Seasonal branding is a successful marketing strategy used by most businesses. Whether you are providing a service or selling a product, tweaking your brand to embrace a season or holiday can help increase your profits, build customer loyalty, and strengthen your company’s identity.
What Is Seasonal Branding?
Seasonal branding is an extension of general branding. While general branding represents the essence of your business, seasonal branding consists of modifications to fit certain seasons by acknowledging relevant dates throughout the year and capitalizing on them. By adding a seasonal twist, you are creating new ways for your audience to engage with your business. Some examples of seasonal branding include:
- Updating your logo by changing the color or adding a seasonal icon
- Applying a color palette to your website or print materials based on color psychology
- Incorporating seasonal imagery on your website or print materials
- Offering promotions that support the feelings associated with the season or holiday
- Using holiday packaging or labels for physical products
- Putting up decorations at physical locations
Starbucks provides a great example of seasonal branding. Normally, their cups are simple, white with their logo and limited text on them. However, around the holidays, they use festively designed cups. Upon entering one of their locations, you will notice that they also offer limited-time food and drink specials, change the color of their print signage, and use holiday-themed packaging for the majority of their products. These seasonal changes attract attention, generate excitement, and create a sense of celebration.
How to Use Seasonal Branding
There are several mistakes that businesses make when it comes to seasonal branding. The following are just a few examples of what to keep in mind when planning your seasonal branding:
Stay true to your brand: As you modify certain aspects of your brand, it can become easy to let the seasonal branding take over. However, you want your brand to be recognizable to the audience you had before the holiday season and to any newcomers you obtained during the holiday season. Even amongst seasonal branding, make sure to keep your brand’s identity at the forefront of your marketing.
Plan ahead: It’s important to remember that, in marketing, you always need to be one step ahead. By planning your seasonal branding strategy out a few months in advance, it helps you stay organized and gives you the flexibility to make any last-minute adjustments.
Be open-minded: Not everyone celebrates the same holidays. Especially during December, there tends to be a major focus on Christmas. However, multiple holidays occur during this one month: Hanukkah, Kwanzaa, Christmas, and New Year’s Eve. When considering your approach to the seasonal holiday, try not to isolate any portions of your audience by being exclusive.
Maintain consistency: As you advertise across multiple platforms, make sure that your seasonal branding remains consistent throughout.
Keep your goal in mind: No matter what your goal is for the holiday season, make sure to keep it at the forefront of your mind when planning your seasonal branding. Additionally, make sure to keep track of whether or not you achieved your goal. That way, the following year, you will have a better idea of how to go about your seasonal branding.
The Benefits of Seasonal Branding
Seasonal branding is a successful marketing strategy used by many brands. Here are some ways seasonal branding can help your business:
- Capture the attention of your audience by appearing active, relevant, and responsive.
- Humanize your business and create personal connections with your customers.
- Boost your position on search engines by taking advantage of seasonal SEO.
Overall, seasonal branding is a great marketing strategy that every business should take advantage of. It provides a financially friendly opportunity to catch the attention of your audience, create loyalty with your customers, and increase your brand’s awareness. Are you interested in using seasonal branding as a part of your business’s marketing strategy? Contact the team at VUP media today to get started!