3 min read |  Posted Sep 21, 2017

3 Branding Strategies for the 2017 Holiday Season

With school starting, it’s time to start thinking about the upcoming Holiday season and how you are going to prepare your marketing efforts to help your business. Halloween and Thanksgiving might be between most winter holidays and now, but if your business relies heavily on them for more sales and revenue, you will want to start working on your marketing now so that everything is ready on time. The last thing you want to do is scrambling after the Thanksgiving holiday to get anything started. Here are some branding tips and strategies to help your business these holidays.

Make It Meaningful To Your Customers

This is the most important thing to keep in mind: The holiday season means different things to different people. To kids, celebrations means fun and excitement, but to parents it means family and togetherness — and probably a bit of frantic stress with a relaxing and nostalgic finish. Some people might love it for the food and the feasts, others might love to shop and find a great deal on that perfect present for their loved ones.

You know your customers better than anyone else, so make sure your branding makes sense for them. If you are a spa, your branding and marketing should evoke the tranquility and spirituality of the holidays, so consider posting or running ads on social media showing a customer relaxing on a massage table. If you sell toys or electronics, you should focus on excitement and playfulness in kids and the nostalgia for parents remembering their childhood.

Make It Emotional (The Right Emotions)

This brings up the next tip: for every person the holidays will stir up a lot of emotions, but not all of them are good or positive. You want to make sure that your branding appeals to the right emotions and avoids the bad ones. For example, in the west, Christmas has long been associated with the sense of giving but some people can be turned off by the ideas of seasonal shopping-spree-frenzies and materialism.

If you are a business that sells experiences more than products and things, such as a spa or a restaurant, you can run advertising that presents your business as a means of getting away from the busy malls and piles of things to wrap. It is a great way of establishing your brand in people’s minds, so when they get sick and tired of the long lines at checkout and just want a way to relax and get away from it you are what comes to mind.

Make Your Business Synonymous with the Spirit of the Holiday

That last point touches on our final tip: whatever audience or emotion you decide is the best thing your business should target, you want to make sure that you present your brand as being synonymous with that person’s feeling. You can play around with your business’ usual logo and branding efforts, and find ways of inserting appropriate themes where it makes sense.

If you are a business in the travel industry, you can run ads that make people think of you when they want to escape to somewhere warm and relaxing. Your radio ads can feature Santa on the beach, your printed banners can have a palm tree decorated with Christmas ornaments, and your online ads can appeal to people’s desire to get away and escape.

Is your business ready for the holidays?

Do you need help with your holiday marketing campaign?


Sarah Perry

As the official nerd at Third Angle, Sarah specializes in creating and managing clients' online marketing services. With a background in graphic design and website development, she can help you determine how to best present your business while playing nice in today's world wide web.