5 Tips for Staying on Brand this Holiday Season

The holiday season is in full swing and you are most likely in the midst of hanging lights and drinking peppermint mochas, but is your brand holiday-ready? As tempting as it is to incorporate every reindeer and snowflake graphic that pops up on Pinterest, it’s important to still maintain your brand recognition. Here are a few guidelines that will help add some cheer while keeping your identity at the forefront:

Keep your logo intact and visible.

Now isn’t the time to replace your mark with a Christmas tree. Or to change your type to a scripty holiday font. Your logo should still be highly visible and unchanged. If you’re feeling really festive and want to incorporate your mark into a holiday theme in some way (i.e. your mark as a snowflake or an ornament on a tree), then go for it. But don’t forgo using your actual logo.

Keep your color palette.

Using all red and green when your colors are purple and gray isn’t going to make anyone recall your brand (unless you are a highly recognizable brand like Starbucks). If you want to add some holiday color, consider adding a luxurious, rich, warm accent color. Something that conjures feelings of warm fireplaces on snowy nights. Or going monochromatic, such as silver or gold, feels very elegant and merry, while being different but not too off-brand.

Tailor your messaging.

Tweaking your tagline or message is a good way to include the holiday spirit. Just make sure to keep it in the same voice as the rest of the year. If you typically have a serious and deliberate tone, now is not the time to be cutesy and humorous. And be sensitive to the fact that the holidays don’t mean “Christmas” for everyone. Keep your holiday marketing more general to the season so as not to alienate your audience.

Keep it fresh.

Consider updating your holiday approach each season. Using the same idea over and over each year can feel dated and tired. Take Starbucks for example. While they are known for their holiday cups, people eagerly await each year to see what the NEW design will be. If they were to parade out the same cup every year there definitely would not be the hype and anticipation that their holiday brand is now known for.

Don’t overdo the cheer.

It’s fun to get in the holiday spirit, but that doesn’t mean it should overtake your brand. Acknowledging the holidays and spreading some joy is absolutely acceptable but make sure that your brand doesn’t get buried in the eggnog and sleigh bells. Keep your message on point and make sure it’s still meeting your business objectives.

The goal is finding the connection between the joy of the season and your own brand. It’s a fleeting time of year that luckily, we get to do all over again next year!


ER headshot Erin Rogers, Creative Director at Jet Marketing

Erin is busy this holiday season trying to help her 3 year old resist the urge to cover every square inch of the house in holiday trinkets. Let’s not even talk about the outside decorations.


Five reasons your brand isn’t working any more – and what to do about it.

Like everything in life, business is about relationships, and branding does a lot of the talking for you to your customers. Your brand communicates your values to your customers – are you trying to sell fun, quality, reliability, familiarity, innovation, or something else? Does your brand say that? If your branding isn’t communicating what you want it to, it’s time to think about rebranding. A rebrand isn’t a decision to take lightly — but it can make all the difference for a company, and take it to new levels.

Some reasons an organization might need to rebrand are:

A bad reputation — less than stellar customer service relationships may have tarnished your image. You’re ready to start over — with a new identity that’s more focused on your customers.

Name change, or a merger/acquisition — New blood in the family or a new direction prompts a conversation. Who are we? What do we do differently? How can we explain how the new organization is for the customer’s benefit?

Your brand no longer describes what you do — Along the way, your organization may have found a way to specialize or found new avenues of business. A rebrand helps solidify your place of relevance in today’s market.

Confusing — what is it you do again? If the customer has to ask this, they’ll probably use your competition instead.

You look like a competitor — You gotta stand out from the crowd.

Take rebranding as an opportunity to solidify colors, taglines, logos, and your look and feel to create a professional package that can be maintained across mediums. A brand isn’t just about the logos — it needs to be about your brand’s promise to customers too. A solid brand is a launch pad to fulfilling your customer’s expectations of you.

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A few of our clients have had different reasons for rebranding. For Campbell County Health, located in Gillette, Wyoming, they needed to figure out a name that showed that they were a health system, not just a hospital. With clinics, a hospital, and a variety of specialties and facilities, they needed a name and brand that encompassed the whole organization. By rebranding to Campbell County Health, they were able to designate themselves as a health system, not only a hospital. For their patients, Campbell County Health is now a more comprehensive health system that can provide excellent care for a variety of needs.

 

Another client, Prowers Medical Center, had had the same logo for almost 20 years. They had an outdated logo that didn’t speak to their real expertise. As one of the Top 100 Rural and Community Hospitals in the nation, Prowers Medical Center needed to look like it and present a united front. With a new brand, Prowers Medical Center extends the promise to their patients that they are contemporary and patient-centered. Branding & Strat_1

So — what kind of message are you trying to communicate to your customers, and is your brand doing that? If not — reach out to us. We’re great at helping you define your brand message. And from logos to materials, we’ll get you there.

Kirsten Queen, Project Manager at Jet Marketing

Among friends, family, and at the office, Kirsten is known as the cat lady – she’s starting to think it’s time for a personal rebrand!

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