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Updated: November 3, 2025 Ask ACE

Ask ACE: How do we make sure a family brand is part of the legacy?

By Dennis Boyle, Seacoast Sales Solutions

Q: Our family business is heading into its second generation. How do we make sure a family brand is part of the legacy?

ACE advises: Family businesses have a natural edge in loyalty, embodying stability, tradition and authenticity. To sustain it, they must pair enduring values with openness to change.

1. Lead with core values: Generational loyalty starts with a clear purpose. Customers connect not just with what a business sells, but what it stands for. Sharing the family story — through branding, interactions, and community involvement — builds trust that often carries to the next generation.

For example, Estabrook’s Nursery of Yarmouth, this year’s winner of the 2025 Institute for Family-Owned Business Geiger Environmental Leadership Award, recently navigated a successful generational transition. According to Tom Estabrook, “sustainable gardening has always been an Estabrook’s core value.” Its new 55,000-square-foot greenhouse in Pownal “began as a napkin sketch as far back as 1994.”

At the time, the business wasn’t large enough to pursue the idea. The family instead focused on expanding its Maine footprint while serving as a steward of the land, the environment and community health. It developed goodwill through community investment and as a positive, reliable community presence.

Both current and earlier generations helped shape the company’s values and plans; 30 years of family continuity in operations and ownership advanced the project from a napkin sketch to the grand opening.

2. Stay consistent, yet adaptable. Long-term loyalty relies on consistent quality and service, while evolving to meet modern expectations — through updated products, sustainability or digital tools — keeps tradition alive.

3. Pass the torch. Involving younger family members keeps the business relevant and grounded in its heritage. Their perspectives bring innovation while honoring past commitments. Customers value seeing familiar names and faces remain part of the story — it reaffirms the trust built over generations.

4. A legacy of loyalty. Brand loyalty over generations grows from consistent values, adaptability and authentic relationships. A family business that honors its past while embracing the future builds not just customers — but a lasting legacy.

ACE member Dennis Boyle is president of Seacoast Sales Solutions. His firm serves small to medium sized businesses by building sales systems and sales infrastructure so they can grow their topline revenue. He can be reached at dboyle@salesxceleration.com

About ACE

The Association for Consulting Expertise (ACE) is a nonprofit association of independent consultants who value “success through collaboration.” The public is welcome to attend its regular meetings to share best practices and engage with industry experts. For more information go to www.consultexpertise.com.

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