Beware of Holiday Branding
As the temperature slowly drops and the calendar finds its way to October, allow me to be the first to say it, the holiday season is upon us!
With Halloween only weeks away, and Thanksgiving, Christmas, and New Years soon to follow, merchants, restaurants, and stores of all shapes and sizes will soon be embracing the lucrative season and jamming as much holiday cheer into their stores as their eager spending consumers can possibly handle. And just as storefronts will soon be dressed up with pumpkins, trees, lights, faux snow, and many other holiday themed accessories, many brands will also be “decorated” with a holiday injection.
The question that always arises during the holiday season is, how much is too much? Can holiday branding be a negative thing? At what point does holiday season advertising become detrimental to the future health of the brand?
Brands are organic beings and should always leave room for growth and change. However, during the holiday season many brands get lost or buried under holiday charged messaging. When planning holiday themed advertising, it’s important to consider how the message affects your brand as a whole, as well as the future of your brand. If your message forgoes long-term branding to pursue short-term sales, it may hurt more than it helps. Avoid cliché holiday theme taglines like:
1. Your one stop Christmas shopping destination.
2. Your holiday headquarters.
3. Best prices of the season. Guaranteed.
While these messages may boost sales numbers during the holiday season, they do nothing for the business or the brand long term. What reason does the consumer have to visit your store after the holidays? Why should they remember you? How do they belong?
While the holiday season presents an enormous sales and exposure opportunity for businesses, overdoing holiday themed branding can present its problems. During the holiday season, consumers are listening and are open to trying new things. Take this opportunity to give them a place to belong for the long-term. Tell them your story and give them a reason to choose you.
Your branding and choice of message can be the difference between a long-term customer relationship, or a one-time holiday sale. Be engaging and be yourself. They are looking for something to talk about. If you aren’t in the discussion, it’s time to change the conversation.