You may have noticed that when certain holidays come around, many businesses sport adjusted logos and slogans. It might be for winter holidays, the Fourth of July, Halloween, St. Patrick’s Day, Earth Day, or even simple changes for summer, fall, winter, and spring. Constant brand redesign may make companies seem flighty or inconsistent, but when done properly, seasonal alterations are more beneficial than you realize.
Businesses that temporarily rebrand themselves do so for a variety of reasons. They might want to boost holiday sales, establish an emotional connection with customers, distinguish themselves from the crowd, add a little flair of personality, or keep up with changing times. Updating websites is influential on SEO: when you keep your site active, Google and other search engines will deem it relevant (it also makes it easier for customers to find you when they search season-specific goods or services).
Whatever your logic is for seasonal branding, there are steps both to take and avoid. Overdoing it might hurt your business—but the right approach can foster growth and customer interest.
What alterations should you make?
Start with sprucing up your logo. Depending on the holiday or season, make small alterations that integrate an image or icon (there are online logo services you can turn to if you need help). Incorporate similar seasonal iconography into your print materials and your website. Pick an appropriate color pattern, too; people associate different times of the year with certain colors whether they are conscious of it or not.
You have probably already thought of holiday-specific packaging as an option (along with store decorations if you are a brick-and-mortar business), but even your promotional materials and digital copywriting should evoke a seasonal feeling. Making small changes generates a dynamic appearance: you want your brand message to be consistent, of course, but customers will notice when you are actively thinking about how you present yourself.
Tweaking your digital assets
Besides adjusting your logo and promotional materials, add graphics to your emails. Subject lines that acknowledge the time of year will let recipients know that the information inside is pertinent. Your email content can be thematic as well; if you are sending B2B messages, you might engage in friendly banter that addresses how stressful holidays can be. When it comes to your landing pages, consider a countdown timer that marks the remaining days until a time like spring or your Labor Day sale.
Do not forget to revamp your social media channels. These accounts are more immediately modifiable than your website and content, so change your profile pictures and background banners to something appropriate, show off your redesigned logo once it’s ready, and change taglines to something that highlights the seasonal mood. Simple adjustments can change the whole feel of your pages and get your followers excited about what other changes your business will be making.
Don’t change too much
When implementing seasonal alterations, remember: you are not changing your brand itself. Rebranding has its benefits, but that is a more permanent process for when your business needs an update or a restart. You do not want to undo all the hard work you have done growing your enterprise’s reputation and brand recognition. Avoid drastic changes: only expand what you have, do not replace it. If your target market cannot recognize you on sight, or if your logo and material changes contradict what they thought your message was, you might lose their trust.
Partner with special causes
Deluxe (which offers logo services to help with your seasonal tweaks) notes that different times of year are also opportunities to partner with worthy causes and promote new initiatives. Wells Fargo and UPS, for instance, emphasize their green business standards around Earth Day in April. Maybe you can donate some of your revenue to environmental causes and pledge to be as eco-friendly as you can be (and remember to follow through).
October is not just known for Halloween; it is also Breast Cancer Awareness Month. Many holidays encourage gift-giving, so use them to donate to organizations like Toys for Tots or the Give it Forward Today Project. Many people want to give but do not know how or who to give to, so do the work for them and provide your customers with opportunities to do some good in the world.
Your brand is synonymous with your business’s identity. Consumers will resist if you change too much—they might see it as pandering, and you do not want to alienate customers who celebrate different holidays than you—but seasonal tweaks to your brand can inspire new interest and keep you relevant. How do you plan to adjust your brand at different times of the year?