How to Use the Holidays to Reinforce Your Brand
The holidays are here and, with them, the temptation to post that really cute-looking cartoon turkey wielding a “Happy Thanksgiving” sign written in Comic Sans. Unless your brand is a clipart website or a preschool, avoid that turkey. The same is true for those really lame stock photos that don’t in any way represent you.
Keep your brand voice, mission, and visual atheistic in mind as you approach the holidays. It’s a great time to post well wishes, discounts and special events. However, like any post you create, holiday posts should be on-point with your brand strategically and visually—even more so because you likely have more eyes looking your way.
If you typically communicate with gifs and jokes, go ahead slip puns into your holiday posts. If you normally have swirls, twirls and clipart in your graphics, go crazy. But, if you don’t typically do that, it’s best to keep your sentiments and graphics in line with how you normally speak and what you look like. Veering from who you are in any post makes you appear to be unorganized and inauthentic. During the holidays, it will also keep your message from being memorable. Bottom line, be who you actually are.
I want to show you some examples of good and bad holiday posts. Let’s start with the rough ones.
Neither of these are great options for pretty much ANY brand, but they absolutely do not represent Purveyor House. Besides the quality of the images, they do not capture our brand at all. The colors, graphics, lines and fonts are NOT part of our brand story. In addition, the captions are not our standard tone of voice, there doesn’t seem to be any thoughtfulness to what was said and there really isn’t any value to either of these. If we were to post them, it would look like our account was hacked.
Now, some great examples of holiday posts.
Better, right? These posts show you can be authentic and relevant at the same time. The colors, fonts, logo usage, photo and graphic quality and genuine captions thoroughly represent these two brands.
Here’s how to stay on brand and be you this holiday season:
Plan time for you. Schedule your posts. Take some time and look at your calendar. What is coming up and what do you want to say? Taking time to schedule will help you stay on brand, and it will save you a lot of time in the long run. We like using later.com and planoly.com.
Look like you. Keep to your brand’s visual atheistic with colors, fonts and logos. Don’t go off the rails. Use your planning time to take and edit great photos or to source amazing stock photos. For editing, we like VSCO and Snapseed. For stock photos, Unsplash.com is our go to.
Talk like you. Don’t confuse your audience by sounding like a totally different brand. Use your normal writing style, tone of voice and vocabulary.
BE YOU. Only you can be.