Holiday season. Gulp. We’re here…in the thick of the familiar, fun-yet-slightly-stomach-churning inundation of festive-time. If you’re anything like me, amidst the joy, this season also sends my nervous system into overdrive — fast ads, a barrage of stimulation, and always, always, the feeling that I should be doing more.
Now, I LOVE the holidays, but get me out of the chaos. I find that the marketing and branding pieces that I gravitate toward are those that pull me away from the madness, not toward it. I can’t tell you how many emails I’ve got in the last two weeks with the word “Frenzy” in them. Whilst that kind of marketing works on a “quick and dirty” level, as a long-term strategy to develop a brand that FEELS good to people’s nervous systems, my advice is to be a little more conscious with your marketing. See more about the importance of emotional branding here>
So, here’s my top tip for holiday branding:
Offer something slow. Something grounding. Something that whispers instead of shouts. The brands that are succeeding this season aren’t the ones adding to the overwhelm—they’re the ones creating a moment of calm in the snowglobe-like storm.
Look for the still, nurturing qualities of what you offer and lead with those. Maybe it’s a restful retreat, a mindfully-consumed quality food product, or a gift idea that inspires intentionality and quiet.
I know that’s easier said than done, so I’d like to offer some holiday branding tips for how to successfully brand your business over the holidays:
1. Embrace Simplicity in Your Visuals
When everyone else is decking their marketing halls with sparkles, glitter, and all the flashing lights, simplicity can be your secret weapon.
- Use white space to give your designs breathing room.
- Stick to earthy tones, soft neutrals, or muted holiday hues that evoke calm rather than urgency. Don’t change your brand colour palette completely, but feel free to use reds, greens or gold tones that complement your existing palette.
- Incorporate imagery of nature (think snow-covered trees, cozy blankets, or steaming mugs) to create a sense of grounding and warmth.
Minimalism in a sea of excess will make your brand feel like a breath of fresh air and stand out from the flurry of noise and flashing sparkle.
2. Tell Stories, Not Sales Pitches
Instead of bombarding your audience with promotions, focus on storytelling. People don’t just buy products—they buy feelings and experiences.
- Share how your product or service fits into a moment of peace or joy during the holidays.
- Use testimonials or anecdotes that evoke emotion. For example: “This candle became the centrepiece of my quiet evenings by the fire.”
- Craft captions or email copy that feels personal, not pushy.
Stories connect in ways that promotions and “frenzies” can’t. (Note: If you haven’t spent some time working your powerful brand story, I’ve got some tips here>)
3. Offer Solutions, Not More Stress
Holiday shopping can be overwhelming, so think about how your product or service can make life easier for your audience.
- Create gift guides that focus on thoughtful, intentional giving (e.g., “Gifts That Bring a Sense of Calm”).
- Offer bundles or curated sets that simplify decision-making for your customers.
- Highlight how your product or service saves time, provides convenience, or supports well-being during a hectic season.
By positioning your brand as a source of ease, you’ll resonate with those looking a breath of calm.
4. Focus on Emotional Connection
The holidays are steeped in nostalgia, connection, and a yearning for meaning. Tap into these emotions in your branding:
- Use imagery or language that evokes warmth, coziness, and togetherness.
- Highlight how your product or service helps people create memories or cherish time with loved ones.
- Share personal stories about your own holiday traditions or what this time of year means to you.
When you build an emotional bridge with your audience, your brand becomes unforgettable.
5. Stay True to Your Brand Voice
It’s easy to feel like you need to hop on the holiday hype train and completely shift your messaging—but don’t.
- Stick to the tone, style, and messaging that feels authentic to your brand.
- Ask yourself: “How does my brand uniquely fit into this season?” and let that guide your strategy.
Consistency builds trust, even during a season of change.
Less is more
The holidays don’t have to be about more. More sales, more noise, more pressure. Sometimes, the most powerful thing your brand can do is lean into less. Less chaos, less clutter, and more intention.
So this season, find the grounding, still qualities in your brand and let them shine. Be the calm in your customers’ holiday storm, and you’ll not only stand out—you’ll be remembered long after the last bit of tinsel is packed away.
What’s one way your brand can embrace simplicity and calm this holiday season? I’d love to hear your ideas!
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