Chris Harrop OBE: the rising power of provenance branding

In an increasingly globalised world, where consumers have access to products from every corner of the planet, provenance branding has emerged as a significant differentiator for companies. This marketing strategy – where a brand emphasises the origin or source of their goods in order to appeal to consumers – offers substantial benefits to businesses and consumers alike.

In the UK, for example, the official Made in Britain Trademark is used by licensed manufacturers to show consumers and business partners that their products are truly of British provenance and have been produced according to ethical business standards.

Beyond its immediate commercial advantages, provenance branding also plays a crucial role in driving sustainable development, making it a powerful tool for businesses aiming to align with broader societal goals and tap into growing sustainable markets. 

Nationwide business research conducted in early 2024 finds a surge in Made in Britain Trademark recognition, as almost six in ten (57%) of businesses surveyed say they prefer to buy British-made products over alternatives imported from other countries.

Preference for British products has risen by more than 20% (21%) for businesses over the past year. The two key drivers of buying British sentiment among UK companies are “to help the British economy/support British jobs” (68%) and environmental reasons (62%).

For consumers, the survey also found that half of British consumers (50%) prefer to buy UK-manufactured products over alternatives imported from other countries. The research polled 1,000 UK companies and 2,000 British adults across the country in March.

Provenance branding: the benefits

• Differentiation in a crowded market: In markets flooded with similar products, provenance branding allows companies to stand out by offering something unique. The narrative of origin creates a sense of exclusivity and can justify a premium price, especially when the product’s origin is associated with superior quality, rare ingredients or specialised production methods.
• Trust and credibility: In an age where consumers are increasingly sceptical about corporate claims, provenance branding provides a powerful tool for building trust. When a product is transparently linked to a specific location known for its quality or traditional craftsmanship, it reassures consumers about the authenticity and integrity of what they are purchasing.
• Storytelling: Provenance provides a rich narrative that can be woven into a brand’s story. This storytelling aspect is particularly valuable in marketing and advertising, where emotional connections with consumers are key. A well-crafted provenance story can evoke a sense of nostalgia, pride, or cultural appreciation, deepening consumer engagement with the brand.
• Legal protection: Provenance branding often involves legal protections, such as geographical indications (GIs), which help companies safeguard their brand against counterfeiting and misuse. These protections ensure that only products genuinely originating from a specific place can use the associated name, preventing dilution of the brand’s value.

Culture and connection: why consumers respond

From a consumer perspective, provenance branding holds significant appeal on several levels. One of the primary reasons is the sense of quality assurance it provides. Many consumers associate certain regions with exceptional standards of production, whether it’s French wine, Swiss watches or Japanese sushi. By highlighting a product’s origin, provenance branding acts as a shorthand for quality, offering consumers a level of trust in the product they are purchasing.

In addition to quality, cultural and ethical considerations play an increasingly important role in consumer choices, particularly among younger buyers. Modern consumers are more conscious of the ethical implications of their purchases, seeking out products that align with their values, such as sustainability, fair trade or support for local communities. Provenance branding can address these concerns by emphasising the ethical practices and cultural heritage linked to a product’s origin, appealing to those who want to make socially responsible buying decisions.

Provenance branding also taps into the personal identity and lifestyle of consumers. For many, the products they choose reflect who they are or aspire to be. Provenance branded goods often carry a sense of prestige or cultural significance that resonates with the buyer’s self-image, making them even more desirable as symbols of status or personal values.

Competitive advantage through provenance branding

Provenance branding does more than just attract consumers; it can help a business carve out a lasting competitive edge in the marketplace.

• Brand loyalty and premium pricing: The trust and emotional connection built through provenance branding can foster strong brand loyalty, reducing the likelihood of customers switching to competitors. Additionally, the perceived higher value of provenance-branded products often allows companies to command premium prices, contributing to higher margins.
• Global market access: Provenance branding can open doors to global markets, where consumers seek out authentic, high-quality products from specific regions. For instance, the demand for Scotch whisky or Colombian coffee extends well beyond their home countries, driven by the global recognition of their quality linked to their origin.
• Sustainability and long-term viability: Provenance branding often involves sustainable practices that preserve the traditional methods and local ecosystems tied to the product’s origin. This not only meets consumer demand for sustainability but also ensures the long-term viability of the brand. As resources become scarcer and environmental concerns rise, companies that have integrated sustainable practices into their provenance story will be better positioned to thrive.

Contribution to Sustainable Development Goals (SDGs)

Provenance branding aligns closely with several Sustainable Development Goals (SDGs) set by the United Nations, particularly those related to responsible consumption and production (SDG 12), decent work and economic growth (SDG 8), and climate change (SDG 13).

By emphasising the origin of products, companies often commit to sustainable farming, fair trade practices, and the preservation of traditional methods that are environmentally friendly. This supports the responsible use of resources and contributes to the sustainability of the ecosystems involved in production. Provenance branding often involves supporting the local communities where the products originate. This can lead to job creation, better wages, and the preservation of cultural heritage, contributing to economic growth and social stability in these regions.

Furthermore, by educating consumers about the origins and the ethical practices behind a product, provenance branding encourages more thoughtful and responsible consumption. Consumers become more aware of the impact of their purchases and are more likely to choose products that align with sustainable and ethical values.

More than a marketing strategy

Provenance branding is far more than just a marketing strategy; it is a multifaceted approach to communicating that adds value to products, fosters trust with consumers, and drives competitive advantage. For companies, it offers a way to differentiate themselves in crowded markets, build strong brand loyalty, and command premium pricing.

For consumers, it provides assurance of quality, ethical production, and cultural authenticity. Moreover, in a world increasingly focused on sustainability, provenance branding contributes directly to achieving key Sustainable Development Goals, making it a vital tool for businesses committed to long-term success and positive societal impact.