Businesses have the opportunity to make a lot of money during the holidays, and they can increase sales even more by employing seasonal branding. Seasonal branding is a short-term transformation of your brand identity. For instance, if brick-and-mortar businesses decorate their stores for the holidays, you can also decorate your online presence during this time.

However, you should note that this does not mean you are simply changing the appearance of your brand. Rather, you’re only changing up the “look” of your brand to fit the season.

5 Ways to Freshen Up Your Brand this Holiday Season

1. Choose the right season

When to make seasonal branding work

If you plan on doing seasonal branding, which means you switch up your branding every season, you will need to choose which season to start with. You will want to choose a season that will fit your brand identity, but also one that has a high potential for boosting sales.

For example, if your brand is about productivity, it will not make sense to start your seasonal branding campaign during the summer months, when there is less focus on work. In this case, the fall season, when there is a high focus on work and school, would be a better time to start such a campaign.

When not to make seasonal branding work

If you have a certain theme for your business, it will not make sense to start seasonal branding during a time when this theme is not observed. For example, if you have a business that sells Halloween-themed products, you wouldn’t want to start your seasonal branding campaign in the spring.

2. Decide what your brand identity will be

Once you have decided which season to start your seasonal branding campaign, you will want to decide on the brand identity you want to portray.

This is important because it is your brand identity that will help you decide how your brand will be perceived by its audience. It is also important to decide which season you plan to start your seasonal branding campaign because each season has a different theme that you will want to leverage.

For example, the fall season is associated with fresh starts, and so businesses planning on doing seasonal branding during this time should try to relate the campaign to a fresh start. In addition, by planning your seasonal branding campaign during this time, you can also associate your brand with the change in seasons, which is very natural.

3. Decide on a theme that matches the season

Once you have decided on the season, you will want to choose a theme that aligns with this season.

In addition to the season, you should also consider the associated holiday or religious occasion. Since the holidays are a time of celebration, it’s best to choose a theme that will match the celebratory nature of the holiday.

For example, if the holiday is Christmas, you will want to choose a theme that is centred on celebration, such as family, togetherness, or joy. If the holiday is Halloween, you will want to choose a theme that is centred on horror and spookiness.

4. Choose your brand colours

The next step is to choose the colours you will use for your seasonal branding campaign. The best way to choose the colours is to identify the palette of colours associated with the theme you have chosen.

You can do this by first identifying your brand colours, and then identifying the associated hues and shades. The main idea here is that you want the colours of your branding to reflect the theme of your seasonal branding.

For example, if your seasonal theme is Halloween, you will want to select a palette of colours that can create a spooky and eerie feeling. You will also want to choose colours that are dark, such as dark purples and dark reds because they are associated with this season.

5. Start your seasonal branding

Once you have selected a theme and a palette of colours, you can start your seasonal branding campaign.

The best way to start the campaign is to choose a dominant colour for both your logo and your website, and then accent other colours on your website and in your social media channels.

For more information about brand strategy, get in touch to see how we can help! We’re a branding agency based in Dublin, with years of experience in developing brands into respected, sustainable winners.

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