Without a doubt, the holiday season is the busiest time of year for business.

But did you know that it also gives you a golden opportunity to capture the attention of your customers, and solidify your brand’s place in the minds of consumers?

With most people shopping more than usual at this time of year, and all the enthusiasm surrounding the festivities, this season offers a unique chance to connect with your audience.

However, standing out amongst a plethora of holiday promotions, discounts, and advertisements is no easy feat.

At this time of year, consumers are bombarded with marketing messages from every direction, so if you want to be remembered, you’re going to have to offer something distinct, relatable, and memorable.

With that in mind, you could probably use some holiday branding tips to help boost your brand positioning during this crucial time of year.

Because if you want to make a lasting impression over the holidays, the focus should be on doing whatever you can to enhance your brand positioning.

If you’re not quite sure what brand positioning is, this term refers to how your business is positioned in relation to your competitors, and how it’s perceived in the minds of your target audience.

If you need a refresher on this topic, you should check out my video series on Harnessing the Power of Brand Positioning.

At any rate, whether it’s the emotional appeal of your marketing, the values your brand represents, or the unique experiences you provide for customers, every touchpoint counts.

And the better your brand resonates with consumers during this highly competitive period, the more likely they’ll be to choose you over competitors.

So, if you’re looking for holiday branding tips to boost brand visibility during the holiday season, then keep reading to learn more.

Holiday Branding Tips to Boost Your Brand Positioning

Considering how much competition there is around this time of year, you’ve got to do whatever you can to stand out.

But improving your brand positioning during the holiday season is about more than just driving sales – it’s about creating meaningful connections and building lasting loyalty.

With that in mind, here are some holiday branding tips to help you boost your brand positioning this holiday season:

1) Define Your Unique Holiday Narrative

Crafting a compelling holiday story is crucial, as it can help make your brand unforgettable.

Start by identifying what makes your brand special and then try to find ways to align those qualities with the holiday season.

For example, maybe your business prides itself on sustainability or offers products that evoke nostalgia from days past.

In any case, you should focus your marketing efforts on these unique elements of your brand, and then find a way to relate them to the holidays and use that to create a narrative that will resonate with your audience.

For instance, a company specializing in handmade goods might highlight the care and thoughtfulness behind its creations, positioning them as the perfect heartfelt gift.

2) Update Your Visual Branding for the Holidays

Visual branding is a powerful tool, and this is no less true during the holidays.

So, if you want to stay relevant at this time of year, you should consider incorporating some seasonal touches into your visual branding.

This might include subtle updates to your logo, website, or packaging, like adding festive colours or other elements like snowflakes and Christmas lights.

As you can see below, here at eVision Media, we like to update our logo around the holidays.

We haven’t made the change yet, but I know Daniel’s just itching to get it up on the website.

The changes aren’t too drastic, but just adding the Santa hats, changing the logo colours, and including a few snowflakes really spruces it up for the season.

And while it may seem trivial, it lets our clients, and potential clients who may share those same values, know that we also love these holidays.

That allows us to establish an emotional connection with our audience, helping us to capture their attention and reinforcing eVision Media’s presence over the holidays.

3) Leverage Seasonal Content Marketing

Content marketing offers a great way to engage your audience and establish authority, no matter what time of year it is.

But during the holidays, you should focus on creating seasonal content that aligns with your customers’ needs and interests.

Gift guides tailored to specific demographics, blog posts featuring creative ways to use your products over the holidays, or social media campaigns encouraging customers to share their holiday moments with your brand are great examples of this kind of content.

These efforts not only provide value for your audience, and help you build an even deeper emotional connection with them, but they also help position your brand as a go-to resource during the holiday season.

4) Highlight Your Values

Consumers tend to gravitate toward brands that align with their personal values, and this is even more true during the holidays.

That being said, you should try to use this time to showcase what your business stands for.

Whether it’s supporting charitable causes, promoting sustainable practices, or highlighting your commitment to your community, you should make your values a central part of your holiday messaging.

For example, if environmental responsibility is important to your brand, you could emphasize eco-friendly packaging or pledge to donate a portion of holiday sales to a related cause.

5) Deliver Exceptional Customer Experiences

Hands down, one of the best holiday branding tips is to offer exceptional customer experiences.

Not only are they the cornerstone of strong brand positioning, but during the holidays, when customers are navigating busy schedules and have even higher expectations, going the extra mile can make all the difference.

Having said that, if you haven’t already done so, you should streamline your website and checkout processes to ensure they’re as user-friendly as possible.

You can also offer personalized recommendations, and you should make a point of providing stellar customer service with quick response times.

What’s more, small gestures like complimentary gift-wrapping or handwritten thank-you notes can leave a lasting impression, ensuring your brand stands out as one that truly cares about its customers.

6) Leverage Social Proof

Social proof, which includes things like positive reviews and testimonials, acts as a powerful motivator, especially during the holiday season when consumers are trying to find the perfect gift and looking for trustworthy recommendations.

It’s always good to draw attention to any praise you’re getting from customers, but it’s even more important during the holidays, when people are being bombarded with so much marketing.

Having said that, if you haven’t already, you should feature positive reviews and testimonials prominently on your website and social media channels over the holidays.

You can even encourage your customers to share their experiences with your brand by creating a holiday-specific hashtag or featuring user-generated content in your campaigns.

Whatever the case, by showcasing real stories from satisfied customers, you can build trust and help reinforce your brand’s credibility in a competitive market.

7) Offer Irresistible Holiday Promotions

Holiday promotions are a staple of seasonal marketing, but they don’t have to be purely about discounts.

There are all kinds of different options when it comes to promotions, like bundling products into themed gift sets, introducing limited-edition holiday items, or rewarding loyal customers with exclusive deals.

These kinds of promotions, which feel more thoughtful and aligned with the holiday spirit, not only help to boost sales, but also strengthen the connection you have with your audience.

8) Build Emotional Connections Through Advertising

The holidays are a time of heightened emotions, and that makes them the perfect backdrop for advertising that fosters emotional connections.

By focusing on themes like family, gratitude, and generosity, you can create ads that position your brand as having positive, wholesome values, which is bound to resonate with your audience.

For instance, if you include music, visuals, and storytelling that evoke joy, nostalgia, or hope, this will help to ensure your message leaves a lasting impact.

At any rate, the best holiday advertisements go beyond selling – they create memorable moments that customers will associate with your brand for years to come.

9) Plan Ahead and Stay Flexible

Preparation is essential for a successful holiday season, but flexibility is often just as important.

In any case, you should start planning early to ensure your marketing campaigns, logistics, and inventory are ready to meet increased demand.

At the same time, you should make sure to monitor market trends and be prepared to adapt as needed.

Whether it’s adjusting to unexpected supply chain challenges or capitalizing on last-minute opportunities, being agile and flexible will help you navigate the season more effectively while maintaining strong brand positioning.

Need some help refining your brand positioning? Why not set up a free 30-minute consultation with me to find out how we can help?

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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