Cultural Heritage Branding

While at IKEA today, one of their in-store poster caught my attention.🧐It told the story of craftspeople from the central part of 🇸🇪 Sweden, Dalarna. They have been carving 🪵wooden horses the same way it has been done for over 400 years. The region’s love for folk music 🎶 is very much alive. Honouring rich old traditions is part of the Swedish culture.

I simply love how IKEA tells its story by constantly linking its brand to its Swedish cultural roots. The Swedish are known to live in harmony with nature. They are very calm, collected and kind. You will find all of these cultural values have been mindfully incorporated into IKEA’s branding. This is exactly one of the main reasons why IKEA is uniquely authentic.

A key component of mindful branding is authenticity. This can be achieved in two ways:

✅ Being true to our own values, personality and spirit and ensuring these are exported to our product/service branding.

✅ Not being afraid to incorporate our cultural heritage in our branding. Increasingly, global consumers are leaning more towards brands which are culturally authentic because they feel connected to other cultural traditions.

What are your thoughts on building brand authenticity by using cultural heritage? 😊

Image courtesy of Visit Sweden – sourced from