Be a Seasonal Sensation

3 Ways to Stay on Brand during the Festive Season

The festive season is a prime opportunity for brands to boost sales or increase brand awareness. However, during this busy and noisy period, it’s crucial to maintain brand integrity. Staying on brand ensures your message is authentic to your brand, but also stays distinguishable for both your existing and upcoming customers.
Here are three essential tips for staying on-brand during seasonal marketing in 2024:

1. Visual Consistency with Seasonal Additions

Incorporating subtle festive elements—such as seasonal colours, graphic elements or patterned additions—can add a festive spirit to your promotions. However, it’s important they harmonise with your existing brand design and identity. Any colours or visuals introduced should compliment your primary or secondary palette, maintaining a cohesive and recognisable look. 

Additionally, consider using festive elements in a way that highlights, rather than overshadows, your brand identity. For example, integrating seasonal icons within existing brand patterns or using them as accents can add a festive touch without disrupting your overall visual identity. This approach allows your brand to embrace the festive spirit while preserving its identity, holding onto the connection with your audience.

2. Authentic Brand Voice and Value-Driven Promotions

Maintain your brand tone of voice, that which reflects your brand values, even during major sales events like Black Friday, Christmas and the New Year. It’s best to steer clear of exaggerated or overly generalised festive messaging, as it may undermine the brand trust and authenticity you have built all year (likely over many years). Instead, focus on clear, honest communication that resonates with your audience, making sure that your offers echo your brand’s values.

Ideally, promotions would go beyond the standard discount model by providing meaningful value. Where possible, highlight your brand mission through your promotions—whether it’s with eco-friendly packaging, supporting a charitable cause, or showcasing craftsmanship. By ensuring that your offers align with what your brand stands for, you reinforce your brand ethos. This can create loyal customers out of what might have been a fleeting interaction based on the deals you’re offering on promotion. 

3. Narrative-Driven Campaigns

Marketing campaigns during festive seasons can be a great opportunity to tell your unique brand story. You can use festive campaigns to weave compelling narratives that resonate with your audience. This allows you to still build connections with your audience that go beyond mere transactions and interactions with your promotional offers. 

Highlight the aspects of your brand that make it special. Bringing out core elements of your brand during promotional seasons, such as the heritage, craftsmanship or commitment to sustainability can be very impactful for the long term. Try to find real ways to incorporate these elements into your festive messaging – for example, behind-the-scenes stories, customer testimonials, process reels, etc. 

By following these principles, brands can navigate the festive rush while remaining true to their identity, boosting both short-term sales and long-term customer loyalty well into the new year.

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