Part of your efforts as a digital marketer are to uphold the brand identity guidelines of your company – a task that is much harder to perform around the holidays when everything around us is recolored to match the season.
There is no easy answer, but there are a few things you can do in order to ensure that your campaigns stay true to your brand.
Tip 1: Remember Your Identity
The most obvious tip is to remember your brand identity and what it stands for. It is absolutely ok to change and adapt for the holiday, but do not go to far out from your brand identity or you risk alienating your existing customers who are loyal to a particular brand. Consider adding light ‘holiday flair’ if you cannot integrate new colors without damaging your brand integrity.
Tip 2: Own Your Holiday Spirit
If you decide to change some aspect of your branding and colors for the holiday – own it! Remember when starbucks changed their cups to red and the internet freaked out? They didn’t apologize, merely explained their action (and got a whole lot of great press along the way). Go into the holiday season strong and you will come out strong!
Tip 3: Remember your Audience
Want to promote a Christmas special but your audience is predominantly Jewish? Love Kwanza colors but targeting Christian audiences? It’s important to know your audience and respect their holiday spirit when considering holiday campaigns.
Extra tip: Enjoy the holiday season! It is all about family and happiness and that is what is important at the end of the day!
Seasons greetings from all of us at Adclarity by BIScience!