To implement heritage into the brand identity of Santiago rum I need to create a back story which can re-inforce the brand and give character to the product. As I have chosen for Santiago to be Cuban, I can intertwine the backstory with important cuban culture. Associating the brand with important historical events will give a sense of credibility. The cuban revolution is the most iconic historical event which surrounds Cuba as well as Cuba's current political state (Communist Country). The political state of Cuba can be a topic that the brand has strong views on. Research has pointed out that a brand that stands for something can add character to the brand identity. This is most apparent with Jack Daniels which promotes 'traditionally' throughout their adverts swell as constant associations with freedom in the USA and the declaration of independence.
It is generally a shared view that Communism has not helped the people of Cuba. Santiago rum can be partnered in association with the ADC (accion democratico cubano) which helps towards a more democratic society in Cuba.
Story A
The business was started when a room of rum barrels was round in a building that collapsed during the revolution which took place in Santiago de Cuba which took place July 26, 1953 – January 1, 1959. The barrels belonged to a revolutionist. Santiago rums master blenders used these lost barrels to mix and match to make a unique blended rum with traditional cuban spices as found in the tasting notes of the revolutionist. The rum is thus blended as it was intended by its original master blender. This makes Santiago rum a truly authentic, traditional cuban rum that was drank by the cuban rebels during the revolution.
Story B
The founder of the company took part in the cuban revolution and supplied rum to the rebels, earning the title 'the rebels rum'. The business was then seized by the government after revolution until 2008 when laws allowing private companies was changed. This allowed the founders sons to get back to the family business using the founders rum notes to recreate an authentic cuban rum.
