The Hey, Carl! Guide to Navigating Branding Pitfalls During the Holidays

The holiday season has lots of highs and lows and seems to be a whirlwind. Friends, family, shopping, and for the biz owners – sales and marketing. More often than not I see small business owners wait until last minute to create any brand asset/designs for the holiday or even plan for a sale. If this is you, then you’re in the right place my friend.

First take some time to revisit and understand your audience’s holiday mindset.

The holidays can alter their purchasing behavior significantly. They might be saving big time, waiting for the right sale, or focusing on something completely different which would open up new problems that you might be able to solve for. Understanding this shift is important for your branding strategy so you can tailor your message to resonate with their emotions and needs, and create a deeper connection with your audience.

Second, try to avoid over-commercializing.

If you find yourself in a rush to maximize your sales (especially last minute), it can be easy to lose your voice and your brand visuals. Try to find some balance by promoting your products/services while staying true to what you’re already doing. Your audience fell in love with your brand for a reason. Keep that reason at the forefront of your holiday campaigns.

Third, stay consistent.

Consistency in branding is always important, but even more so during the busy holiday season. As you introduce holiday themes to your marketing, make sure they align with your current brand (think outfit, not a rebrand). Consistency helps reinforce brand recognition throughout any season, keeps loyalty, familiarity and trust with your audience, too!

Fourth, get a little innovative with your brand ideas for the holiday.

Think outside the box my friend. Get creative and play! Anything from unique holiday packaging to interactive media, have some fun and help capture some of that holiday spirit that’s unique to you (and your audience).

I know the holiday season can be stressful and challenging, but it can also be rewarding and so much fun! These are the times where you can put play with your brand in a unique way. If you’d like some help with this, check out my free mini course: brand sleigh: a week to deck your brand and don’t forget to subscribe to my newsletter for more insights

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