Why Your Business Should Consider Seasonal Branding
Do you ever feel like seasonal branding is something that only big companies do? Well, that’s not strictly true, it can be for everyone. Seasonal branding can involve changing your company’s logos and colours to match the season.
It’s a great way to increase sales and customer engagement by reminding people of what they love about each season. In this blog post, we will talk about seasonal branding strategies in detail, including why it benefits a company and how to pull it off successfully.
What is Seasonal Branding?
We all know that a strong brand represents the soul of your business. If you don’t, maybe you need to have a quick read of our guide to branding. It adds value to your services and products by making it clear what your company stands for and aims to accomplish.
There are many things that go into producing a successful brand design, including the logo and other visuals for your company, your tone of voice, the overall impression you make and how you treat your customers. These individual elements work together to create a feeling in those who are interacting with your company.
Don’t worry, seasonal branding doesn’t involve a complete overhaul. In fact, constantly switching up your entire brand would be confusing and impact your company negatively. Instead, you keep your core branding consistent but add a seasonal twist.
To successfully implement seasonal branding, you can make slight tweaks or additions to your visual identity. Once the season passes, you can simply return to your usual branding or create a new twist for the next season.
What Are Your Options With Seasonal Branding?
Branding is a creative process, so you generally have a creative license to implement seasonal branding however you’d like. But, of course, there is right and wrong when it comes to branding and it’s easy to put out a confusing message to customers.
To prevent this, it’s important to make sure any changes align with your brand guidelines and aren’t too overwhelming. Remember you aren’t rebranding, you’re just ‘dressing up’ for the season.
Some examples of changes you could make include:
1. Integrate a seasonal theme into your logo
This could be changing to a seasonal colour that ties in with your existing colour scheme, or it could be an additional icon that represents the season.
2. Update your colour palette
Some businesses choose to tweak or add colours to their colour palette with the changing seasons. The best approach to this is to keep your core colours, but change your supporting colours to tie in with the theme.
3. ‘Season-ify’ your website imagery
Add a little personality to your website by making the imagery match the season. It may be as simple as adding a Santa hat to your illustrations or changing your office picture to the office in the snow.
- Seasonal marketing material/campaigns
- Packaging for physical products with a seasonal twist
- Seasonal decorations in-store or office
The Leaders of Seasonal Branding
Possibly one of the most recognised forms of seasonal branding comes from Starbucks. Every season is heavily branded and highly anticipated, using new cup designs, colour scheme variations and marketing campaigns. Starbucks keeps its customers coming back throughout the year with these exciting refreshes.
Coca Cola is another one who leads the seasonal game. Their Christmas truck has become a universal sign that we are entering the festive season. John Lewis, Costa Coffee and Marks & Spencers all have a similar effect on the nation.
So, seasonal branding can be used to produce something that customers will love throughout the year. The colour palette and designs are then refreshed every season to keep people interested in your product or service.
Why Is Seasonal Branding Beneficial?
If you aren’t convinced by the fun of experimenting with new ideas without having to go through a full rebrand, maybe some of these benefits may persuade you.
1. Look proactive
Having a consistent brand isn’t the same as never changing your business image. Having no change for years on end can make your company appear lifeless. Making minor seasonal changes can provide your business with a new appearance without requiring a total makeover.
Making changes will show that you are proactive and aren’t just relying on previous successes to carry you through. Seasonal branding will demonstrate to customers that you’re paying attention to your image and are able to stay current. Willingness to go with the seasons demonstrates an energetic, engaging persona to your business. This might be a very attractive quality for your target audience.
2. Build relationships
Seasonal changes will make your brand seem more personal and relatable, allowing customers to form a deeper connection with it. Returning customers will experience a greater sense of loyalty and new customers will want to get involved with a company that cares about its customers.
3. Attract season fanatics
Many of your customers and prospects will be ‘seasonal fanatics’. These could be the people who feel a sense of renewal and ‘starting a fresh’ when a new season draws in. Equally, it could be the pumpkin spiced latte fanatics or the ‘Christmas begins after Halloween’ types.
