelled by heritage and innovation

MSR was established in 1969 but it was the introduction of their innovative camping stove, the MSR WhisperLite that really put them on the map. It was a category changer and MSR are still regarded in the outdoor sector as the best manufacturer of stoves, because those that use them love them. Their timeline on their website tells their history and development of the stove in an engaging and informative manner that reinforces brand values in customers' minds.

3. Faber and Faber

Perhaps the most famous independent publishing house in the world, Faber and Faber, the home of TS Eliot, does not rest on its laurels. It still publishes in print of course but embraces ebooks and has taken the next step in cementing long-term customer loyalty with Faber Members. It's free to join and brings book discounts, special editions only available to members and a range of courses from the Faber Academy in London or some online, for members only too. Their Soundcloud page is tremendous - you cam even listed to Eliot reciting The Wasteland. I can't imagine the word brand bandied about at Faber willy nilly but they are undoubtedly, very good at developing their unique brand whist being true to its heritage.

4. Ordnance Survey

OS started life in the 18th century, mapping the UK for the military, especially after the Jacobite Rebellion in 1745. Today, whilst it's website is not the best looking, it has extended its services for the digital age. Their beautiful and eminently practical maps are still loved by outdoor enthusiasts and available in printed versions but usage has been extended with digital options. Customers can now buy versions for use on their mobile phone, sat nav or PC/Mac. It means that you can specify the area you want the map to cover rather than the set maps in print. With PC/Mac you can also print your maps out if you still prefer to use a paper version.

5. Carr's Table Water Crackers

Is there anything as versatile as a Carr's Table Water Cracker? Eat them on their own, with butter, salmon, in fact they work with most foods. The company can trace it's history back to 1831 when Jonathan Carr founded the business in 1831 in Carlisle, UK. Now owned by United Biscuits (UK), the crackers are still produced in Carlisle. Recently, the brand has been extended with a range of variations such as Cheese Melts and Poppy and Sesame variations.The strong packaging still represents it's authentic heritage complete with Royal Warrant.

How brand promise can be damaged by third parties and how to avoid

Lots of companies work with third parties to deliver a brand promise. Here's an experience of how it can go horribly wrong and how the pitfalls can be avoided.

Mentioning no names
This is about a global distribution company, no names mentioned but they have brown livery, retro vehicles and a gold logo.If you still haven't got it, its U**. It was all so straightforward to start with. I sold concert tickets on StubHub, printed out the delivery label of their distribution partner, U**, checked on the shipper's site for the nearest drop-off point and took my package to the point.

Poor service
The drop-off point was not a U** operation. They provide a lot of locations run by independent businesses so customers never have to travel far. It's a great idea. When I arrived, there was no U** branding on site but  I asked to send my package - not much response for the from the sales person who continued to serve other customers in the convenience store whilst dealing with me. After several minutes of  failed attempts to scan the package, I was handed a receipt. I thought no more off it and thought that was that.

Lack of information
The package had not arrived several days later. Trying to track with the receipt I had been given, U**s website couldn't help. It would only track with the code on the package which maddingly, I had not kept a note of. Calls, emails, Tweets to StubHub were responded to but with no hard information from U**. Over a week later, StubHub were able to confirm the that the package had not been delivered because it hadn't been scanned properly at the drop-off point and had not got on U**s system so it wasn't delivered.

Getting it right
Thinking about my experience, companies who sub-contract part of their service should do the following to make sure their brand promise is always delivered:

• Only partner with companies who share share your outlook e.g. great customer service values
• Make sure staff in the partner companies are properly trained and understand the customer service levels expected.
• Make your brand visible in the partner's operation e.g. sticker in window
• Encourage customer feedback of how the partner performs - I haven't been asked.
• Resolve customer concerns quickly - U** didn't