What Tomb Raider Can Teach Makers About Marketing in 2025

Lara Croft isn’t just a video game character. She’s a pop culture icon, a brand in her own right, and a case study in creative marketing that spans nearly three decades.

If you’re a maker, designer, or small creative business owner, you don’t need a blockbuster budget to build a memorable brand. Lara’s journey offers plenty of insight.

From her breakout in the 90s to multiple reboots and cultural shifts, there’s a lot to take away about staying relevant, building trust, and making your story matter. So here’s what I call...

✨ Lessons from Lara

Marketing tips for makers who want to reboot their brand in 2025.

🧗‍♀️ Nostalgia Is Your Friend

Your backstory is part of your magic. Whether you started with a market stall or late-night kitchen sessions, your origin story helps people feel more connected to your brand. Sharing those early moments makes your audience part of your journey.

Try this: Post a “how it started vs how it’s going” moment. Create a timeline on your website, or bring back an old product and reflect on its evolution in your next newsletter.

🧗‍♀️ Evolve with Changing Norms

Lara Croft’s tone and visual identity have changed a lot over the years. That’s not a weakness — it’s smart brand strategy. As expectations change, so should your language, design, and message. Growth means letting go of what no longer fits.

Try this: Set aside time every season to review your visuals and copy. Ask yourself if your brand still reflects your values and feels in tune with your audience.

🧗‍♀️ Build a Legacy Through Consistent Storytelling

Even through dramatic redesigns and reboots, the core of Lara’s character has remained strong. She’s curious, brave, and determined. That kind of consistency creates recognition. Makers benefit from the same clarity — what’s the thread that ties your work together?

Try this: Identify your signature. It might be your colour palette, the mood of your photos, or a recurring message in your captions. Make sure it shows up again and again.

👎 What not to copy from Lara

Lessons to leave in the past

🚫 Objectifying Imagery

Some of Lara’s early appearances leaned too heavily on stereotypes. They haven’t aged well. As a maker, you don’t need gimmicks. The work you create is enough. Focus on visuals and messaging that reflect your values and welcome a diverse audience.

Try this instead: Showcase your work in real-life moments. Share customer photos, show yourself making things, and use inclusive imagery wherever possible.

🚫 Over-Saturation Without Strategic Focus

At one point, Lara’s brand was stretched across everything from energy drinks to car ads. That kind of exposure doesn’t always equal connection. As a small business owner, your time and energy are valuable. Choose quality over quantity.

Try this: Look at which platforms give you the most traction or joy. Focus your efforts there instead of trying to be everywhere at once.

🚫 Surface-Level Engagement

Marketing is about building relationships, not just shouting into the void. Lara’s best moments came when fans could explore her world, not just see a static image. The example billboard from a recent launch below is a great example! Makers need that too — content that invites, includes, and sparks conversation.

Try this: Could your next product launch include behind-the-scenes footage, a poll to choose a colourway, or a shoutout to a loyal customer? Get creative with how you involve people.

Final Thoughts

You don’t have to be a global icon to build a lasting brand. You just need a clear message, a strong sense of self, and the courage to evolve.

Lara Croft shows us how powerful storytelling, smart strategy, and adaptability can be. If you’re ready to reboot your own brand and want a fresh pair of eyes to help guide the way, I’d love to help.

Need clarity? Let’s talk about your brand.