You don’t need to do any work to ramp up the enthusiasm for seasonal flavours, activities and weather, that foundation is already laid down for you. All you need to do is exploit it.
Customers are already thinking about the seasons and holidays, so any seasonal material you develop simply feeds into that enthusiasm. Once you have their attention, they may explore the brand beyond that seasonality
4. Marketing seasonal products
It’s time for your seasonal goods to shine. Seasonal branding makes it clearer to customers that you may have limited-edition items available during the year, which piques their interest.
For example, a children’s charity may use a summer theme to promote an upcoming summer fundraiser. A pub might incorporate a wintery theme to promote a new seasonal menu. To tie into their reduced fees offer for the new year, a gym might update its imagery accordingly. These extra efforts will draw attention to the specials and increase sales.
5. Use any time of year
No matter what time of year it is, there is always something seasonal or holiday-themed going on. Themes for Autumn and Christmas may be easier to consider, but it’s just as easy to customise to other seasons too. You could incorporate pastels for spring, or uplifting summery imagery for the summer months.
The great thing about seasons is that they come round every year. This means you don’t need to start from scratch every time the season comes back around. You simply need to tweak your seasonal branding to be more topical for the year and relaunch.
There is also the versatility there to choose either holidays or seasons. Depending on the feel of your brand, it may not be appropriate to slap Halloween branding all over it. An autumnal theme, however, is much easier to achieve without feeling unprofessional or tacky. Using holidays or seasons are both great strategies, but it’s always advisable to consider what the best fit for your brand would be.
6. Boosts your SEO
Visibility on search engines like Google and Bing is essential for your company’s digital presence. You can access new customers who are actively looking for your services and goods, resulting in more purchases and profits.
When you embrace the seasons, people searching for seasonal goods and services may be able to find you from a simple Google search. When you integrate seasonal keywords into your branding, you’re more likely to show up for relevant seasonal products.
Updating your brand for the season will also keep your website active, which is a feature that the search engine algorithms reward. They like fresh, relevant websites which aren’t outdated.
7. Evokes emotion
Almost everyone has a unique memory or emotion linked to a certain season or holiday. When you utilize seasonal branding effectively, it may bring back these memories for your consumers. The emotional reaction creates a unique connection between you and your target audience, making them more inclined to use your company.
How To Pull Off Seasonal Branding Successfully
- Don’t lose your familiarity: Adding seasonality to your logo is fine, but don’t bury the heart of your business beneath tonnes of gingerbread and candy canes. Seasonal branding should just add a festive cherry on top of your traditional visual identity. Retaining your familiarity will give you the right balance between being recognisable to your customer base and tying in some seasonal elements.
- Keep your logo recognizable: Similarly to the previous point, you’ll need to keep your logo design recognisable enough that it’s still associated with your business. Dress it up for the season by all means, but don’t drown it.
- Start early: Don’t start thinking about your autumnal branding on 30th Sept. Plan in advance to make sure everything is coordinated and not rushed. Although it’s not a rebrand, it should be treated as seriously, as it is still a reflection on your brand. This will also give you time to create content like blog posts and social media campaigns to support it.
- Stay consistent: Whether it’s in-store, in your office or your online presence, all aspects of your business should align with this new temporary branding. If you’re going to change the logo design on your website, make sure it’s also changed on all of your social channels and marketing material.
- Reflect your brand: The great thing about seasonal branding is that it’s suitable for all businesses, the difference is how far you go. Some brands will naturally suit a more understated approach which is professional and tasteful, yet still a nod to the season. Others may have a target audience that would enjoy something a bit more playful and fun. Consider your own brand and target audience when looking at seasonal branding and allow it to influence how extreme you go.
If your company is interested in updating its brand for a season, get in touch with our team in the studio who will be able to give you some guidance about the implementation.
Alternatively, if you’re looking for a complete brand overhaul, we offer a brand & website package which might be just what your business needs.