I received this post about seasonal branding in an email the other day and I liked it so much I thought I would share it with you. Question: Do you do any seasonal branding? If so, leave a comment at the bottom of this post along with a link to your website. Would love to see your examples!
Seasonal Branding: Special Guest Post by Tanya Gagnon, Owner of Miss Details Design, a Phoenix, Arizona Graphic Design and Branding Firm.
As fall approaches, we are noticing seasonal changes in brands. Starbucks recently launched a campaign to offer their Pumpkin Spice Latte to one city before all others and now consumers are competing to get the latte to their city first. In addition to special product offerings, Starbucks changes the cups they use on November 1st to more seasonal designs. Starbucks also creates a buzz around other seasonal changes, including merchandise, in store decor, menu offerings and more. The ad campaign and excitement that Starbucks generates in the fall creates brand momentum and leads to higher sales in the fall and winter months.
Launching a seasonal campaign can add value by giving a brand a fresh look and feel, while expanding a brand’s personality. For example, our Miss Details Design mark is dressed in different outfits according to seasons. Google dresses up their logo as well. A seasonal campaign can also increase sales in slower months, as Kleenex did with their fruit-shaped boxes for summer shown here.
But, if a company takes seasonal branding too far it can harm the brand. Changing too much, too quickly can confuse the consumer and dilute your brand image. When a brand adds seasonal elements to its website, it may be frustrating to the consumer by making the site more difficult to navigate or understand. Brands should avoid effects like a downpour of snow that covers the site’s content, or altering a logo so that it is completely unrecognizable for seasonal purposes. It is important to remember that people want change, but not too much at one time.
Miss Details Design is the leading sensory design firm for service-related businesses with an emphasis in the hospitality industry. We position our clients to connect with their audience and develop brand recognition, understanding, and excitement by defining and drawing attention to the distinct essence that makes each business unique. For more information go to http://www.missdetails.com/.